consumer behavior, ninth edition schiffman & kanuk copyright 2007 by prentice hall chapter 12...

Copyright 2007 by Prentice Hall

Consumer Behavior,Ninth Edition

Schiffman & Kanuk

Chapter 12The Influence of Culture on

Consumer Behavior

Copyright 2007 by Prentice Hall 12 - 2

Chapter Outline

• What is Culture?

• How Culture Is Learned

• The Measurement of Culture

• American Core Values


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 Cultures’ Influence on Behavior

Figure 12-1


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

This ad would appeal to

those from other countries

who are now interested in

buying a house in the

U.S.


The Movement of Cultural MeaningFigure 12.2


Culture Is Learned




Issues

• Without a common language shared meaning could not exist

• Marketers must choose appropriate symbols in advertising

• Marketers can use “known” symbols for associations


Culture Is Learned




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)


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?


Culture Is Learned



• 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

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

culture.


Table 12.2 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


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-Observers

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)– 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


Table 12.5 Excerpt from the Rokeach Value Survey

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

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


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

consumer behavior, ninth edition schiffman & kanuk copyright 2007 by prentice hall chapter 12...

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