1. Consumer Behavior, Ninth Edition Schiffman & Kanuk Copyright 2007 by Prentice Hall Chapter 12 The Influence of Culture on Consumer Behavior

2. 12 - 2 Copyright 2007 by Prentice Hall Chapter Outline What is Culture? How Culture Is Learned The Measurement of Culture American Core Values

3. 12 - 3 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.

4. 12 - 4 Copyright 2007 by Prentice Hall A Theoretical Model of Cultures’ Influence on Behavior Figure 12-1

5. 12 - 5 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

6. 12 - 6 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

7. 12 - 7 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)

8. 12 - 8 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

9. 12 - 9 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

10. 12 - 10 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.

11. 12 - 11 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).

12. 12 - 12 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

13. 12 - 13 Copyright 2007 by Prentice Hall Participant- Observers Researchers who participate in the environment that they are studying without notifying those who are being observed.

14. Consumer Behavior, Ninth Edition Schiffman & Kanuk Copyright 2007 by Prentice Hall Chapter 16 Consumer Decision Making and Beyond

15. 12 - 15 Copyright 2007 by Prentice Hall Chapter Outline Levels of Consumer Decision Making Models of Consumer Decision Making Consumer Gifting Behavior Relationship Marketing

16. 12 - 16 Copyright 2007 by Prentice Hall Levels of Consumer Decision Making Extensive Problem Solving –A lot of information needed –Must establish a set of criteria for evaluation Limited Problem Solving –Criteria for evaluation established –Fine tuning with additional information Routinized Response Behavior –Usually review what they already know

17. 12 - 17 Copyright 2007 by Prentice Hall Models of Consumers: Four Views of Consumer Decision Making An Economic View Rational Decision A Passive View irrational & impulse decision A Cognitive View satisfactory decision (solving problem decision) An Emotional View fear joy

18. 12 - 18 Copyright 2007 by Prentice Hall The Process of Consumer Decision Making Need Recognition Prepurchase Search Evaluation of Alternatives

19. 12 - 19 Copyright 2007 by Prentice Hall Need Recognition Usually occurs when consumer has a “problem” Need recognition styles –Actual state –Desired state

20. 12 - 20 Copyright 2007 by Prentice Hall Prepurchase Search Begins with internal search and then moves to external search The impact of the Internet Search may be personal or impersonal

21. 12 - 21 Copyright 2007 by Prentice Hall Issues in Alternative Evaluation Evoked set Familiar set of attributes Criteria used for evaluating brands Consumer decision rules and their application Decisions by functionally illiterate population Going online for decision-making assistance Lifestyles as a consumer decision strategy Incomplete information Series of decisions Decision rules and marketing strategy

22. 12 - 22 Copyright 2007 by Prentice Hall The Evoked Set Figure 16-3

23. 12 - 23 Copyright 2007 by Prentice Hall Issues in Alternative Evaluation Evoked Set Criteria used for evaluating brands Consumer decision rules and their application Decisions by functionally illiterate population Going online for decision-making assistance Lifestyles as a consumer decision strategy Incomplete information Series of decisions Decision rules and marketing strategy

24. 12 - 24 Copyright 2007 by Prentice Hall Consumer Decision Rules Compensatory Noncompensatory –Conjunctive Decision Rule –Disjunctive Decision Rule –Lexicographic Rule

25. 12 - 25 Copyright 2007 by Prentice Hall Compensatory Decision Rules A type of decision rule in which a consumer evaluates each brand in terms of each relevant attribute and then selects the brand with the highest weighted score.

26. 12 - 26 Copyright 2007 by Prentice Hall Non- compensatory Decision Rules A type of consumer decision rule by which positive evaluation of a brand attribute does not compensate for a negative evaluation of the same brand on some other attribute.

27. 12 - 27 Copyright 2007 by Prentice Hall Conjunctive Decision Rule A noncompensatory decision rule in which consumers establish a minimally acceptable cutoff point for each attribute evaluated. Brands that fall below the cutoff point on any one attribute are eliminated from further consideration. I select camera that had no bad attribute

28. 12 - 28 Copyright 2007 by Prentice Hall Disjunctive Rule A noncompensatory decision rule in which consumers establish a minimally acceptable cutoff point for each relevant product attribute. I picked the camera that at least excelled in one attribute

29. 12 - 29 Copyright 2007 by Prentice Hall Lexicographic Rule A noncompensatory decision rule - consumers first rank product attributes in terms of importance, then compare brands in terms of the attribute considered most important. I looked at the feature that most important

30. 12 - 30 Copyright 2007 by Prentice Hall Affect Referral Decision Rule A simplified decision rule by which consumers make a product choice on the basis of their previously established overall ratings of the brands considered, rather than on specific attributes.

31. 12 - 31 Copyright 2007 by Prentice Hall Issues in Alternative Evaluation Evoked Set Criteria used for evaluating brands Consumer decision rules and their application Decisions by functionally illiterate population cheapest price Going online for decision-making assistance Lifestyles as a consumer decision strategy Incomplete information Series of decisions Decision rules and marketing strategy

32. 12 - 32 Copyright 2007 by Prentice Hall Issues in Alternative Evaluation Evoked Set Criteria used for evaluating brands Consumer decision rules and their application Decisions by functionally illiterate population Going online for decision-making assistance Lifestyles as a consumer decision strategy Incomplete information Series of decisions Decision rules and marketing strategy

33. 12 - 33 Copyright 2007 by Prentice Hall Coping with Missing Information Delay decision until missing information is obtained Ignore missing information and use available information Change the decision strategy to one that better accommodates for the missing information Infer the missing information

34. 12 - 34 Copyright 2007 by Prentice Hall A Purchase Can Involve a Number of Decisions. When purchasing car, the buyer is involved in a number of decisions – the make, model, country of origin, the dealer, the financing, and different options.

35. 12 - 35 Copyright 2007 by Prentice Hall Output of Consumer Decision Making Purchase behavior Postpurchase evaluation

36. 12 - 36 Copyright 2007 by Prentice Hall Purchase Behavior Three types of behavior –Trial purchases –Repeat purchases –Long-term commitment

37. 12 - 37 Copyright 2007 by Prentice Hall Postpurchase Evaluation Actual Performance Matches Expectations –Neutral Feeling Actual Performance Exceeds Expectations –Positive Disconfirmation of Expectations Performance Is Below Expectations –Negative Disconfirmation of Expectations

38. 12 - 38 Copyright 2007 by Prentice Hall Relationship Marketing Marketing aimed at creating strong, lasting relationships with a core group of customers by making them feel good about the company and by giving them some kind of personal connection with the business.