Post on 30-Jan-2023
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Influence of Culture on Consumer Behavior
CHAPTER ELEVEN
To Which Cultural Value or Values Is This Product’s Advertising Appealing?
2 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
To Which Cultural Value or Values Is This Product’s Advertising Appealing?
3 Copyright 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.
4 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
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A Theoretical Model of Culture’s Influence on Behavior - Figure 11.2
5 Copyright 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
6 6 Copyright 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
7 7 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
The Invisible Hand of Culture
8 8 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
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The Invisible Hand of Culture
9 9 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
The Invisible Hand of Culture
10 10 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
The Invisible Hand of Culture
11 11 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
The Invisible Hand of Culture
12 12 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
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The Invisible Hand of Culture
13 13 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
The Invisible Hand of Culture
14 14 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
The Invisible Hand of Culture
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Lifestyle Matrix for Global Youth Figure 11.3
16 16 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
Researches have developed this matrix for ages 14-24. The segments are as follows: 1.The in-crowd is all about privilege and reinforcement 2.Pop mavericks spread word of mouth rapidly and like individuality 3.Networked intelligentsia are the hub of online social networks and are creative 4.Thrill renegades are all about infamy, adrenaline, and anarchy
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Culture Satisfies Needs
• Food and Clothing
• Needs vs. Luxury
17 17 Copyright 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?
18 Copyright 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
19 Copyright 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
20 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
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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)
21 Copyright 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
22 Copyright 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
23 Copyright 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
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The Measurement of Culture
• Content Analysis
• Consumer Fieldwork
• Value Measurement Instruments
25 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
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.
26 Copyright 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
27 27 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
Value Measurement Survey Instruments
Rokeach Value Survey (RVS)
• A self-administered inventory consisting of eighteen “terminal” values (i.e., personal goals) and eighteen “instrumental” values (i.e., ways of reaching personal goals)
List of Values (LOV)
• A value measurement instrument that asks consumers to identify their two most important values 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
28 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
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Scale to Measure Attitude Toward Helping Others
Attitude toward helping others (AHO)
• People should be willing to help others who are less fortunate
• Helping troubled people with their problems is very important to me
• People should be more charitable toward others in society
• People in need should receive support from others
29 29 Copyright 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
30 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide