The Influence of Culture on Consumer Behavior Chapter 10 The Influence of Culture on Consumer Behavior

The plan of chapter 11 What is culture? Characteristics of culture Issues in Culture The Measurement of Culture American Core Values Hofstede’s Dimensions of Culture Subcultures

What is culture? Culture as The sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society.

Characteristics of culture Culture satisfies needs Offer order, direction and guidance Culture is learned Culture is shared Culture is dynamic

Issues in Culture Enculturation and acculturation Language and symbols Ritual Sharing of Culture

Enculturation and acculturation Enculturation : The learning of the culture of one’s own society. Acculturation : The learning of a new or “foreign” culture.

Language and symbols Symbol : Anything that stands for something else. Symbols can be verbal or nonverbal.

Ad Using Visual Imagery as a Symbol Chapter 11 The Influence of Culture on Consumer Behavior

Ritual Ritual : A type of symbolic activity consisting of a series of steps (multiple behaviors) occurring in a fixed sequence and repeated over time.

Weeknights are Rich with Ritual

Selected Rituals and Associated Artifacts 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

Table 12.1 continued SELECTED RITUALS TYPICAL ARTIFACTS Going to the gym Towel, exercise clothes, water, portable tape player Sunday football Beer, potato chips, pretzels Super Bowl Party Same as Sunday football (just more) Starting a new job Get a haircut, buy some new clothing Get a job promotion Taken out to lunch by coworkers, receive token gift Retirement Company party, watch, plaque Death Send a card, give to charity in the name of the deceased

Types of Ritual Experience A Ritual is Set of Multiple, Symbolic Behaviors That Occur in a Fixed Sequence and That Tend to Be Repeated Periodically

Types of Ritual Experience (cont.) Ritual Type Examples Religious Ceremony, Meditation, Mass Rites of Passage Graduation , Marriage Cultural Festivals, Holidays Civic Parades, Elections, Trials Group Business Negotiations Family Mealtimes, Birthdays Personal Grooming, Household

Discussion Question Advertisers often show their products being consumed around sacred rituals, such as this ad showing the bride consuming Haagen Dazs apparently right before her wedding. What significance does the ritual lend to the consumption of the product? What is this ad saying about eating Haagen Dazs?

Grooming Rituals Nivea is well-known for its numerous skin care products. Research conducted for the company as it sought to develop a more consistent brand image for all of its lines in the 1990’s confirmed the important, yet intangible functions played by these items for women as they conduct private grooming rituals.

The Measurement of Culture Content analysis Consumer Fieldwork Value Measurement Instruments

The Measurement of Culture 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.

The Measurement of Culture (cont.) Field Observation : A cultural measurement technique that takes place within a natural environment that focuses on observing behavior (sometimes without the subjects’ awareness).

The Measurement of Culture (cont.) Value Measurement Survey Instruments Rokeach Value Survey (RVS) List of Values (LOV) Values and Lifestyles (VALS)

Rokeach Value Survey 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 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.

The Rokeach Value Survey Instrument TERMINAL 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

Table continued TERMINAL VALUES INSTRMENTAL VALUES A WORLD OF BEAUTY LOGICAL FAMILY SECURITY LOVING MATURE LOVE OBEDIENT SELF-RESPECT POLITE A SENSE OF ACCOMPLISHMENT RESPONSIBLE INNER HARMONY SELF-CONTROLLED Chapter 11 The Influence of Culture on Consumer Behavior

Hofsted’s Dimensions of Culture Power Distance Management of inequality between people Individualism/Collectivism The relationship between individuals and collectives Uncertainty Avoidance/Uncertainty Seeker Stance toward future Masculinity/Feminine The degree to which males of females are the predominant in the society.

subcultures A distinct cultural group that exists as an identifiable segment within a larger, more complex society.

Subcultural Categories Nationality subcultures Spain, Italy, Germany, China, Korean, Kenya Food, Cultural artifacts Religion subcultures Roman Catholic, Protestant, Jew, Buddhism Symbolic and ritualistically Chapter 11 The Influence of Culture on Consumer Behavior

Subcultural Categories (cont.) Geographic and regional subculture Regional identification “New Yorker” Food Consumption, brand preference Racial subculture Caucasian, African-American, Asia-American, Native American Age subculture Generation X, Gen.com, Baby Boomers, Seniors Gender subculture The working woman

Consumer behavior based on religious platforms Thaksin University Consumer behavior based on religious platforms Humanistic Pragmatic Optimist Ultimate Recycle Active Entrepreneur Personal Servant Fatalistic Multiplicity Singularity 0705311 Consumer Behavior

Factors Influencing Nonverbal Communications Thaksin University Factors Influencing Nonverbal Communications Time Etiquette Nonverbal Communications Space Things Agreements Symbols Friendship 0705311 Consumer Behavior

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