The Influence of Culture on Consumer Behavior

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Culture

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 LearningFormal Learning

Informal Learning

Technical Learning

Culture Is Learned IssuesEnculturation and acculturation Language and symbols Ritual Sharing of culture Enculturation The learning of ones own culture

Acculturation The learning of a new or foreign culture

This ad would appeal to those from other countries who are now interested in buying a house in the U.S.

The EU has a Web site for new citizens.

The Movement of Cultural Meaning

Culture Is Learned IssuesEnculturation and acculturation Language and symbols Ritual Sharing of culture Without a common language shared meaning could not exist Marketers must choose appropriate symbols in advertising Marketers can use known symbols for associations

This Web site explores animals as symbols for advertising.

This ad uses the symbol of a magnet to emphasize its benefits.

Culture Is Learned IssuesEnculturation and acculturation Language and symbols Ritual Sharing of culture 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)

Culture Is Learned IssuesEnculturation and acculturation Language and symbols Ritual Sharing of Culture 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

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

Selected Rituals and Associated ArtifactsSELECTED RITUALS Wedding TYPICAL ARTIFACTS White gown (something old, something new, something borrowed, something blue) U.S. Savings Bond, silver baby spoon Card, present, cake with candles Catered party, card and gift, display of photos of the couples life together Pen, U.S. Savings Bond, card, wristwatch Candy, card, flowers Champagne, party, fancy dress Prepare a turkey meal for family and friends

Birth of child Birthday 50th Wedding anniversary

Graduation Valentines Day New Years Eve Thanksgiving

Facial Beauty Ritual of a Young TV Advertising Sales Representative1. I pull my hair back with a headband.

2. I take all of my makeup off with LOreal 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. 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 deepclean my pores.

The Measurement of Culture Content Analysis Consumer Fieldwork Value Measurement Instruments

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.

Field Observation

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 subjects awareness Focuses on observation of behavior

ParticipantObservers

Researchers who participate in the environment that they are studying without notifying those who are being observed.

Value Measurement Survey InstrumentsRokeach 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

Excerpt from the Rokeach Value TERMINAL VALUES Survey INSTRMENTAL VALUESA comfortable life An exciting life A world at peace Equality Freedom Happiness National security Pleasure Salvation Social recognition True friendship Wisdom Ambitious Broad-minded Capable Cheerful Clean Courageous Forgiving Helpful Honest Imaginative Independent Intellectual

This ad references a terminal value.

American Core ValuesAchievement and success Activity Efficiency and practicality Progress Material comfort Individualism Freedom External conformity Humanitarianism Youthfulness Fitness and health

Criteria for Value Selection The value must be pervasive. The value must be enduring. The value must be consumer-related.