The Influence of Culture on Consumer Behavior Chapter 12 The Influence of Culture on Consumer Behavior

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

Forms of Cultural Learning Formal Learning Informal Learning Technical Learning

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

Figure 12.2 The Movement of Cultural Meaning Culturally Constituted World Advertising/Fashion System Fashion System Consumer Goods Possession Ritual Exchange Ritual Grooming Ritual Divestment Ritual Individual Consumer Location of Meaning Instrument of Meaning Transfer

The learning of the culture of one’s own society. Enculturation The learning of the culture of one’s own society.

The learning of a new or “foreign” culture. Acculturation The learning of a new or “foreign” culture.

Symbol Anything that stands for something else. Symbols can be verbal or nonverbal.

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

Table 12.1 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

Ritualistic Behavior Any behavior that is made into a ritual (e.g., baseball players swinging bat a certain number of times and kicking the dirt to ensure a good swing).

Table 12.2 Nightly Facial Beauty Ritual of a Young Internet Sales Representative 1. I pull my hair back with a headband. 2. I wash my face with tepid water using Dove facial cleanser to remove all makeup. 3. Next, I use a Q-tip with some moisturizer around my eyes to make sure all eye makeup is removed. 4. I apply Dermacil facial cream to my face to heavily moisturize and Clinique Dramatically Different Lotion on my neck and throat. 5. 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 a month I get a professional salon facial to deep clean my pores.

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.

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

Characteristics of Field Observation Takes place within a natural environment Performed sometimes without the subject’s awareness Focuses on observation of behavior

Participant-Observers Researchers who participate in the environment that they are studying without notifying those who are being observed.

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.

Table 12.3 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 12.3 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

American Core Values Achievement and success Activity Efficiency and practicality Progress Material comfort Individualism Freedom External conformity Humanitarianism Youthfulness Fitness and health

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

Figure 12.8 What are Men and Women Wearing to the Office? Everyday casual: Jeans; shorts; T-shirts; athletic footwear; jacket or tie not required; pantyhose not required Formal: Suit or sportcoat with dresspants; dresses; skirts with jackets; no slacks for women; pantyhose required. Casual: Casual pants with or without jacket and tie; sweaters; separates; pantsuits

Table 12.4 Summary of American Core Values GENERAL FEATURES RELEVANCE TO CONSMUER BEHAVIOR ACHIEVEMENT AND SUCCESS ACTIVITY Hard work is good; success flows from hard work Acts as a justification for acquisition of goods Keeping busy is healthy and natural Stimulates interest in products that are time-savers and enhance leisure time EFFICIENCYAND PRACTIALITY Admiration of things that solve problems People can improve themselves; tomorrow should be better than today. Stimulates desire for new products that fulfill unsatisfied needs; ready acceptance of products that claim to be “new and improved”

Table 12.4 continued VALUE GENERAL FEATURES RELEVANCE TO CONSUMER BEHAVIOR MATERIAL COMFORT “The good life” Fosters acceptance of convenience and luxury products that make life more comfortable and enjoyable INDIVIDUALISM Being oneself Stimulates acceptance of customized or unique products that enable a person to express his or her own personality FREEDOM Freedom of choice Fosters interest in wide product lines and differentiated products EXTERNAL CONFORMITY Uniformity of observable behavior; desire for acceptance Stimulates interest in products that are used or owned by others in the same social group

Table 12.4 continued VALUE GENERAL FEATURES RELEVANCE TO CONSUMER BEHAVIOR HUMANITAR-IANISM Caring for others, particularly the underdog Stimulates patronage of firms that compete with market leaders YOUTHFULNESS A state of mind that stresses being “young at heart” and having a youthful appearance Stimulates acceptance of products that provide the illusion of maintaining or fostering youthfulness FITNESS AND HEALTH Caring about one’s body, including the desire to be physically fit and healthy Stimulates acceptance of food products, activities, and equipment perceived to maintain or increase physical fitness