Influence of Culture on Consumer Behavior CHAPTER ELEVEN Influence of Culture on Consumer Behavior

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Culture The sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

Culture A culture is a society’s personality and our membership in a culture plays a big role in shaping our identities as individuals. Culture is the ‘lens’ through which people view products. Culture offers order, direction and guidance in all phases of human problem solving. We do not usually acknowledge and appreciate the power of culture unless encounter a different culture- “Culture Shock”

Characteristics of culture Culture is invented. Culture is learned. Culture is socially shared. Cultures are similar but different. Culture is adaptive. Culture is dynamic. Culture is prescriptive.

Three levels of subjective culture Supranational Reflects the underlying dimensions of culture that impact multiple cultures or different societies. National Tend to capture the essence of the ‘national character’-shared core values, customs, personalities in national level. Group Focuses on various subdivisions of a country or society.

Forms of Cultural Learning Formal Learning Informal Learning Technical Learning

Beliefs, Values, Customs…. Beliefs- Very large number of mental or verbal statements that reflect individual’s particular knowledge and assessment of something Values Relatively few in number Serve as a guide for culturally appropriate behavior Enduring and difficult to change Not tied to specific objects or situations Widely accepted by the members of the society Customs-overt modes of behavior that constitute culturally approved or acceptable ways of behaving in specific situations

Achievement and success Efficiency and practicality American Core Values Achievement and success Activity Efficiency and practicality Progress Material comfort Individualism Freedom External conformity Humanitarianism Youthfulness Fitness and health Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

Ad Using Visual Imagery as a Symbol

An Achievement-Success Appeal

Ad Stressing Saving Time and Money

Progress is a Winning Appeal

Ad Featuring the Freedom of Choice

Fighting the Signs of Aging

“You Are What You Eat”

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall In Terms of “Culture,” Do You Consider This Product to Be a “Good Morning” Beverage? Why or Why Not? Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Many Will Say “NO” Due to Lack of Nutritional Value and Competing Products (Coffee). Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Culture Is Learned Issues Enculturation The learning of one’s own culture Acculturation The learning of a new or foreign culture Enculturation and acculturation Language and symbols Ritual Sharing of culture Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Culture Is Learned Issues Without a common language ,shared meaning could not exist Marketers must choose appropriate symbols in advertising Marketers can use “known” symbols for associations Enculturation and acculturation Language and symbols Ritual Sharing of culture Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

How Does a Symbol Convey the Product’s Advertised Benefits? Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

They Provide Additional Meaning to the Ad. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Culture Is Learned 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) Enculturation and acculturation Language and symbols Ritual Sharing of culture Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Discussion Questions 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? Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

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

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Culture Is Learned Issues Enculturation and acculturation Language and symbols Ritual Sharing of Culture 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 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Facial Beauty Ritual of a Young TV Advertising Sales Representative - Table 11.3 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. I apply Clinique Dramatically Different Lotion to my face, neck, and throat. 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. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 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 27 Chapter Eleven Slide

The Measurement of Culture Content Analysis Consumer Fieldwork Value Measurement Instruments Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

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

Which Cultural Value Is Portrayed, and How So? Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

Progress – The Fridge has Superior Design Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

Which Cultural Value Is This Ad Stressing, and How So? Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

Fitness and Health – Low Calorie Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Consumer Fieldwork Field Observation Natural setting Subject unaware Focus on observation of behavior Participant Observation Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 34 Chapter Eleven Slide

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Subculture A distinct cultural group that exists as an identifiable segment within a larger, more complex society Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

Relationship Between Culture & Subculture Subcultural Traits of Easterners Dominant Cultural Traits of U.S. Citizens Subcultural Traits of Westerners

Examples of Major Subcultural Categories Nationality Jamaican, Vietnamese, French Religion Mormon, Baptist, Catholic Geographic region Northeast, Southwest, Midwestern Race Pacific Islander, Native American, Caucasian Age Senior citizen, teenager, Xers Gender Female, Male Occupation Bus driver, mechanic, engineer Social class Lower, middle, upper

Marketing Across Cultural Boundaries is a Difficult and Challenging Task 2-39

Marketing Challenges

Cultural Variations in Nonverbal Communications 2-41

Cultural Variations in Nonverbal Communications Time Space Overall use and meanings assigned to space vary widely among different cultures The meaning of time varies between cultures in two major ways: Time perspective monochronic polychronic Meanings in the use of time 2-42

Cultural Variations in Nonverbal Communications Symbols Relationships Colors, animals, shapes, numbers, and music have varying meanings across cultures. Failure to recognize the meaning assigned to a symbol can cause serious problems! How quickly and easily do cultures form relationships and make friends? Americans tend to form relationships and friends quickly and easily. Chinese relationships are much more complex and characterized by guanxi. 2-43

Cultural Variations in Nonverbal Communications 2-44

Cultural Variations in Nonverbal Communications Agreements Things The cultural meaning of things leads to purchase patterns that one would not otherwise predict. The differing meanings that cultures attach to things, including products, make gift-giving a particularly difficult task. How does a culture ensure business obligations are honored? How are disagreements resolved? Some cultures rely on a legal system; others rely on relationships, friendships, etc. 2-45

Cultural Variations in Nonverbal Communications Etiquette The generally accepted ways of behaving in social situations. Behaviors considered rude or obnoxious in one culture may be quite acceptable in another! Normal voice tone, pitch, and speed of speech differ between cultures and languages, as do the use of gestures. 2-46

Cultural Variations Subculture Counterculture Groups that share traits with each other but not the larger society Examples are groups organized by age, gender, politics, or geography Most do not reject all of the values of the larger society Most subcultures do not threaten the larger American culture Counterculture Countercultures adopt values that are designed to challenge the values of the larger society Examples are groups such as cyberpunks, anarchists, the Mafia, and hippies

Global Cultures A Global Youth Culture? Global Desi Mass media and the Internet have had an impact of uniformity among teens around the world. They tend to watch many of the same shows, movies and videos, listen to the same music, and dress alike. Technology is important factor but U.S. teens and brands no longer lead the way. Global Desi 2-48