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

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Culture
The sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society.
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3. Culture
A culture is a society’s personality and our membership in a culture plays a big role in shaping our identities as individuals.
Culture is the ‘lens’ through which people view products.
Culture offers order, direction and guidance in all phases of human problem solving.
We do not usually acknowledge and appreciate the power of culture unless encounter a different culture- “Culture Shock”

4. Characteristics of culture
Culture is invented.
Culture is learned.
Culture is socially shared.
Cultures are similar but different.
Culture is adaptive.
Culture is dynamic.
Culture is prescriptive.

5. Three levels of subjective culture
Supranational
Reflects the underlying dimensions of culture that impact multiple cultures or different societies.
National
Tend to capture the essence of the ‘national character’-shared core values, customs, personalities in national level.
Group
Focuses on various subdivisions of a country or society.

6. Forms of Cultural Learning
Formal Learning
Informal Learning
Technical Learning

7. Beliefs, Values, Customs….
Beliefs- Very large number of mental or verbal statements that reflect individual’s particular knowledge and assessment of something
Values
Relatively few in number
Serve as a guide for culturally appropriate behavior
Enduring and difficult to change
Not tied to specific objects or situations
Widely accepted by the members of the society
Customs-overt modes of behavior that constitute culturally approved or acceptable ways of behaving in specific situations

8. 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
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9. Ad Using Visual Imagery as a Symbol

10. An Achievement-Success Appeal

11. Ad Stressing Saving Time and Money

12. Progress is a Winning Appeal

13. Ad Featuring the Freedom of Choice

14. Fighting the Signs of Aging

15. “You Are What You Eat”

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In Terms of “Culture,” Do You Consider This Product to Be a “Good Morning” Beverage? Why or Why Not?
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Many Will Say “NO” Due to Lack of Nutritional Value and Competing Products (Coffee).
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Culture Is Learned
Issues
Enculturation
The learning of one’s own culture
Acculturation
The learning of a new or foreign culture
Enculturation and acculturation
Language and symbols
Ritual
Sharing of culture
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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
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20. How Does a Symbol Convey the Product’s Advertised Benefits?
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21. They Provide Additional Meaning to the Ad.
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22. 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
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23. 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?
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24. Selected Rituals and Associated Artifacts
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
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25. 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
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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.
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27. 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
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Chapter Eleven Slide

28. The Measurement of Culture
Content Analysis
Consumer Fieldwork
Value Measurement Instruments
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29. 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.
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30. Which Cultural Value Is Portrayed, and How So?
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31. Progress – The Fridge has Superior Design
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32. Which Cultural Value Is This Ad Stressing, and How So?
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33. Fitness and Health – Low Calorie
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Consumer Fieldwork
Field Observation
Natural setting
Subject unaware
Focus on observation of behavior
Participant Observation
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Subculture
A distinct cultural group that exists as an identifiable segment within a larger, more complex society
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36. Relationship Between Culture & Subculture
Subcultural
Traits of
Easterners
Dominant
Cultural
Traits of
U.S. Citizens
Subcultural
Traits of
Westerners

37. Examples of Major Subcultural Categories
Nationality
Jamaican, Vietnamese, French
Religion
Mormon, Baptist, Catholic
Geographic region
Northeast, Southwest, Midwestern
Race
Pacific Islander, Native American, Caucasian
Age
Senior citizen, teenager, Xers
Gender
Female, Male
Occupation
Bus driver, mechanic, engineer
Social class
Lower, middle, upper

39. Marketing Across Cultural Boundaries is a Difficult and Challenging Task
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40. Marketing Challenges

41. Cultural Variations in Nonverbal Communications
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42. Cultural Variations in Nonverbal Communications
Time
Space
Overall use and meanings assigned to space vary widely among different cultures
The meaning of time varies between cultures in two major ways:
Time perspective
monochronic
polychronic
Meanings in the use of time
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43. Cultural Variations in Nonverbal Communications
Symbols
Relationships
Colors, animals, shapes, numbers, and music have varying meanings across cultures.
Failure to recognize the meaning assigned to a symbol can cause serious problems!
How quickly and easily do cultures form relationships and make friends?
Americans tend to form relationships and friends quickly and easily.
Chinese relationships are much more complex and characterized by guanxi.
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44. Cultural Variations in Nonverbal Communications
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45. Cultural Variations in Nonverbal Communications
Agreements
Things
The cultural meaning of things leads to purchase patterns that one would not otherwise predict.
The differing meanings that cultures attach to things, including products, make gift-giving a particularly difficult task.
How does a culture ensure business obligations are honored? How are disagreements resolved?
Some cultures rely on a legal system; others rely on relationships, friendships, etc.
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46. Cultural Variations in Nonverbal Communications
Etiquette
The generally accepted ways of behaving in social situations.
Behaviors considered rude or obnoxious in one culture may be quite acceptable in another!
Normal voice tone, pitch, and speed of speech differ between cultures and languages, as do the use of gestures.
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47. Cultural Variations Subculture Counterculture
Groups that share traits with each other but not the larger society
Examples are groups organized by age, gender, politics, or geography
Most do not reject all of the values of the larger society
Most subcultures do not threaten the larger American culture
Counterculture
Countercultures adopt values that are designed to challenge the values of the larger society
Examples are groups such as cyberpunks, anarchists, the Mafia, and hippies

48. Global Cultures A Global Youth Culture? Global Desi
Mass media and the Internet have had an impact of uniformity among teens around the world.
They tend to watch many of the same shows, movies and videos, listen to the same music, and dress alike.
Technology is important factor but U.S. teens and brands no longer lead the way.
Global Desi
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