1. Measuring cultural values
Content analysis
Ethnographic fieldworks (Field observation)
Depth interviews
Focus groups
Questionnaires
Content analysis, as the name implies, focuses on the content of societies’ verbal, written, and pictorial communications, including promotional messages. Content analysis can determine what social and cultural changes have occurred in a specific society or compare different cultures.
Field observation consists of observing the daily behavior of selected members of a society. Based on their observations, researchers draw conclusions about the values, beliefs, and customs of the society under investigation. In some cases, researchers become participant-observers; that is, they become active members of the environment that they are studying and engage in the same behaviors, rituals, and customs that they study.
Marketers have used depth interviews and focus groups to study social and cultural changes. In focus group discussions, consumers are apt to reveal attitudes and behaviors that signal shifts in values that may affect, for example, the acceptance of new products and services. Focus groups have been used to generate ideas for persuasive strategies designed to reinforce customer loyalty and retention.
Self-administered questionnaires measure individuals’ cultural values, such as the Rokeach Value Survey, the Values and Lifestyles VALS measure, and Gordon’s survey of personal and interpersonal values.

2. focuses on the content of societies’ verbal, written, and pictorial communications, including promotional messages.
Content analysis can determine what social and cultural changes have occurred in a specific society or compare different cultures.
Content analysis,
The content of culture can often be read from the material objects produced by the social group. For instance, consumer researchers have exam- ined comic books to gain insights into the dominant values in a culture. Other researchers have examined a historical record of print advertisements to see how
American values and women’s roles have changed during the past 90 years.

3. Ethnography
These procedures involve detailed and prolonged observation of consumers’ emotional responses, cognitions, and behaviors during their ordinary daily lives.
Based on this rich and detailed data, researchers interpret or infer the values and key meanings of the culture.
Unlike anthropologists, who might live in the studied society for months or years, consumer researchers tend to make their observations more quickly.

4. Using a combination of direct observations, interviews, and video and audio recordings, researchers have examined consumer behavior at markets and swap meets.
example :
To understand what brands and products kids were using, toy company Mattel once commissioned a global study in a dozen countries, including the United States and China, in which it recorded everything kids had hanging on their bedroom walls.

5. Rokeach value surveys 18 terminal values (ends)
Personal
Interpersonal
18 instrumental values (means)
Competence
Moral
The Rokeach Value Survey is a self-administered, two-part values inventory:
1. Eighteen terminal values that reflect goals and desirable states of existence and are defined as ends (e.g., happiness, pleasure, freedom, self-respect).
2. Eighteen instrumental values, defined as the means to achieve the ends (e.g., ambitious, honest, polite, responsible).
Respondents are asked how important each value is to them as “a guiding principle” in their lives. Within each set of values, there are also two subsets: Some terminal values focus on personal aspects (e.g., a comfortable or exciting life, happiness, inner harmony) and the others on interpersonal
ones (e.g., a world of peace and beauty, national security). The instrumental values are composed of competence (e.g., ambitious, intellectual, responsible) and moral values (e.g., forgiving, helpful, polite). According to the Rokeach typology, in terms of cultural orientation, individuals can belong
to one of four types. Table 11.3 describes the characteristics of each type and also lists applicable, illustrative promotional themes.

6. Gordon’s survey
Gordon’s Survey of Personal and Interpersonal Values measures values that determine how people cope with their daily lives.
There are two surveys—one for personal values and one for interpersonal values—

8. American cultural values
Achievement and Success
Time and Activity
Efficiency and Practicality
Progress
Materialism
Individualism and Conformity
Freedom of Choice
Humanitarianism
Youthfulness
Fitness and Health

9. To which Core Value does the ad appeal?
Eficiency and practically / time and activity
Eficiency and practically
Achievement and sucses
Achievement and sucses

10. Time and activity / materialism
4. Materialism / freedom of choice
Materialism / freedom of choice

11. humanitarianism humanitarianism youthfulness Humanitarianism

12. A Model of the Cultural Process

13. Green Marketing
Green marketing is producing and promoting reusable and eco-friendly products.
Envormental friendly  climate change, eco

14. Ecologically Responsible Consumption
Many Americans consider buying environmentally sound products to be part of their duties as consumers and a societal and cultural priority.
Although many consumers claim to be “green” and support ecological causes, studies indicate that such attitudes do not always result in pro-environmental behavior. The figures show consumer responses to a poll about their attitudes and behaviors.

15. Ecologically Responsible Consumption

16. source