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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
Copyright 2007 by Prentice Hall 12 - 3
Culture
The sum total of learned beliefs, values, and
customs that serve to regulate the consumer
behavior of members of a particular society.
Copyright 2007 by Prentice Hall 12 - 4
A Theoretical Model of Cultures’ Influence on Behavior
Figure 12-1
Copyright 2007 by Prentice Hall 12 - 5
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.
Copyright 2007 by Prentice Hall 12 - 9
The Movement of Cultural MeaningFigure 12.2
Copyright 2007 by Prentice Hall 12 - 10
Culture Is Learned
• Enculturation and acculturation
• Language and symbols
• Ritual• Sharing of culture
Issues
• Without a common language shared meaning could not exist
• Marketers must choose appropriate symbols in advertising
• Marketers can use “known” symbols for associations
Copyright 2007 by Prentice Hall 12 - 13
Culture Is Learned
• Enculturation and acculturation
• Language and symbols
• Ritual• Sharing of culture
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)
Copyright 2007 by Prentice Hall 12 - 14
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?
Copyright 2007 by Prentice Hall 12 - 15
Culture Is Learned
• Enculturation and acculturation
• Language and symbols
• 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.
Copyright 2007 by Prentice Hall 12 - 17
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
Copyright 2007 by Prentice Hall 12 - 19
The Measurement of Culture
• Content Analysis
• Consumer Fieldwork
• Value Measurement Instruments
Copyright 2007 by Prentice Hall 12 - 20
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.
Copyright 2007 by Prentice Hall 12 - 21
Field Field ObservationObservation
A cultural measurement technique that takes
place within a natural environment that
focuses on observing behavior (sometimes without the subjects’
awareness).
Copyright 2007 by Prentice Hall 12 - 22
Characteristics of Field Observation
• Takes place within a natural environment
• Performed sometimes without the subject’s awareness
• Focuses on observation of behavior
Copyright 2007 by Prentice Hall 12 - 23
Participant-Observers
Researchers who participate in the
environment that they are studying without notifying those who are being observed.
Copyright 2007 by Prentice Hall 12 - 24
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
Copyright 2007 by Prentice Hall 12 - 25
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.
Copyright 2007 by Prentice Hall 12 - 27
American Core Values
• Achievement and success
• Activity• Efficiency and
practicality• Progress• Material comfort
• Individualism• Freedom• External conformity• Humanitarianism• Youthfulness• Fitness and health
Copyright 2007 by Prentice Hall 12 - 30
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