Influence of Culture on Consumer Behavior

CHAPTERELEVEN

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.

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 2Chapter Eleven Slide

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.”

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 3Chapter Eleven Slide

To Which Cultural Value or Values Is This Product’s Advertising Appealing?

4Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

Convenience in Food Preparation

5Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

Culture

The sum total of learned beliefs, values, and

customs that serve to regulate the consumer

behavior of members of a particular society.

6Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

A Theoretical Model of Culture’s Influence on Behavior - Figure 11.2

7Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

The Invisible Hand of Culture

Each individual perceives the world through his own

cultural lens

88Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

Lifestyle Matrix for Global YouthFigure 11.3

99Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

Culture Satisfies Needs

• Food and Clothing• Needs vs. Luxury

1010Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

In Terms of “Culture,” Do You Consider This Product to Be a “Good Morning” Beverage? Why or Why Not?

11Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

Many Will Say “NO” Due to Lack of Nutritional Value and Competing Products (Coffee).

12Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

Culture Is Learned

• 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

Issues

13Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

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?

14Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

Culture Is Learned

• Enculturation and acculturation

• Language and symbols

• Ritual• Sharing of culture

Issues • Without a common language ,shared meaning could not exist• Marketers must choose

appropriate symbols in advertising• Marketers can use “known”

symbols for associations

15Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

How Does a Symbol Convey the Product’s Advertised Benefits?

16Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

They Provide Additional Meaning to the Ad.

17Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

Culture Is Learned

• Enculturation and acculturation

• Language and symbols

• Ritual• Sharing of culture

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)

18Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

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?

19Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

Selected Rituals and Associated Artifacts - Table 11.2

SELECTED RITUALS 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

20Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

Culture Is Learned

• Enculturation and acculturation

• Language and symbols

• Ritual• Sharing of Culture

Issues

• 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

21Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

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.

22Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

Culture is Dynamic

• Evolves because it fills needs• Certain factors change culture– Technology– Population shifts– Resource shortages– Wars– Changing values– Customs from other countries

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 2323Chapter Eleven Slide

The Measurement of Culture

• Content Analysis• Consumer Fieldwork• Value Measurement

Instruments

24Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

Content Content AnalysisAnalysis

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.

25Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

Which Cultural ValueIs Portrayed, and How So?

26Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

Progress – The Fridge has Superior Design

27Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

Which Cultural ValueIs This Ad Stressing, and How So?

28Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

Fitness and Health – Low Calorie

29Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

Consumer Fieldwork

• Field Observation– Natural setting– Subject unaware– Focus on observation of behavior

• Participant Observation

3030Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

Value Measurement Survey Instruments

31Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

American Core ValuesCriteria for Value Selection

• The value must be pervasive.• The value must be enduring.• The value must be consumer-related.

32Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

American Core Values

33Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

American Core Values

34Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

Scale to Measure Attitude Toward Helping Others

3535Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

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?

36Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

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

37Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

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

38Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide