2-Culture & CB Pp

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Chapter 2Chapter 2

CrossCross--Cultural Variations inCultural Variations inConsumer BehaviorConsumer Behavior



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CultureCulture

Culture is the complex whole that includes knowledge,

belief, art, law, morals, customs, and any other capabilities

and habits acquired by humans as members of society.

³everything that people have, think, and do asmembers of their society´

³the totality of the knowledge and practices, both

intellectual and material, of society´

³the institutions, values, beliefs, and behaviors of a

society; everything we learn, as opposed to that

with which we were born´



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Culture:

Is comprehensive

Is acquired or learned Provides boundaries for members

Is typically ³invisible´

Enculturation is the process of learning one¶s own

culture.

Acculturation is the process of learning a new

culture.

CultureCulture



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CultureCulture

National culture refers to the culture prevalent in a nation. It

comprises the norms, rituals and values common to everyone

in that nation regardless of the subgroup affiliation.

Popular culture is the culture of the masses, with norms,rituals and values that have a mass appeal.

Subculture is the culture of a group within the larger society.

The group may be based on any common characteristics

identifying that group as distinct from other groups or from

the society at large.

A firm¶s corporate culture is reflected in a company¶s values,

rituals and customs, and even in corporate myths and

celebrations of its heroes.



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CultureCulture

Self-Reference Criterion -- an unconscious

reference to one¶s own cultural values,

experiences, and knowledge as a basis fordecisions.

Cultural Adaptation:

Imperatives Adiaphora

Exclusives



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Views of Foreign Expats in the U.S.Views of Foreign Expats in the U.S.

³There are no small eggs in America. There are only

jumbo, extra large, large, and medium.´

³If you are not aggressive, you¶re not noticed.´

³For a foreigner to succeed in the United States«he needsto be more aggressive than in his own culture because

Americans expect that.´

Americans say ³Come on over sometimes,´ but foreigners

learn (perhaps awkwardly) that this is not really aninvitation.

³Here that [socializing outside the business relationship] is

not necessary. You can even do business with someone you

do not like.´



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Cultural Factors Affect ConsumerCultural Factors Affect Consumer

Behavior and Marketing StrategyBehavior and Marketing Strategy

Marketing

strategy

Consumer

behavior

Language

Demographics

Values

Nonverbalcommunications

© The McGraw-Hill Companies, Inc. , 1998



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CultureCulture

CulturalNorms are accepted rules for behavior.

Cultural Values are widely held beliefs about what

is good or right. Cultural Sanctions are penalties for violations of

cultural norms or disrespect for cultural values.

Cultural Rituals are sets of symbolic behaviors

that occur in a fixed sequence and tend to berepeated periodically.

Cultural Myths are stories that express some key

values of society.



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Values, Norms, Sanctions, andValues, Norms, Sanctions, and

Consumption PatternsConsumption Patterns


Cultural

values

Consumption

patterns

Norms

Specify ranges

of appropriate

behavior

Sanctions

Penalties for

violating norms



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Value Orientations Influence BehaviorValue Orientations Influence Behavior


Environment-

oriented

values

Other-

oriented

values

Self-

oriented

values

Consumption

Purchase

Communications

Society¶s view

of relationships

between people

Society¶s view

of relationships

with environment

Objectives/

approaches

to life society

finds desirable



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Cultural Values of Relevance toCultural Values of Relevance to

Consumer BehaviorConsumer Behavior

Other-Oriented Values

Individual/Collective. Are individual activity and initiative valued morehighly than collective activity and conformity?

Ex

tended/Limited Family.T

o what extent does one have a life-longobligation to numerous family members?

Diversity/Uniformity. Does the culture embrace variation in religious beliefs, ethnic backgrounds, political views, and so forth?

M asculine/Feminine. To what extent does social power automatically goto males?

Competitive/Cooperative. Does one obtain success by excelling over others or by cooperating with them?

Y outh/Age. Are wisdom and prestige assigned to the younger or older members of a culture?




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Environment-Oriented Values

Cleanliness. To what extent is cleanliness pursued beyond the minimum

needed for health?

P erformance/Status. Is the culture¶s reward system based on performanceor on inherited factors such as family or class?

T radition/Change. Are existing patterns of behavior considered to be

inherently superior to new patterns of behavior?

Risk taking/Security. Are those who risk their established positions to

overcome obstacles or achieve high goals admired more than those who do

not?

P roblem-solving/Fatalistic. Are people encouraged to overcome all

problems, or do they take a ³what will be, will be´ attitude?

N ature. Is nature regarded as something to be admired or overcome?© The McGraw-Hill Companies, Inc. , 1998



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Self-Oriented Values

Active/ P assive. Is a physically active approach to life valued more than aless active orientation?

M aterial/ N onmaterial. How much importance is attached to theacquisition of material wealth?

H ard work/Leisure. Is a person who works harder than economicallynecessary admired more than one who does not?

P ostponed gratification/Immediate gratification. Are people encouragedto ³save for a rainy day´ or to ³live for today´?

Sensual gratification/Abstinence. To what extent is it acceptable to enjoysensual pleasures such as food, drink, and sex?

Religious/Secular. To what extent are behaviors and attitudes based onrules specified by religious doctrine?




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Nonverbal CommunicationsNonverbal Communications

Nonverbal communication systems are the

arbitrary meanings a culture assigns actions,

events, and things other than words.

In his book Silent Languages of Doing Business

Overseas, anthropologist Edward Hall describes

and illustrates how a culture¶s norms and values

are manifested through friendship, agreements,and other similar actions. Hall calls these

behaviors ³silent languages.´



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Cultural CommunicationCultural Communication

OrientationsOrientations Low-Context countries (North American and

northern European countries):

messages are explicit and clear

actual words convey the main point of information words and meanings can be separated from the

context in which they occur

High-Context countries (Japan, France, Spain, Italy,Asia and Middle Eastern Arab countries):

communication is more indirect

expressive manner in which the message is delivered iscritical

message cannot be understood without its context



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Factors Influencing NonverbalFactors Influencing Nonverbal

CommunicationsCommunications

Nonverbal

communications

Time

Etiquette

Things

Agreements Friendship

Symbols

Space




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Orientations Toward TimeOrientations Toward Time

Monochronic cultures (Americans, Germans,

Swiss) handle information in a direct, linear

fashion

schedules, punctuality and a sense of time that formsa purposeful straight line

³time is money´

Polychronic cultures (Japanese, Hispanic) work on

several fronts simultaneously time is less importantthan task

time and money are separate; timing is more

important than time

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2-Culture & CB Pp