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

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

3. Forms of Cultural Learning
Formal Learning
Informal Learning
Technical Learning

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

5. 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

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

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

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

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

10. 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

11. 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

12. 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).

13. 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.

14. The Measurement of Culture
Content analysis
Consumer Fieldwork
Value Measurement Instruments

15. 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.

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

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

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

19. Value Measurement Survey Instruments
Rokeach Value Survey (RVS)
List of Values (LOV)
Values and Lifestyles (VALS)

20. 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).

21. 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.

22. 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

23. 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

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

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

26. 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

27. 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”

28. 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

29. 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