Solomon Cb09 Ppt 15

7/27/2019 Solomon Cb09 Ppt 15

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15-1Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall

Chapter 15Cultural Influences

on Consumer Behavior

CONSUMER

BEHAVIOR, 9eMichael R. Solomon


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Chapter Objectives

When you finish this chapter, you shouldunderstand why:

A culture is a societys personality; it shapes

our identities as individuals. Myths are stories that express a cultures

values, and in modern times marketing

messages convey these values.


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Chapter Objectives (continued)

Many of our consumption activities includingholiday observances, grooming, and gift

giving are rituals.

We describe products as either sacred orprofane, and its not unusual for some

products to move back and forth between the

two categories.


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What is Culture?

Culture is the accumulation of sharedmeanings, rituals, norms, and traditions

Culture is a societys personality


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Discussion

If you r cul ture were a person, how wou ld youdesc r ibe its personal ity tra i ts?

Now, select another culture youre familiar

w ith. How would those personal ity tra itsd i f fer f rom your own?


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Understanding Culture

Products can reflect underlying culturalprocesses of a particular period:

The TV dinner for the United States

Cosmetics made of natural materialswithout animal testing

Pastel carrying cases for condoms


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Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall

Functional Areas in a Cultural System

Ecology

Social structure

Ideology


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Cultural Dimensions

Power

Distance

Uncertainty

Avoidance

Masculine

versus

Feminine

Individualism

versus

Collectivism

Way members perceive differences in power

when they form interpersonal relationships

Degree to which people feel threatened by

ambiguous situations

Degree to which sex roles are clearly delineated

Extent to which culture values the welfare of the

individual versus that of the group


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Norms in Culture

Enacted norms are specifically chosen

Crescive norms are discovered as we

interact

Customs: norms handed down from thepast that control basic behavior

Mores: custom with a strong moral

overtone

Conventions: norms regarding the

conduct of everyday life


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Discussion

When you go out on a f i rs t date, ident i fy theset of crescive norm s that are operat ing .

Desc r ibe speci f ic behaviors each person

perform s that make i t clear he or she is on afirst date.

What products and services are affected by

these norms?


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Cultural Stories

Every culture developsstories and ceremonies that

help members make sense

of the world

Lucky rabbits foot

Lucky numbers (e.g., 7)

Magic remedies
http://www.luckysurf.com/


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Myths

Myths are stories with symbolic elementsthat represent the shared emotions/ideals of

a culture

Story characteristics Conflict between opposing forces

Outcome is moral guide for people

Myth reduces anxiety by providing

guidelines


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Functions of Myths

Metaphysical

Cosmological

Sociological

Psychological

Help explain origins of existence

Emphasize that all components of the

universe are part of a single picture

Maintain social order by authorizing a

social code to be followed by members of a

culture

Provide models for personal conduct


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Myths Abound in Modern Popular Culture

Myths are often found in comic books,movies, holidays, and commercials

Monomyths: a myth that is common to many

cultures (e.g., Spiderman and Superman) Many movies/commercials present

characters and plot structures that follow

mythic patterns

Gone With the Wind

E.T.: The Extraterrestrial

Star Trek


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Rituals

Rituals are sets of multiple,symbolic behaviors that

occur in a fixed sequence

and that tend to be repeated

periodically

Many consumer activities

are ritualistic

Trips to Starbucks

Sunday brunch


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Rituals and Brands

Fortress brands are those that have becomeembedded in our ceremonies

Consider these rituals:

Getting ready for bed

Checking e-mail

Shaving

Putting on makeup Do you use the same brands every time you

perform the ritual?


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Table 15.1 Types of Ritual Experience

Primary Behavior

Source

Ritual Type Examples

Cosmology Religious Baptism, meditation

Cultural Values Rites of passage

Cultural

Graduation, holidays, Super

BowlGroup Learning Civic Parades, elections

Group Fraternity initiation, office

luncheons

Family Mealtimes, bedtimes, Christmas

Individual Aims and

Emotions

Personal Grooming, household rituals


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Ritual Artifacts

Weddings

Birthdays

Graduations

Ball games

Awards ceremonies

Holidays


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Specific Ritual Types

Grooming rituals

Gift-giving rituals

Holiday rituals

Rites of passage


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Grooming Rituals

Transition from private to public self

Transition from work self to leisure self

Natural state to social world


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Gift-Giving Rituals

Consumers procure the perfect object,meticulously remove the price tag, carefully

wrap it, then deliver it to recipient

Gift giving is a form of: Economic exchange

Symbolic exchange

Social expression

Every culture prescribes certain occasions

and ceremonies for giving gifts


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Stages of the Gift-Giving Ritual

Gestation: giver is motivated by an event toprocure a gift

Structural event: prescribed by culture

(e.g., Christmas)

Emergent event: more personal

Presentation: process of gift exchange when

recipient responds to gift and donor

evaluates response

Reformulation: giver and receiver adjust the

bond between them


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Holiday Rituals

Holidays are based on a myth with acharacter at center of story

Christmas

St. Patricks Day Marketers find ways to encourage gift giving

Secretaries Day and Grandparents Day

Retailers elevate minor holidays to majorones to provide merchandising opportunities

Cinco de Mayo


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Rites of Passage

Rites of passage: special times marked by achange in social status

Separation

Liminality

Aggregation


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Discussion

Desc ribe the three stages of the ri te ofpassage asso ciated w i th graduat ing from

col lege.

Fraternity hazing is just a natural rite ofpassage that shou ld no t be prohib i ted by

universities. Do you agree?


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Sacred and Profane Consumption

Sacred consumption:involves objects and events

that are set apart from

normal activities that are

treated with respect or awe

Profane consumption:

involves consumer objects

and events that are ordinaryand not special


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Sacralization

Sacralization occurs when ordinary objects,events, and even people take on sacred

meaning

Objectification occurs when we attributesacred qualities to mundane items, through

processes like contamination

Collecting is the systematic acquisition of a

particular object or set of objects


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Domains of Sacred Consumption

Sacred places: religious/mystical andcountry heritage, such as Stonehenge,

Mecca, Ground Zero in New York City

Sacred people: celebrities, royalty Sacred events: athletic events, religious

ceremonies


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Sacred Souvenir Icons

Local products (e.g., regional wine)

Pictorial images (e.g., postcards, photos)

Piece of the rock (e.g., seashells)

Literal representations (e.g., mini icons)

Markers (e.g., logo-oriented t-shirts)


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Desacralization

Desacralization: when a sacred item/symbolis removed from its special place or is

duplicated in mass quantities (becomes

profane)

Souvenir reproductions (Statue of Liberty)

Religion has somewhat become desacralized

Fashion jewelry

Christmas and Ramadan as secular,

materialistic occasions


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15 31Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall

Chapter Summary

A culture is a societys personality.

Myths are stories that express a cultures

values.

Many of our consumption activities includerituals associated with holidays, grooming,

rites of passage, and other events.

Products may be sacred or profane andsome may shift between the two categories.

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