Culture

What is Culture? u The sum total of learned beliefs, values, and customs that serve to direct the consumer behavior of members of a particular society. u A society’s personality.

Beliefs, Values, Customs Beliefs Knowledge, perceptions about specific product or consumption situation. Large number of beliefs. Values Global perceptions widely accepted by society; serve as a guide for behavior. Relatively few values.

Customs Overt modes of behavior that constitute culturally approved or acceptable ways of behaving in specific situations.

Components of Culture u External, material culture. –Tangible objects of our world. u Internal, mental culture. –Ideas and points of view t Knowledge system t Belief and value system t Social normative system

Social Normative System u The system of rules, standards of conduct, rewards, and punishment in a culture. u Norms –Fads –Folkways –Mores –Laws u Sanctions

Characteristics of Culture u Culture is learned. –Through language and symbols. –Formal, informal, and technical learning. –Enculturation. –Acculturation. –Cultural universals.

Cultural Universals –Similarities exist among all cultures. –Examples: t Athletics t Body decoration t Courtship t Music

Transmission of Cultural Meaning u Transmit cultural meaning through rituals, symbolic activities consisting of a series of steps occurring in a fixed sequence and repeated over time. –Fitness behavior –Shopping behavior –Gift giving

Culturally constituted world Individual consumer Consumer goods Advertising/ Fashion system Fashion system Possession Ritual Exchange Ritual Grooming Ritual Divestment Ritual

Characteristics, continued… u Culture satisfies needs. –Order, direction, guidance. –Culture continually evolves to meet evolving needs of society.

Characteristics, continued... u Culture is shared. –Significant portion of society accepts same values, beliefs, and customs. –Shared through learning, socialization, institutions, religious centers, mass media.

Characteristics, continued... u Culture is dynamic. –Constantly evolving and changing. –Cultural trends t Increasing number of working women. t Increasing participation in health and fitness activities. t Decreasing social acceptance of cigarette smoking. t Increasing acceptance of e-commerce.

Measurement of Culture u Content Analysis u Consumer Fieldwork –Observation u Value Measurement Instruments –Rokeach Value Survey (RVS) –Values and Lifestyles (VALS) –List of Values (LOV)

Rokeach Value Survey Instrument u Terminal values –The relative importance of end-state values. t Comfortable life u Instrumental values –The basic approaches adopted to reach a desired end-state. t Ambitious

Core Values u Core values are pervasive, enduring, and consumer-related. u Each culture has its own set of core values.