Consumer Behavior, Ninth Edition Schiffman & Kanuk Copyright 2007 by Prentice Hall Chapter 12 The Influence of Culture on Consumer Behavior
Copyright 2007 by Prentice Hall Chapter Outline What is Culture? How Culture Is Learned The Measurement of Culture American Core Values
Copyright 2007 by 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 2007 by Prentice Hall A Theoretical Model of Cultures’ Influence on Behavior Figure 12-1
Copyright 2007 by Prentice Hall 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
This ad would appeal to those from other countries who are now interested in buying a house in the U.S.
Copyright 2007 by Prentice Hall 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
Copyright 2007 by Prentice Hall This Web site explores animals as symbols for advertising. weblink
This ad uses the symbol of a magnet to emphasize its benefits.
Copyright 2007 by Prentice Hall 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)
Copyright 2007 by Prentice Hall Discussion Question 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 2007 by Prentice Hall 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 weblink
Copyright 2007 by Prentice Hall Table 12.2 Selected Rituals and Associated Artifacts SELECTED RITUALSTYPICAL ARTIFACTS WeddingWhite gown (something old, something new, something borrowed, something blue) Birth of childU.S. Savings Bond, silver baby spoon BirthdayCard, present, cake with candles 50th Wedding anniversaryCatered party, card and gift, display of photos of the couple’s life together GraduationPen, U.S. Savings Bond, card, wristwatch Valentine’s DayCandy, card, flowers New Year’s EveChampagne, party, fancy dress ThanksgivingPrepare a turkey meal for family and friends
Copyright 2007 by Prentice Hall The Measurement of Culture Content Analysis Consumer Fieldwork Value Measurement Instruments
Copyright 2007 by 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. Teenage American and Japanese girls portrayed
Copyright 2007 by Prentice Hall Field Observation A cultural measurement technique that takes place within a natural environment that focuses on observing behavior (sometimes without the subjects’ awareness).
Copyright 2007 by Prentice Hall Characteristics of Field Observation Takes place within a natural environment Performed sometimes without the subject’s awareness Focuses on observation of behavior
Copyright 2007 by Prentice Hall Participant- Observers Researchers who participate in the environment that they are studying without notifying those who are being observed.
Copyright 2007 by Prentice Hall 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
Copyright 2007 by Prentice Hall Table 12.5 Excerpt from the Rokeach Value Survey TERMINAL VALUESINSTRMENTAL VALUES A comfortable lifeAmbitious An exciting lifeBroad-minded A world at peaceCapable EqualityCheerful FreedomClean HappinessCourageous National securityForgiving PleasureHelpful SalvationHonest Social recognitionImaginative True friendshipIndependent WisdomIntellectual
This ad references a terminal value.
Copyright 2007 by Prentice Hall American Core Values Achievement and success Activity Efficiency and practicality Progress Material comfort Individualism Freedom External conformity Humanitarianism Youthfulness Fitness and health
Copyright 2007 by Prentice Hall Discussion Question Have you observed changes in any of the core values over the past 4 years? Why did those changes occur? How have they affected marketers?