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Chapter 12 The Influence of Culture on Consumer Behavior
Chapter Outline ,[object Object],[object Object],[object Object],[object Object]
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 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Issues
Discussion Question ,[object Object],[object Object]
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. weblink
The Movement of Cultural Meaning Figure 12.2
Culture Is Learned ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Issues
This  Web site explores animals as symbols for advertising. weblink
This ad uses the symbol of a magnet to emphasize its benefits.
Culture Is Learned ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Issues
Discussion Question ,[object Object],[object Object],[object Object]
Culture Is Learned ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Issues 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
Table 12.3 Facial Beauty Ritual of a Young TV Advertising Sales Representative ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Measurement of Culture ,[object Object],[object Object],[object Object]
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 ,[object Object],[object Object],[object Object]
Participant-Observers Researchers who participate in the environment that they are studying without notifying those who are being observed.
Value Measurement Survey Instruments ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
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 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Discussion Question ,[object Object],[object Object],[object Object]
Criteria for Value Selection ,[object Object],[object Object],[object Object]
Toward a Shopping Culture ,[object Object],[object Object],[object Object]

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Chapter 12 Influence Of Culture On Consumer Behavior

  • 1. Chapter 12 The Influence of Culture on Consumer Behavior
  • 2.
  • 3. Culture The sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society.
  • 4. A Theoretical Model of Cultures’ Influence on Behavior Figure 12-1
  • 5.
  • 6.
  • 7. This ad would appeal to those from other countries who are now interested in buying a house in the U.S.
  • 8. The EU has a Web site for new citizens. weblink
  • 9. The Movement of Cultural Meaning Figure 12.2
  • 10.
  • 11. This Web site explores animals as symbols for advertising. weblink
  • 12. This ad uses the symbol of a magnet to emphasize its benefits.
  • 13.
  • 14.
  • 15.
  • 16. This ad uses characters well known in the U.S. culture.
  • 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
  • 18.
  • 19.
  • 20. 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.
  • 21. Field Observation A cultural measurement technique that takes place within a natural environment that focuses on observing behavior (sometimes without the subjects’ awareness).
  • 22.
  • 23. Participant-Observers Researchers who participate in the environment that they are studying without notifying those who are being observed.
  • 24.
  • 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
  • 26. This ad references a terminal value.
  • 27.
  • 28.
  • 29.
  • 30.