Eleven: Influence of Cultureon Consumer Behavior

CHAPTER
ELEVEN
Influence of Cultureon
Consumer Behavior
To Which Cultural Value or Values Is
This Product’s Advertising Appealing?
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 2
Convenience in Food Preparation
The sum total of learned
beliefs, values, and
customs that serve to
Culture
regulate the consumer
behavior of members of
a particular society.
A Theoretical Model of Culture’sInfluence
on Behavior - Figure 11.2
What is Culture?
Scholars have never been able to agree on a simple

definition of culture.
“The Complex whole which includes knowledge, belief,
art, morals, law, custom and other capabilities acquired
by man as a member of society” – Edward Burnett Tylor
“The collective programming of the mind which
distinguishes the members of one human group from
another. Culture, in this sense, includes systems of
values; the values are the building blocks of culture” –
Geert Hofstede
What Is Culture? (Cont.)
-values are abstract ideas about what a group believes to be

good, right, and desirable. Values are shaped assumptions
about how things ought to be.
-norms are the social rules and guidelines that prescribe

appropriate behavior in particular situations.
Society refers to a group of people who share a common

set of values and norms. While a society may be
equivalent to a country, some countries harbor several
societies (multiple cultures) and some societies embrace
more than one country.
3-7
Values
-Values are the bedrock of a culutre.
- They provide a context within which a scociety’s norms

are established and justified.
- They may include a society’s attitude toward such

concepts as Induvial freedom, democracy truth, justice,
honesty, loyalty, social obligation, collective
responsibility, the role of women, love sex, marriage and
so on.
- Values are often reflected in the political and

economic system of a society.
Norms
-Norms are social rules that govern people’s action toward one
another.
2 major subdivisions- Folkways & Mores.
Folkways: The routine conventions of everyday life. Generally,

folkways are actions of little moral significance. Rather, they are
social conventions concerning things such as the appropriate
dress code in a particular situation, good social manner, eating
with the correct utensils, neighborly behavior and so on.
It is like how people are expected to behave. Violation of

Folkways is not normally a serious matter. Foreigners in many
countries are excused initially.
Mores
-Mores are norms that are seen as central to the functioning of a
society and to its social life. They have much greater
significance than folklore.
-Violating them can bring serious retribution.
Examples: Theft, Adultery, Cannibalism etc. In many societies,

certain moves have been enacted into law.
Differences ae there though. In USA, for example, drinking

alcohol is widely accepted, whereas in Saudi Arabia the
consumption of alcohol is viewed as violating important social
mores and punishable by imprisonment.
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 • Enculturation

acculturation – The learning of one’s
own culture
• Language and
• Acculturation
symbols – The learning of a new or
• Ritual foreign culture
• Sharing of culture
Culture Is Learned
Issues • Without a common
language ,shared meaning
could not exist
• Enculturation and
acculturation • Marketers must choose
appropriate symbols in
• Language and
advertising
symbols
• Marketers can use
• Ritual
“known” symbolsfor
• Sharing of culture associations
How Does a SymbolConvey the Product’s
Advertised Benefits?
They Provide Additional
Meaning to theAd.
Gesture difference
Gesture Difference
Greeting Differences
Culture Is Learned
Issues
• A ritual is a type of
symbolic activity consisting
• Enculturation and of a series of steps
acculturation
• Rituals extend over the
• Language and human life cycle
symbols
• Marketers realize that
• Ritual rituals often involve
• Sharing of culture products (artifacts)
Discussion Questions
• What are some rituals (religious, educational,

social) that you haveexperienced?
• What artifacts or products were part of that
ritual?
• How did marketers influence the choiceof
these artifacts?
Culture Is Learned
Issues • To be a cultural
characteristic, a belief,
• Enculturation and value, or practice mustbe
acculturation shared by a significant
• Language and portion of the society
symbols • Culture is transferred
• Ritual through family, schools,
• Sharing of Culture houses of worship, and
media
Facial Beauty Ritual of a YoungTV Advertising
Sales Representative - Table 11.3
1. I pull my hair back with a headband.
2. I take all of my makeup off with L’Oreal 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.
7. 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
– Education
– Changing values
– Customs from other countries
The Measurement of Culture
• Content Analysis
• Consumer Fieldwork
• Value Measurement
Instruments
A method for
systematically analyzing
the content of verbal
and/or pictorial
Content
communication. The
Analysis
method is frequently
used to determine
prevailing social values
of a society.
Which Cultural Value
Is Portrayed, and HowSo?
Progress – The Fridge has
Superior Design
Which Cultural Value
IsThis 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)
The Rokeach Value Survey (RVS) is a values classification
instrument. Developed by social psychologist Milton Rokeach, the
instrument is designed for rank-order scaling of 36 values, including
18 terminal 18 instrumental values. The task for participants in the
survey is to arrange the 18 terminal values, followed by the 18
instrumental values, into an order "of importance to YOU, as guiding
principles in YOUR life".
The RVS has been studied in the context of personality

psychology, behavior, marketing, social structure and cross-cultural
studies.
Rokeach's RVS is based on a 1968 volume (Beliefs, Attitudes, and

Values) which presented the philosophical basis for the association
of fundamental values with beliefs and attitudes.
Rokeach Value Survey
Terminal Values refer to desirable end-states of existence. These are the goals
that a person would like to achieve during his or her lifetime. These values vary
among different groups of people in different cultures.
Instrumental Values refer to preferable modes of behavior. These are
preferable modes of behavior, or means of achieving the terminal values.
American Core Values
American Core Values
Scale to Measure Attitude
Toward Helping Others
Discussion Questions
• Have you observed changes in any of the core

values over the past 4years?
• Why did those changesoccur?
• 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
Most Culturally Diverse Country?
What is the largest religious group in the
world?
http://www.pewforum.org/2017/04/05/the-changing-global-religious-landscape/
Which Countries have highest literacy rate in the
world?
https://www.worldatlas.com/articles/the-highest-literacy-rates-in-the-world.html
Most Widely spoken language in the world
in 2017 (native speaker wise)?
https://www.statista.com/statistics/266808/the-most-spoken-languages-worldwide/
Change in McDonalds Menu reflects
adaptation strategy in different countries
McDonald’s Different Menu across the
world
http://www.businessinsider.com/mcdonalds-meals-from-around-the-world-2013-11#now-find-out-how-to-get-the-
most-food-for-your-money-22
world
world
world
world
world
world
McDonald’s Different Menu across the world
Geert Hofstede
Geert Hofstede (Born in 1928)

from Netherlands is an
influential Dutch researcher in
the fields of organisational
studies, organisational culture,
cultural economics and
management.
He is a well-known pioneer in
his research of cross-cultural
groups and organisations.
Hofstede’s cultural dimensions
• Power distance
• Collectivism vs. Individualism
• Masculinity vs. Femininity
• Uncertainty avoidance
• Long vs. Short term orientation
• Indulgence
1 Hofstede,G. (1966) ‘An American in Paris: The influence of nationality on

organisation theories’. In: Organisation Studies 17/3.
Power distance
• This dimension deals with the fact that all

individuals in societies are not equal – it
expresses the attitude of the culture towards
these inequalities amongst us. Power
Distance is defined as the extent to which
the less powerful members of institutions
and organizations within a country expect
and accept that power is distributed
unequally.
High vs. Low power distance
Features of high power distance cultures Features of low power distance cultures
Members accept power distance as part of Power is exerted only where it is necessary.
social order, it determines what is right and
wrong.
More powerful members of society perceive People are equal, they consider social
their subordinates as unequal. inequalities obsolete.
Subordinates fear the more powerful Cooperation should be based on the
members. principle of solidarity.
There is not much trust among co-workers Subordinates are considered as older, more
experienced colleagues.
Majority of people are dependent on others. Co-workers are prone to trust one another.
Subordinates are blamed for mistakes. The system is blamed for mistakes.
There is a strong conflict between the strong Everyone should have equal rights
and the weak members
Social inequalities are accepted; every Strong and weak members coexist in
person has a high or low place in the social harmony
order and is protected by law
Example
High vs. Low power distance
Bangladesh scores high on this dimension (score of 80) which

means that people accept a hierarchical order in which
everybody has a place and which needs no further justification.
Hierarchy in an organization is seen as reflecting inherent
inequalities, centralization is popular, subordinates expect to be
told what to do and the ideal boss is a benevolent autocrat
Individualism vs Collectivism
• It is the degree to which individuals are
integrated into groups. In individualistic
societies, the stress is put on personal
achievements and individual rights. In
collectivist societies, individuals act
predominantly as members of a lifelong
and cohesive group.
The fundamental issue addressed by this

dimension is the degree of interdependence a
society maintains among its members. It has to
do with whether people´s self-image is defined in
terms of “I” or “We”. In Individualist societies
people are supposed to look after themselves and
their direct family only. In Collectivist societies
people belong to ‘in groups’ that take care of them
in exchange for loyalty.
Features of individualistic cultures Features of collectivistic cultures
Everyone has the right to have their own opinions. Opinions are shaped by the group.
A person’s commitments include: their own interest, Commitments towards the family: harmony, respect,
self-education, their own debts. family honoor and loyalty.
Education is a lifelong process, one learns how to Education is for young people, one learns how to
learn and acquire useful information and skills. behave.
People are expected to care for themselves and Everyone is a part of a larger group and is expected
their immediate family. to be loyal and care for its well-being.
People have high self-awareness and are Group awareness precedes, mutual relationships
independent. and ties are emphasized.
Friendship is a basic human need. Friendships are determined by group membership.
Decisions are made individually and are influenced The group makes all decisions.
by people’s beliefs and opinions
Example
Bangladesh, with a score of 20 is considered a

collectivistic society. This is manifest in a close long-
term commitment to the member ‘group’, be that a
family, extended family, or extended relationships.
Loyalty in a collectivist culture is paramount, and
over-rides most other societal rules and regulations.
The society fosters strong relationships where
everyone takes responsibility for fellow members of
their group. In collectivist societies offence leads to
shame and loss of face, employer/employee
relationships are perceived in moral terms (like a
family link), hiring and promotion decisions take
account of the employee’s in-group, management is
the management of groups.
Masculinity vs Femininity
• Masculine cultures value success, money and

material possessions, whereas feminine cultures
place more value on relationships and quality of life.
In masculine cultures, the differences between
gender roles are more rigid and less fluid than in
feminine cultures.
• Interestingly, masculine cultures are those that used

to be at war often, while feminine cultures are those
in which men and women had to support each other
in order to persevere in harsh life conditions.
Typical opinions of people from a Typical opinions of people from a feminine
masculine culture culture
Men’s role is to rule, women’s role is to raise Men are also involved in children’s
up children. upbringing.
Gender roles are explicit and concrete. Gender roles are interchangeable.
Men should dominate in a society. Genders should be treated equally.
Independence is the highest ideal. Mutual dependence is the highest ideal.
People who achieve success are worthy of People who handle adversity deserve
admiration. appreciation.
Ambitions lead to action. Service is the greatest motivator to action.
The great and the fast are beautiful. The little and the slow are beautiful.
Example
Bangladesh scores 55 on this

dimension and can be considered a a
Masculine society. In Masculine
countries people “live in order to work”,
managers are expected to be decisive
and assertive, the emphasis is on
equity, competition and performance
and conflicts are resolved by fighting
them out.
Uncertainty Avoidance
The dimension Uncertainty Avoidance has to do with

the way that a society deals with the fact that the
future can never be known: should we try to control
the future or just let it happen? This ambiguity brings
with it anxiety and different cultures have learnt to deal
with this anxiety in different ways. The extent to which
the members of a culture feel threatened by
ambiguous or unknown situations and have created
beliefs and institutions that try to avoid these is
reflected in the score on Uncertainty Avoidance.
Typical opinions of people in a high Typical opinions of people in a low uncertainty
uncertainty avoidance culture avoidance culture
Uncertainty is an inevitable; therefore it is a Life’s uncertainty is inevitable; therefore,
constant threat of life. accepting it should be easier.
I feel anxious and stressed. I feel peaceful. I do not experience stress.
I feel an inner imperative to work. Hard work is not a value in itself.
I find people’s deviant tendencies and ideas I do not treat deviance as a threat - tolerance.
threatening – lack of tolerance.
I do not trust young people. I am friendly to young people.
I am unwilling to take risks. I am ready to take risks.
I need strict rules and regulations. The fewer rules, the better.
Experts’ knowledge is the source of my My convictions are shaped by my own common

convicitons. sense.
Example
Bangladesh scores 60 on this dimension

and thus has an high score. Countries
exhibiting high Uncertainty Avoidance
maintain rigid codes of belief and
behaviour and are intolerant of unorthodox
behaviour and ideas. In these cultures
there is an emotional need for rules (even
if the rules never seem to work) time is
money, people have an inner urge to be
busy and work hard, precision and
punctuality are the norm, innovation may
be resisted, security is an important
element in individual motivation.
Long vs Short Term Orientation
• This distinction was added as the last one

to Hofstede's typology. It describes
societies’ time perspective. Long term
oriented societies attach more importance
to the future. In short term oriented
societies, the past and the present are
more valued.
Typical opinions of people from Typical opinions of people from
long term orientation culture short term orientation culture
Tradition needs to be adjusted to the Respect for tradition

present conditions.
Frugality, even meanness A need to behave as others do

regardless of consequences
Expecting delayed gratification Expecting immediate gratification
Importance of preserving one’s own Do anything to achieve a goal

face
Saving for future investments No money saved for investments
Fulfilling social obligations within Fulfilling social obligations no matter

reason the cost
Example
Bangladesh has an intermediate score at 47, this

does not indicate a strong preference in either
direction.
High VS Low Indulgence
One challenge that confronts humanity, now

and in the past, is the degree to which small
children are socialized. Without socialization we
do not become “human”. This dimension is
defined as the extent to which people try to
control their desires and impulses, based on the
way they were raised. Relatively weak control is
called “Indulgence” and relatively strong control
is called “Restraint”. Cultures can, therefore, be
described as Indulgent or Restrained.
High VS Low Indulgence
Bangladesh has a very low Indulgence score of 20. This makes it a

Restrained country. Societies with a low score in this dimension
have a tendency to cynicism and pessimism. Also, in contrast to
Indulgent societies, Restrained societies do not put much emphasis
on leisure time and control the gratification of their desires. People
with this orientation have the perception that their actions are
Restrained by social norms and feel that indulging themselves is
somewhat wrong.
Comparison at a glance
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mechanical, photocopying, recording, or otherwise, without the prior written
permission of the publisher. Printed in the United States of America.
Copyright © 2010 Pearson Education, Inc.Publishing as

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CHAPTER

Scholars have never been able to agree on a simple

-values are abstract ideas about what a group believes to be

-norms are the social rules and guidelines that prescribe

Society refers to a group of people who share a common

-Values are the bedrock of a culutre.

- They provide a context within which a scociety’s norms

- They may include a society’s attitude toward such

- Values are often reflected in the political and

2 major subdivisions- Folkways & Mores.

Folkways: The routine conventions of everyday life. Generally,

It is like how people are expected to behave. Violation of

-Violating them can bring serious retribution.

Examples: Theft, Adultery, Cannibalism etc. In many societies,

Differences ae there though. In USA, for example, drinking

Each individual perceives the

• Food and Clothing

• Enculturation and • Enculturation

• What are some rituals (religious, educational,

• Evolves because it fills needs

The RVS has been studied in the context of personality

Rokeach's RVS is based on a 1968 volume (Beliefs, Attitudes, and

• Have you observed changes in any of the core

• Is shopping what we do to create value in our

Geert Hofstede (Born in 1928)

1 Hofstede,G. (1966) ‘An American in Paris: The influence of nationality on

• This dimension deals with the fact that all

Bangladesh scores high on this dimension (score of 80) which

The fundamental issue addressed by this

Friendship is a basic human need. Friendships are determined by group membership.

Bangladesh, with a score of 20 is considered a

• Masculine cultures value success, money and

• Interestingly, masculine cultures are those that used

Men should dominate in a society. Genders should be treated equally.

Independence is the highest ideal. Mutual dependence is the highest ideal.

Ambitions lead to action. Service is the greatest motivator to action.

Bangladesh scores 55 on this

The dimension Uncertainty Avoidance has to do with

I feel an inner imperative to work. Hard work is not a value in itself.

I am unwilling to take risks. I am ready to take risks.

Experts’ knowledge is the source of my My convictions are shaped by my own common

Bangladesh scores 60 on this dimension

• This distinction was added as the last one

Tradition needs to be adjusted to the Respect for tradition

Frugality, even meanness A need to behave as others do

Expecting delayed gratification Expecting immediate gratification

Importance of preserving one’s own Do anything to achieve a goal

Saving for future investments No money saved for investments

Fulfilling social obligations within Fulfilling social obligations no matter

Bangladesh has an intermediate score at 47, this

One challenge that confronts humanity, now

Bangladesh has a very low Indulgence score of 20. This makes it a

Copyright © 2010 Pearson Education, Inc.Publishing as

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