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Published byHilary Peters Modified over 9 years ago
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Ch.2: The Influence of Culture on Consumer Behavior
- The sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society.
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Issues in Culture Enculturation and acculturation Language and symbols
Ritual Sharing of Culture
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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
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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).
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The Measurement of Culture
Content analysis Consumer Fieldwork Value Measurement Instruments
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Characteristics of Field Observation
Takes place within a natural environment Performed sometimes without the subject’s awareness Focuses on observation of behavior
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Value Measurement Survey Instruments
Rokeach Value Survey (RVS) List of Values (LOV) Values and Lifestyles (VALS)
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