Eleven: Influence of Culture On Consumer Behavior

CHAPTER ELEVEN
Influence of Culture on Consumer Behavior
Learning Objectives
1. To Understand What Culture Is and How It Impacts Consumer Behaviors. 2. To Understand How Culture Acts as an Invisible Hand That Guides ConsumptionRelated Attitudes, Values, and Behavior. 3. To Understand How Culture Sets Standards for What Satisfies Consumers Needs. 4. To Understand How Culture Is Learned and Expressed in Language, Symbols, and Rituals.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 2
Learning Objectives (continued)

5. To Understand How Consumers Are Always Adapting to Culture-Related Experiences. 6. To Understand How the Impact of Culture on Consumer Behavior Is Measured. 7. To Understand How Core Cultural Values Impact American Consumers. 8. To Understand How the American Culture Became a Shopping Culture.
To Which Cultural Value or Values Is This Products Advertising Appealing?
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Eleven Slide 4
Convenience in Food Preparation
Culture
The sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society.
A Theoretical Model of Cultures Influence on Behavior - Figure 11.2
The Invisible Hand of Culture

Each individual perceives the world through his own cultural lens
Lifestyle Matrix for Global Youth Figure 11.3
Culture Satisfies Needs

Food and Clothing Needs vs. Luxury
In Terms of Culture, Do You Consider This Product to Be a Good Morning Beverage? Why or Why Not?
Many Will Say NO Due to Lack of Nutritional Value and Competing Products (Coffee).
Culture Is Learned
Issues
Enculturation and acculturation Language and symbols Ritual Sharing of culture Enculturation
The learning of ones own culture
Acculturation
The learning of a new or foreign culture
Discussion Questions
How do U.S. marketers target consumers who have moved to the U.S. and are new to the U.S. culture? How do U.S. marketers target consumers who live outside the U.S. and are adopting parts of the U.S. culture?
Culture Is Learned
Issues
Enculturation and acculturation Language and symbols Ritual Sharing of culture Without a common language ,shared meaning could not exist Marketers must choose appropriate symbols in advertising Marketers can use known symbols for associations
How Does a Symbol Convey the Products Advertised Benefits?
They Provide Additional Meaning to the Ad.
Culture Is Learned
Issues
Enculturation and acculturation Language and symbols Ritual Sharing of culture
A ritual is a type of symbolic activity consisting of a series of steps Rituals extend over the human life cycle Marketers realize that rituals often involve products (artifacts)
What are some rituals (religious, educational, social) that you have experienced? What artifacts or products were part of that ritual? How did marketers influence the choice of these artifacts?
Selected Rituals and Associated Artifacts Table 11.2

SELECTED RITUALS Wedding TYPICAL ARTIFACTS White gown (something old, something new, something borrowed, something blue) U.S. Savings Bond, silver baby spoon Card, present, cake with candles Catered party, card and gift, display of photos of the couples life together Pen, U.S. Savings Bond, card, wristwatch Candy, card, flowers Champagne, party, fancy dress
Birth of child Birthday 50th Wedding anniversary Graduation Valentines Day New Years Eve
Culture Is Learned
Issues
Enculturation and acculturation Language and symbols Ritual Sharing of Culture To be a cultural characteristic, a belief, value, or practice must be shared by a significant portion of the society Culture is transferred through family, schools, houses of worship, and media Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 21
Facial Beauty Ritual of a Young TV Advertising Sales Representative - Table 11.3

1. I pull my hair back with a headband. 2. I take all of my makeup off with LOreal eye makeup remover. 3. Next, I use a Q-tip with some moisturizer around my eyes to make sure all eye makeup is removed. 4. I wash my face with Noxzema facial wash. 5. I apply Clinique Dramatically Different Lotion to my face, neck, and throat. 6. If I have a blemish, I apply Clearasil Treatment to the area to dry it out. 6. Twice weekly (or as necessary) I use Aapri Facial Scrub to remove dry and dead skin. 7. Once a week, I apply Clinique Clarifying Lotion 2 with a cotton ball to my face and throat to remove deep-down dirt and oils. 8. Once every three months, I get a professional salon facial to deep-clean my pores.
Culture is Dynamic
Evolves because it fills needs Certain factors change culture
Technology Population shifts Resource shortages Wars Changing values Customs from other countries
The Measurement of Culture

Content Analysis Consumer Fieldwork Value Measurement Instruments
Content Analysis
A method for systematically analyzing the content of verbal and/or pictorial communication. The method is frequently used to determine prevailing social values of a society.
Which Cultural Value Is Portrayed, and How So?
Progress The Fridge has Superior Design
Which Cultural Value Is This Ad Stressing, and How So?
Fitness and Health Low Calorie
Consumer Fieldwork
Field Observation
Natural setting Subject unaware Focus on observation of behavior
Participant Observation
Value Measurement Survey Instruments

Rokeach Value Survey (RVS) List of Values (LOV) Values and Lifestyles (VALS)
A self-administered inventory consisting of eighteen terminal values (i.e., personal goals) and eighteen instrumental values (i.e., ways of reaching personal goals)
A value measurement instrument that asks consumers to identify their two most important values from a ninevalue list that is based on the terminal values of the Rokeach Value Survey
A value measurement based on two categories: self-definition and resources
American Core Values Criteria for Value Selection

The value must be pervasive. The value must be enduring. The value must be consumer-related.
American Core Values
Achievement and success Material comfort
Activity
Efficiency and practicality
Progress
Individualism
Freedom
External conformity Fitness and health
Humanitarianism
Youthfulness
American Core Values
Scale to Measure Attitude Toward Helping Others

Attitude toward helping others (AHO)
People should be willing to help others who are less fortunate Helping troubled people with their problems is very important to me People should be more charitable toward others in society People in need should receive support from others
Have you observed changes in any of the core values over the past 4 years? Why did those changes occur? How have they affected marketers?
Toward a Shopping Culture

Is shopping what we do to create value in our lives? The younger generation is shopping more This has an effect on credit card debt
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CHAPTER ELEVEN

Influence of Culture on Consumer Behavior

Learning Objectives (continued)

To Which Cultural Value or Values Is This Products Advertising Appealing?

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter Eleven Slide 4

Convenience in Food Preparation

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter Eleven Slide 5

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter Eleven Slide 6

A Theoretical Model of Cultures Influence on Behavior - Figure 11.2

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter Eleven Slide 7

The Invisible Hand of Culture

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter Eleven Slide 8

Lifestyle Matrix for Global Youth Figure 11.3

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter Eleven Slide 9

Culture Satisfies Needs

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter Eleven Slide 10

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter Eleven Slide 11

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter Eleven Slide 12

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter Eleven Slide 13

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter Eleven Slide 14

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

How Does a Symbol Convey the Products Advertised Benefits?

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter Eleven Slide 16

They Provide Additional Meaning to the Ad.

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter Eleven Slide 17

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter Eleven Slide 18

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter Eleven Slide 19

Selected Rituals and Associated Artifacts Table 11.2

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter Eleven Slide 20

Facial Beauty Ritual of a Young TV Advertising Sales Representative - Table 11.3

The Measurement of Culture

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter Eleven Slide 24

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter Eleven Slide 25

Which Cultural Value Is Portrayed, and How So?

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter Eleven Slide 26

Progress The Fridge has Superior Design

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter Eleven Slide 27

Which Cultural Value Is This Ad Stressing, and How So?

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter Eleven Slide 28

Fitness and Health Low Calorie

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter Eleven Slide 29