Influence of Culture on Consumer Behavior
Convenience in Food Preparation(a cultural value)
Culture
The sum total of learned beliefs, values, and
customs that serve to regulate the consumer
behavior of members of a particular society.
A Theoretical Model of Culture’s Influence on Behavior - Figure 11.2
The Invisible Hand of Culture
Each individual perceives the world through his own
cultural lens
Culture Satisfies Needs
• Food and Clothing– Takeaway food– Drive-thrus– Alcohol
• Needs vs. Luxury– Heated car seats– Flushing toilets– Bidets– Running water
In Terms of “Culture,” Do You Consider This Product to Be a “Good Morning” Beverage? Why or Why Not?
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
Discussion Questions
• How do U.S. marketers target consumers who have moved to the U.S. and are new to the U.S. culture?
• How do U.S. marketers target consumers who live outside the U.S. and are adopting parts of the U.S. culture?
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
How Does a Symbol Convey the Product’s Advertised Benefits?
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)
Selected Rituals and Associated Artifacts - Table 11.2
SELECTED RITUALS 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
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
Facial Beauty Ritual of a Young PersonTable 11.3
1. I pull my hair back with a headband.2. I take all of my makeup off with L’Oreal eye makeup remover.3. Next, I use a Q-tip with some moisturizer around my eyes to make sure
all eye makeup is removed.4. I wash my face with Noxzema facial wash.5. I apply Clinique Dramatically Different Lotion to my face, neck, and
throat.6. 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 every three months, I get a professional salon facial to deep-clean
my pores.
Culture is Dynamic
• Evolves because it fills needs• Certain factors change culture– Technology– Population shifts– Resource shortages– Wars– Changing values– Customs from other countries
The Measurement of Culture
• Content Analysis• Consumer Fieldwork• Value Measurement
Instruments
Content Content AnalysisAnalysis
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.
Progress – The Fridge has Superior Design
Fitness and Health – Low Calorie
Consumer Fieldwork
• Field Observation– Natural setting– Subject unaware– Focus on observation of behavior
• Participant Observation
American Core ValuesCriteria for Value Selection
• The value must be pervasive.• The value must be enduring.• The value must be consumer-related.
American Core Values
Scale to Measure Attitude Toward Helping Others
Discussion Questions
• Have you observed changes in any of the core values over the past 4 years?
• Why did those changes occur?• How have they affected marketers?