Wk 13 Culture and Consumers

  Influence of

Culture on

Consumer

  Behavior Wk

  13

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 Consumption-

Related 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.

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 Product’s

Advertising Appealing?

  

Convenience in Food

Preparation

  The sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society.

Culture

  A Theoretical Model of Culture’s 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 cul
• Enculturation
• – The learning of one’s 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

• Without a common language ,shared meaning could not
• Enculturation

  exist and

• Marketers must

  acculturation choose appropriate

• Language and

  symbols in advertising symbols

• Marketers can use
• Ritual

  “known” symbols for

• Sharing of

  associations culture

  

How Does a Symbol Convey

the Product’s Advertised

Benefits?

  

They Provide Additional

Meaning to the Ad.

  

Culture Is Learned

Issues

• A ritual is a type of symbolic activity
• Enculturation

  consisting of a series and of steps acculturation

• Rituals extend over
• Language and

  the human life cycle symbols

• Marketers realize that
• Ritual

  rituals often involve

• Sharing of products (artifacts) culture

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?

  Selected Rituals and Associated Artifacts - Table

  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

  

Culture Is Learned

Issues

• Enculturation • To be a cultural

  characteristic, a belief, and value, or practice acculturation must be shared by a

• Language and

  significant portion of symbols the society

• Ritual
• Culture is transfe
• Sharing of

  through family, Culture

  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.

  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

  A method for systematically analyzing the content of verbal and/or pictorial

Content Content

  communication. The

Analysis Analysis

  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

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

  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 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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