Wk 13 Culture and Consumers

(1)

Influence of

Culture on

Consumer

Behavior

(2)

Learning Objectives

1. To Understand What Culture Is and How It

Impacts Consumer Behaviors.

2. To Understand How Culture Acts as an

“Invisible Hand” That Guides

Consumption-Related Attitudes, Values, and Behavior.

3. To Understand How Culture Sets Standards

for What Satisfies Consumers’ Needs.

4. To Understand How Culture Is Learned and

Expressed in Language, Symbols, and

Rituals.

(3)

Learning Objectives

(continued)

5. To Understand How Consumers Are

Always Adapting to Culture-Related

Experiences.

6. To Understand How the Impact of Culture

on Consumer Behavior Is Measured.

7. To Understand How Core Cultural Values

Impact American Consumers.

8. To Understand How the American Culture

Became a “Shopping Culture.”

(4)

To Which Cultural Value or

Values Is This Product’s

Advertising Appealing?

(5)

Convenience in Food

Preparation

(6)

Culture

The sum total of learned

beliefs, values, and

customs that serve to

regulate the consumer

behavior of members of

a particular society.

(7)

A Theoretical Model of

Culture’s Influence on

Behavior - Figure 11.2

(8)

The Invisible Hand of

Culture

Each individual

perceives the world

through his own

cultural lens

(9)

Lifestyle Matrix for Global

Youth

Figure 11.3

(10)

Culture Satisfies Needs

• _{Food and}

Clothing

• _{Needs vs.}

Luxury

(11)

In Terms of “Culture,” Do You Consider

This Product to Be a “Good Morning”

Beverage? Why or Why Not?

(12)

Many Will Say “NO” Due to Lack of

Nutritional Value and Competing

Products (Coffee).

(13)

Culture Is Learned

• _{Enculturation}

and

one’s own culture

• _{Acculturation}

–

_{The learning of a}

new or foreign

culture

Issues

(14)

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?

(15)

Culture Is Learned

• _{Enculturation}

and

Issues

_•

_{Without a common}

language ,shared

meaning could not

exist

• _{Marketers must}

choose appropriate

symbols in advertising

• _{Marketers can use}

“known” symbols for

associations

(16)

How Does a Symbol Convey

the Product’s Advertised

Benefits?

(17)

They Provide Additional

Meaning to the Ad.

(18)

Culture Is Learned

• _{Enculturation}

and

symbolic activity

consisting of a series

of steps

• _{Rituals extend over}

the human life cycle

• _{Marketers realize that}

rituals often involve

products (artifacts)

(19)

Discussion Questions

• _{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?

(20)

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

(21)

Culture Is Learned

• _{Enculturation}

and

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

21

(22)

Facial Beauty Ritual of a Young

TV Advertising Sales

Representative - Table 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.

(23)

Culture is Dynamic

• _{Evolves because it fills needs}

• _{Certain factors change culture}

–

_Technology

–

_{Population shifts}

–

_{Resource shortages}

–

_Wars

–

_{Changing values}

–

_{Customs from other countries}

(24)

The Measurement of

Culture

• _{Content Analysis}

• _Consumer

Fieldwork

• _{Value Measurement}

Instruments

(25)

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.

(26)

Which Cultural Value

Is Portrayed, and How So?

(27)

Progress – The Fridge has

Superior Design

(28)

Which Cultural Value

Is This Ad Stressing, and

How So?

(29)

Fitness and Health –

Low Calorie

(30)

Consumer Fieldwork

• _{Field Observation}

–

_{Natural setting}

–

_{Subject unaware}

–

_{Focus on observation of behavior}

• _{Participant Observation}

(31)

Value Measurement Survey

Instruments

(32)

American Core Values

Criteria for Value Selection

• _{The value must be pervasive.}

• _{The value must be enduring.}

• _{The value must be consumer-related.}

(33)

American Core Values

(34)

American Core Values

(35)

Scale to Measure Attitude

Toward Helping Others

(36)

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?}

(37)

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}

(38)

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