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Influence of Culture on  Consumer Behavior
Learning Objectives1. To Understand What Culture Is and How It   Impacts Consumer Behaviors.2. To Understand How Culture A...
Learning Objectives (continued)1. To Understand How Consumers Are Always   Adapting to Culture-Related Experiences.2. To U...
To Which Cultural Value or Values IsThis Product’s Advertising Appealing? Copyright 2010 Pearson Education, Inc. Publishin...
Convenience in Food PreparationCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall   Chapter Eleven Slide 5
The sum total of learned                                                        beliefs, values, and                      ...
A Theoretical Model of Culture’s Influence       on Behavior - Figure 11.2Copyright 2010 Pearson Education, Inc. Publishin...
The Invisible Hand of CultureEach individual perceives the   world through his own        cultural lensCopyright 2010 Pear...
Lifestyle Matrix for Global Youth                         Figure 11.3Copyright 2010 Pearson Education, Inc. Publishing as ...
Culture Satisfies Needs• Food and Clothing• Needs vs. LuxuryCopyright 2010 Pearson Education, Inc. Publishing as Prentice ...
In Terms of “Culture,” Do You Consider This Productto Be a “Good Morning” Beverage? Why or Why Not?  Copyright 2010 Pearso...
Many Will Say “NO” Due to Lack of Nutritional Value        and Competing Products (Coffee).  Copyright 2010 Pearson Educat...
Culture Is Learned Issues  • Enculturation and                                                • Enculturation    accultura...
Discussion Questions• How do U.S. marketers target consumers who  have moved to the U.S. and are new to the  U.S. culture?...
Culture Is Learned Issues                                                              • Without a common                 ...
How Does a Symbol Convey the Product’s           Advertised Benefits?Copyright 2010 Pearson Education, Inc. Publishing as ...
They Provide Additional                              Meaning to the Ad.Copyright 2010 Pearson Education, Inc. Publishing a...
Culture Is Learned Issues                                                                     • A ritual is a type of     ...
Discussion Questions• What are some rituals (religious, educational,  social) that you have experienced?• What artifacts o...
Selected Rituals and Associated Artifacts -                Table 11.2SELECTED RITUALS                                     ...
Culture Is Learned Issues  • Enculturation and                                                • To be a cultural    accult...
Facial Beauty Ritual of a Young TV Advertising      Sales Representative - Table 11.3  1. I pull my hair back with a headb...
Culture is Dynamic• Evolves because it fills needs• Certain factors change culture  – Technology  – Population shifts  – R...
The Measurement of Culture• Content Analysis• Consumer Fieldwork• Value Measurement  InstrumentsCopyright 2010 Pearson Edu...
A method for                                                     systematically analyzing                                 ...
Which Cultural Value             Is Portrayed, and How So?Copyright 2010 Pearson Education, Inc. Publishing as Prentice Ha...
Progress – The Fridge has                   Superior DesignCopyright 2010 Pearson Education, Inc. Publishing as Prentice H...
Which Cultural Value Is This Ad Stressing, and How So?Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall  ...
Fitness and Health –                           Low CalorieCopyright 2010 Pearson Education, Inc. Publishing as Prentice Ha...
Consumer Fieldwork• Field Observation      – Natural setting      – Subject unaware      – Focus on observation of behavio...
Value Measurement Survey InstrumentsCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall   Chapter Eleven Sl...
American Core Values                       Criteria for Value Selection• The value must be pervasive.• The value must be e...
American Core ValuesCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall   Chapter Eleven Slide 33
American Core ValuesCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall   Chapter Eleven Slide 34
Scale to Measure Attitude                         Toward Helping OthersCopyright 2010 Pearson Education, Inc. Publishing a...
Discussion Questions• Have you observed changes in any of the core  values over the past 4 years?• Why did those changes o...
Toward a Shopping Culture• Is shopping what we do to create value in our  lives?• The younger generation is shopping more•...
All rights reserved. No part of this publication may be reproduced, stored in a  retrieval system, or transmitted, in any ...
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61204335 schiffman-cb10-ppt-11-culture

  1. 1. Influence of Culture on Consumer Behavior
  2. 2. Learning Objectives1. 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. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 2
  3. 3. Learning Objectives (continued)1. To Understand How Consumers Are Always Adapting to Culture-Related Experiences.2. To Understand How the Impact of Culture on Consumer Behavior Is Measured.3. To Understand How Core Cultural Values Impact American Consumers.4. To Understand How the American Culture Became a “Shopping Culture.” Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 3
  4. 4. To Which Cultural Value or Values IsThis Product’s Advertising Appealing? Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 4
  5. 5. Convenience in Food PreparationCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 5
  6. 6. The sum total of learned beliefs, values, and customs that serve to Culture regulate the consumer behavior of members of a particular society.Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 6
  7. 7. A Theoretical Model of Culture’s Influence on Behavior - Figure 11.2Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 7
  8. 8. The Invisible Hand of CultureEach individual perceives the world through his own cultural lensCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 8
  9. 9. Lifestyle Matrix for Global Youth Figure 11.3Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 9
  10. 10. Culture Satisfies Needs• Food and Clothing• Needs vs. LuxuryCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 10
  11. 11. In Terms of “Culture,” Do You Consider This Productto Be a “Good Morning” Beverage? Why or Why Not? Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 11
  12. 12. Many Will Say “NO” Due to Lack of Nutritional Value and Competing Products (Coffee). Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 12
  13. 13. Culture Is Learned Issues • Enculturation and • Enculturation acculturation – The learning of one’s own culture • Language and • Acculturation symbols – The learning of a new or • Ritual foreign culture • Sharing of cultureCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 13
  14. 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?Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 14
  15. 15. Culture Is Learned Issues • Without a common language ,shared meaning could not exist • Enculturation and acculturation • Marketers must choose appropriate symbols in • Language and advertising symbols • Marketers can use • Ritual “known” symbols for • Sharing of culture associationsCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 15
  16. 16. How Does a Symbol Convey the Product’s Advertised Benefits?Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 16
  17. 17. They Provide Additional Meaning to the Ad.Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 17
  18. 18. Culture Is Learned Issues • A ritual is a type of symbolic activity consisting • Enculturation and of a series of steps acculturation • Rituals extend over the • Language and human life cycle symbols • Marketers realize that • Ritual rituals often involve • Sharing of culture products (artifacts)Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 18
  19. 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?Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 19
  20. 20. Selected Rituals and Associated Artifacts - Table 11.2SELECTED RITUALS TYPICAL ARTIFACTS White gown (something old, somethingWedding new, something borrowed, something blue)Birth of child U.S. Savings Bond, silver baby spoonBirthday Card, present, cake with candles50th Wedding anniversary Catered party, card and gift, display of photos of the couple’s life togetherGraduation Pen, U.S. Savings Bond, card, wristwatchValentine’s Day Candy, card, flowersNew Year’s Eve Champagne, party, fancy dressCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 20
  21. 21. Culture Is Learned Issues • Enculturation and • To be a cultural acculturation characteristic, a belief, • Language and value, or practice must be symbols shared by a significant • Ritual portion of the society • Sharing of Culture • Culture is transferred through family, schools, houses of worship, andCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall media Chapter Eleven Slide 21
  22. 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. 1. I apply Clinique Dramatically Different Lotion to my face, neck, and throat. 2. 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. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 22
  23. 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 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 23
  24. 24. The Measurement of Culture• Content Analysis• Consumer Fieldwork• Value Measurement InstrumentsCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 24
  25. 25. A method for systematically analyzing the content of verbal and/or pictorial Content communication. The Analysis method is frequently used to determine prevailing social values of a society.Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 25
  26. 26. Which Cultural Value Is Portrayed, and How So?Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 26
  27. 27. Progress – The Fridge has Superior DesignCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 27
  28. 28. Which Cultural Value Is This Ad Stressing, and How So?Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 28
  29. 29. Fitness and Health – Low CalorieCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 29
  30. 30. Consumer Fieldwork• Field Observation – Natural setting – Subject unaware – Focus on observation of behavior• Participant ObservationCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 30
  31. 31. Value Measurement Survey InstrumentsCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 31
  32. 32. American Core Values Criteria for Value Selection• The value must be pervasive.• The value must be enduring.• The value must be consumer-related.Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 32
  33. 33. American Core ValuesCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 33
  34. 34. American Core ValuesCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 34
  35. 35. Scale to Measure Attitude Toward Helping OthersCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 35
  36. 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?Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 36
  37. 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 debtCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 37
  38. 38. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic,mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2010 Pearson Education, Inc. Publishing as Prentice HallCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 38

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