Value , Norm , Chara& Affec on Consum Behaviou
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Transcript of Value , Norm , Chara& Affec on Consum Behaviou
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Consumer Behavior,Ninth Edition
Schiffman & Kanuk
Copyright 2007 by Prentice Hall
Chapter 12
The Influence of Culture onConsumer Behavior
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12 - 2Copyright 2007 by Prentice Hall
Chapter Outline
• What is Culture?
• How Culture Is Learned
• The Measurement of Culture• American Core Values
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12 - 3Copyright 2007 by Prentice Hall
Culture
The sum total of learned
beliefs, values, and
customs that serve toregulate the consumer
behavior of members of
a particular society.
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12 - 4Copyright 2007 by Prentice Hall
A Theoretical Model of Cultures’
Influence on BehaviorFigure 12-1
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12 - 5Copyright 2007 by Prentice Hall
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
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12 - 6Copyright 2007 by Prentice Hall
Discussion Question
• 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?
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This ad would
appeal tothose from
other countries
who are now
interested in
buying ahouse in the
U.S.
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The EU has
a Web site
for new
citizens.
weblink
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The Movement of Cultural Meaning
Figure 12.2
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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 inadvertising
• Marketers can use
“known” symbols for
associations
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ThisWeb site
explores
animals assymbols for
advertising.
weblink
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This ad uses
the symbol of
a magnet to
emphasize its
benefits.
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12 - 13Copyright 2007 by Prentice Hall
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 thehuman life cycle
• Marketers realize that
rituals often involve
products (artifacts)
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12 - 14Copyright 2007 by Prentice Hall
Discussion Question
• 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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12 - 15Copyright 2007 by Prentice Hall
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 thesociety
• Culture is transferred
through family, schools,
houses of worship, and
weblink
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Table 12.2 Selected Rituals and
Associated ArtifactsSELECTED 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
Thanksgiving Prepare a turkey meal for family and friends
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12 - 18Copyright 2007 by Prentice Hall
Table 12.3 Facial Beauty Ritual of a Young TV
Advertising Sales Representative
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.
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12 - 19Copyright 2007 by Prentice Hall
The Measurement of Culture
• Content Analysis
• Consumer Fieldwork
• Value Measurement Instruments
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12 - 20Copyright 2007 by Prentice Hall
ContentAnalysis
A method for
systematically analyzing
the content of verbal
and/or pictorial
communication. Themethod is frequently
used to determine
prevailing social valuesof a society.
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12 - 21Copyright 2007 by Prentice Hall
FieldObservation
A cultural measurementtechnique that takes
place within a natural
environment thatfocuses on observing
behavior (sometimes
without the subjects’
awareness).
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Characteristics of Field
Observation• Takes place within a natural environment
• Performed sometimes without the
subject’s awareness
• Focuses on observation of behavior
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Participant-Observers
Researchers who
participate in the
environment that theyare studying without
notifying those who
are being observed.
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12 - 24Copyright 2007 by Prentice Hall
Value Measurement Survey
Instruments• Rokeach Value Survey (RVS)
– A self-administered inventory consisting ofeighteen “terminal” values (i.e., personal goals)and eighteen “instrumental” values (i.e., ways ofreaching personal goals)
• List of Values (LOV) – A value measurement instrument that asks
consumers to identify their two most importantvalues from a nine-value list that is based on the
terminal values of the Rokeach Value Survey• Values and Lifestyles (VALS) – A value measurement based on two categories:
self-definition and resources
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Table 12.5
Excerpt from the Rokeach Value SurveyTERMINAL VALUES INSTRMENTAL VALUES
A comfortable life Ambitious
An exciting life Broad-minded
A world at peace Capable
Equality Cheerful
Freedom Clean
Happiness Courageous
National security Forgiving
Pleasure Helpful
Salvation Honest
Social recognition Imaginative
True friendship Independent
Wisdom Intellectual
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This ad
references aterminal
value.
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12 - 27Copyright 2007 by Prentice Hall
American Core Values
• Achievement and
success
• Activity
• Efficiency andpracticality
• Progress
• Material comfort
• Individualism
• Freedom
• External conformity
• Humanitarianism
• Youthfulness
• Fitness and health
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Discussion Question
• 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?
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Criteria for Value Selection
• The value must be pervasive.
• The value must be enduring.
• The value must be consumer-related.
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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