chapter 12 the influence of culture on consumer behavior

Chapter 12

The Influence of Culture on Consumer Behavior

©2000 Prentice Hall

CultureCulture

The sum total of learned beliefs, values, and customs

that serve to regulate the consumer behavior of

members of a particular society.


Forms of Cultural Learning

Formal Learning

Informal Learning

Technical Learning


Issues in Culture

• Enculturation and acculturation• Language and symbols• Ritual• Sharing of Culture


Figure 12.2 The Movement of Cultural Meaning

Culturally Constituted WorldCulturally Constituted World

Consumer GoodsConsumer Goods

Individual ConsumerIndividual Consumer

GroomingRitual

FashionSystem

Advertising/FashionSystem

ExchangeRitual

PossessionRitual

DivestmentRitual

Instrument of Meaning Transfer

Location of Meaning


EnculturationEnculturationThe learning of the culture

of one’s own society.


AcculturationAcculturationThe learning of a new or

“foreign” culture.


SymbolSymbolAnything that stands for

something else. Symbols can be verbal or nonverbal.


RitualRitual

A type of symbolic activity consisting of a series of steps

(multiple behaviors) occurring in a fixed

sequence and repeated over time.


Table 12.1 Selected Rituals and Associated Artifacts

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

Thanksgiving Prepare a turkey meal for family and friends


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


Ritualistic Ritualistic BehaviorBehavior

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).


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.


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.


Field Field ObservationObservation

A cultural measurement technique that takes place

within a natural environment that focuses on observing

behavior (sometimes without the subjects’ awareness).


Characteristics of Field Observation

• Takes place within a natural environment

• Performed sometimes without the subject’s awareness

• Focuses on observation of behavior


Participant-Participant-ObserversObservers

Researchers who participate in the environment that they

are studying without notifying those who are

being observed.


Value Measurement Survey Instruments

• Rokeach Value Survey (RVS)

• List of Values (LOV)• Values and Lifestyles

(VALS)


Rokeach Rokeach Value SurveyValue 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).


List of ValuesList 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.


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



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


American Core Values

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


SubculturesSubcultures

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


Figure 12.8 What are Men and Women Wearing to the Office?

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Men

Women

Everyday casual: Jeans; shorts; T-shirts; athletic footwear; jacket or tie not required; pantyhose not requiredFormal: 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


Table 12.4 Summary of American Core Values

VALUEGENERAL 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

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”

Keeping busy is healthy and natural

Stimulates interest in products that are time-savers and enhance leisure time




RELEVANCE TO CONSUMER BEHAVIOR

MATERIAL COMFORT

“The good life” Fosters acceptance of convenience and luxury products that make life more comfortable and enjoyable

FREEDOM Freedom of choice Fosters interest in wide product lines and differentiated products

INDIVIDUALISM Being oneself Stimulates acceptance of customized or unique products that enable a person to express his or her own personality

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




RELEVANCE TO CONSUMER BEHAVIOR

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

HUMANITAR-IANISM

Caring for others, particularly the underdog

Stimulates patronage of firms that compete with market leaders

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

chapter 12 the influence of culture on consumer behavior

Documents

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new clothingget

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aapri facial scrub

professional salon facial

dove facial cleanser

dermacil facial cream