Chapter 12 The Influence of Culture on Consumer Behavior

Consumer Behavior, Ninth Edition Schiffman & Kanuk

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Chapter Outline
What is Culture? How Culture Is Learned The Measurement of Culture American Core Values

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Culture

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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A Theoretical Model of Cultures Influence on Behavior Figure 12-1

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Culture Is Learned
Issues
Enculturation and acculturation Language and symbols Ritual Sharing of culture Enculturation
The learning of ones own culture

Acculturation
The learning of a new or foreign culture

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Discussion Question
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?

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This ad would appeal to those from other countries who are now interested in buying a house in the U.S.

The EU has a Web site for new citizens.

weblink

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The Movement of Cultural Meaning Figure 12.2

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Culture Is Learned
Issues
Enculturation and acculturation Language and symbols Ritual Sharing of culture Without a common language shared meaning could not exist Marketers must choose appropriate symbols in advertising Marketers can use known symbols for 12 - 10 associations

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This Web site explores animals as symbols for advertising.

weblink

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This ad uses the symbol of a magnet to emphasize its benefits.

Culture Is Learned
Issues
Enculturation and acculturation Language and symbols Ritual Sharing of culture 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) 12 - 13

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Discussion Question
What are some rituals (religious, educational, social) that you have experienced? What artifacts or products were part of that ritual? How did marketers influence the choice of these artifacts?

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Culture Is Learned
Issues
Enculturation and acculturation Language and symbols Ritual Sharing of Culture
weblink

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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 12 - 15

This ad uses characters well known in the U.S. culture.

Table 12.2 Selected Rituals and Associated Artifacts

SELECTED RITUALS Wedding Birth of child Birthday 50th Wedding anniversary Graduation Valentines Day New Years Eve Thanksgiving TYPICAL ARTIFACTS White gown (something old, something new, something borrowed, something blue) U.S. Savings Bond, silver baby spoon Card, present, cake with candles Catered party, card and gift, display of photos of the couples life together Pen, U.S. Savings Bond, card, wristwatch Candy, card, flowers Champagne, party, fancy dress Prepare a turkey meal for family and friends

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Table 12.3 Facial Beauty Ritual of a Young TV Advertising Sales Representative

1. I pull my hair back with a headband. 2. I take all of my makeup off with LOreal 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.
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The Measurement of Culture

Content Analysis Consumer Fieldwork Value Measurement Instruments

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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.
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Field Observation

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

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Characteristics of Field Observation

Takes place within a natural environment Performed sometimes without the subjects awareness Focuses on observation of behavior

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ParticipantObservers

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

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Value Measurement Survey Instruments

Rokeach Value Survey (RVS)
A self-administered inventory consisting of eighteen terminal values (i.e., personal goals) and eighteen instrumental values (i.e., ways of reaching personal goals)

List of Values (LOV)

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

Values and Lifestyles (VALS)

A value measurement based on two categories: self-definition and resources
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Table 12.5 Excerpt from the Rokeach Value Survey

TERMINAL VALUES A comfortable life An exciting life A world at peace Equality Freedom Happiness National security Pleasure Salvation Social recognition True friendship Wisdom
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INSTRMENTAL VALUES Ambitious Broad-minded Capable Cheerful Clean Courageous Forgiving Helpful Honest Imaginative Independent Intellectual
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This ad references a terminal value.

American Core Values

Achievement and success Activity Efficiency and practicality Progress Material comfort Individualism Freedom External conformity Humanitarianism Youthfulness Fitness and health

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Discussion Question
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?

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Criteria for Value Selection

The value must be pervasive. The value must be enduring. The value must be consumer-related.

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Toward a Shopping Culture

Is shopping what we do to create value in our lives? The younger generation is shopping more This has an effect on credit card debt

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