Ch.2: The Influence of Culture on Consumer Behavior - The sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society.

Issues in Culture Enculturation and acculturation Language and symbols Ritual Sharing of Culture

The Movement of Cultural Meaning Culturally Constituted World Advertising/Fashion System Fashion System Consumer Goods Possession Ritual Exchange Ritual Grooming Ritual Divestment Ritual Individual Consumer Location of Meaning Instrument of Meaning Transfer

Ritualistic Behavior Any behavior that is made into a ritual (e.g., baseball players swinging bat a certain number of times and kicking the dirt to ensure a good swing).

The Measurement of Culture Content analysis Consumer Fieldwork Value Measurement Instruments

Characteristics of Field Observation Takes place within a natural environment Performed sometimes without the subject’s awareness Focuses on observation of behavior

Value Measurement Survey Instruments Rokeach Value Survey (RVS) List of Values (LOV) Values and Lifestyles (VALS)