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Influence of Culture on Consumer Behavior

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1 Influence of Culture on Consumer Behavior
CHAPTER ELEVEN Influence of Culture on Consumer Behavior

2 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Learning Objectives To Understand What Culture Is and How It Impacts Consumer Behaviors. To Understand How Culture Acts as an “Invisible Hand” That Guides Consumption-Related Attitudes, Values, and Behavior. To Understand How Culture Sets Standards for What Satisfies Consumers’ Needs. To Understand How Culture Is Learned and Expressed in Language, Symbols, and Rituals. Here is an outline of the topics for Chapter Eleven. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

3 Learning Objectives (continued)
To Understand How Consumers Are Always Adapting to Culture-Related Experiences. To Understand How the Impact of Culture on Consumer Behavior Is Measured. To Understand How Core Cultural Values Impact American Consumers. To Understand How the American Culture Became a “Shopping Culture.” Here is an outline of the topics for Chapter Eleven. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

4 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
To Which Cultural Value or Values Is This Product’s Advertising Appealing? Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

5 Convenience in Food Preparation
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

6 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Culture The sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society. To understand culture, just think of the difference between two societies. How do they think, believe, and act differently? Even though many believe culture is becoming less distinct from country to country, I am sure you can identify differences in values and behaviors. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

7 A Theoretical Model of Culture’s Influence on Behavior - Figure 11.2
This theoretical model of culture’s influence on behavior gives us a sense of how culture combines with personality traits to build our beliefs and values. This forms our attitudes, which combine with social norms to determine how we intend to behave, and consequently do behave, in given situations. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

8 The Invisible Hand of Culture
Each individual perceives the world through his own cultural lens We often don’t think about the influence that culture has on behavior. Sometimes things just seem like the “right thing to do.” The statement in this slide helps sum up culture as a lens with which people see the world. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 8 Chapter Eleven Slide

9 Lifestyle Matrix for Global Youth Figure 11.3
Researches have developed this matrix for ages The segments are as follows: The in-crowd is all about privilege and reinforcement Pop mavericks spread word of mouth rapidly and like individuality Networked intelligentsia are the hub of online social networks and are creative Thrill renegades are all about infamy, adrenaline, and anarchy Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 9 Chapter Eleven Slide

10 Culture Satisfies Needs
Food and Clothing Needs vs. Luxury What kinds of needs does culture help satisfy? It helps us decide where to eat, when to eat, and what to eat. It helps us know which products we simply must have, like a cell phone, and what products are a luxury, like a private plane. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 10 Chapter Eleven Slide

11 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
In Terms of “Culture,” Do You Consider This Product to Be a “Good Morning” Beverage? Why or Why Not? Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

12 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Many Will Say “NO” Due to Lack of Nutritional Value and Competing Products (Coffee). Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

13 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Culture Is Learned Issues Enculturation and acculturation Language and symbols Ritual Sharing of culture Enculturation The learning of one’s own culture Acculturation The learning of a new or foreign culture We learn about our own culture from the time we are small children. Through both informal and formal learning, we learn how to behave and the difference between right and wrong. The learning of our own culture usually happens slowly over time. Quite often, when someone moves, they must learn a new culture. This process of acculturation can be very difficult and will differ based on age, interest in the culture, and desire to become part of the new society. This web link gives you information on doing business in Japan and some cultural issues, including etiquette and manners. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

14 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
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? You may have been exposed to many of these marketers if you live within a city. In addition, if you are not from the U.S. or have traveled extensively, you may have noticed marketing to local cultures. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

15 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Culture Is Learned Issues Without a common language ,shared meaning could not exist Marketers must choose appropriate symbols in advertising Marketers can use “known” symbols for associations Enculturation and acculturation Language and symbols Ritual Sharing of culture There is a strong symbolic nature to human language. We use symbols to communicate with each other and marketers will use symbols to communicate to their customers. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

16 How Does a Symbol Convey the Product’s Advertised Benefits?
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

17 They Provide Additional Meaning to the Ad.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

18 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Culture Is Learned Issues 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) Enculturation and acculturation Language and symbols Ritual Sharing of culture You can probably think of many rituals in which you have been involved – birthday parties, weddings, graduations, or religious rites of passage. Many of these rituals involved artifacts, objects that are important to the day. Some rituals might even be informal, like poker night. Are there certain artifacts that students absolutely must have? Food, perhaps, music or objects. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

19 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Discussion Questions 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? No doubt, growing up you were involved in some rituals – high school graduation, rite of passage rituals, births, or deaths. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

20 Selected Rituals and Associated Artifacts - Table 11.2
TYPICAL ARTIFACTS Wedding White gown (something old, something new, something borrowed, something blue) Birth of child U.S. Savings Bond, silver baby spoon Birthday Card, present, cake with candles 50th Wedding anniversary Catered party, card and gift, display of photos of the couple’s life together Graduation Pen, U.S. Savings Bond, card, wristwatch Valentine’s Day Candy, card, flowers New Year’s Eve Champagne, party, fancy dress Table 11.2 presents some rituals and artifacts. These might be some of the same rituals you identified in the previous discussion question. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

21 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
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 A culture can not just exist within one person. There must be a large group which is involved, a significant portion of society. We will discuss subcultures in the next chapter, which are smaller subcultural groups that exist within larger cultures. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

22 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
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 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. I apply Clinique Dramatically Different Lotion to my face, neck, and throat. 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. Here is an example of a ritual that someone might undergo every day. Notice how it includes certain products with which the consumer is often resistant to change. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

23 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Culture is Dynamic Evolves because it fills needs Certain factors change culture Technology Population shifts Resource shortages Wars Changing values Customs from other countries It is important for marketers to realize that culture is changing. The products that fulfill needs, what is cool and in style, are constantly changing. Large cultural shifts may occur due to events that affect society. Certain cultures would like to change. For example, this is a link to changing the drinking culture at colleges. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 23 Chapter Eleven Slide

24 The Measurement of Culture
Content Analysis Consumer Fieldwork Value Measurement Instruments Measurement techniques are used to track values and social trends for government and business. Each one will be looked at individually on the following slides. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

25 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
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. Researchers can look at magazines, websites, television commercials, and even blogs to see what changes might be occurring and what values are important. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

26 Which Cultural Value Is Portrayed, and How So?
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

27 Progress – The Fridge has Superior Design
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

28 Which Cultural Value Is This Ad Stressing, and How So?
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

29 Fitness and Health – Low Calorie
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

30 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Consumer Fieldwork Field Observation Natural setting Subject unaware Focus on observation of behavior Participant Observation With consumer fieldwork, researchers observe behavior. This can be done in the field or by actively involving participants to observe their own behavior and beliefs. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 30 Chapter Eleven Slide

31 Value Measurement Survey Instruments
Rokeach Value Survey (RVS) A self-administered inventory consisting of eighteen “terminal” values (i.e., personal goals) and eighteen “instrumental” values (i.e., ways of reaching personal goals) List of Values (LOV) A value measurement instrument that asks consumers to identify their two most important values from a nine-value list that is based on the terminal values of the Rokeach Value Survey Values and Lifestyles (VALS) A value measurement based on two categories: self-definition and resources Instead of observing behavior, these techniques use surveys of consumers. As you can see, there are a variety of these studies, each a bit different in the number of questions that are asked and the categories they choose to emphasize. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

32 American Core Values Criteria for Value Selection
The value must be pervasive. The value must be enduring. The value must be consumer-related. When looking at American culture, what are the core values that reflect society? To be included on the list on the following page, the core values have to meet these three criteria. They have to be pervasive, where a significant portion of the population accepts this value. They have to be enduring, lasting for a significant period of time, and they must be consumer related, in that they help us understand consumption. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

33 Achievement and success Efficiency and practicality
American Core Values Achievement and success Activity Efficiency and practicality Progress Material comfort Individualism Freedom External conformity Humanitarianism Youthfulness Fitness and health These eleven values can be considered the “building blocks” of American culture. Take a minute to think about each one. There is probably a good chance that you can picture an advertisement that appeals to each of these values. Most of these values are clearly stated and should be easily understandable. The ones that might need some description are progress and external conformity. Progress relates to the fact that people and the society can improve themselves. It is closely tied to the related values of achievement, success, efficiency, and practicality. External conformity relates to the fact that although consumers like freedom of choice and individualism, they all accept the reality of conformity. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

34 American Core Values What American Core Values do these ads represent?
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

35 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 This is a scale that is used to measure people’s attitudes toward helping others. There is a related scale that measures their attitudes toward charitable organizations, which is also given in the textbook. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 35 Chapter Eleven Slide

36 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Discussion Questions 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? Think back to when you were in high school. The messages are often very strong in media, through public speakers, and in the press. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

37 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 The “shop till you drop” mentality has propelled shopping to an American pastime. People of all ages view shopping as more than a necessity but a hobby, interest, and important part of their lives. In some cases, shopping becomes an addiction. This web link takes you to WebMD which discusses this addiction. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

38 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, 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 Prentice Hall Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide


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