MKT344 CH:11 CULTURE

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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?


Culture

The sum total of learned beliefs, values, and

customs that serve to regulate the consumer

behavior of members of a particular society.


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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

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


Each individual perceives the world through his own cultural lens




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Lifestyle Matrix for Global Youth Figure 11.3


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


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


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


Culture Is Learned



• Ritual


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

• Marketers must choose appropriate symbols in advertising

• Marketers can use “known” symbols for associations


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Culture Is Learned



• Ritual


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)


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


Culture Is Learned



• 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


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 24 24 Chapter Eleven Slide

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The Measurement of Culture

• Content Analysis

• Consumer Fieldwork

• Value Measurement Instruments


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.


Consumer Fieldwork

• Field Observation

– Natural setting

– Subject unaware

– Focus on observation of behavior

• Participant Observation


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


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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


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


MKT344 CH:11 CULTURE

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