The document discusses the relationship between culture, consumer behavior, and values, ideals, and myths that guide purchasing decisions. It highlights examples of consumption behaviors during events such as back-to-school shopping, revealing significant spending trends driven by cultural norms and consumer influences. The piece also raises questions about personal experiences related to back-to-school traditions and their impact on understanding education value.

1. Culture and Consumer
Behavior: Values, Ideals
& Myths
By: Jasmine Alexander

2. What is Culture?
● Collective pattern including attitudes, beliefs and customs guiding one’s
daily life
● Culture is correlated with geography
○ American culture
■ Ex. Baseball games, Thanksgiving meals, fireworks
● Ideological ways we represent our cultures include
○ Values
○ Ideals
○ Myths

3. Values

4. ● Beliefs that shape one’s
behavior
● Two types
○ Terminal : Goals worth
pursuing
○ Instrumental: Ways to
pursue these goals

5. Values and Consumption
● Children & extended family purchase
airline tickets to travel home for the
holidays
● Neighbors buy welcome gifts to new
families; friends buy housewarming gifts
for new homes
● Purchase biodegradable & recyclable
products to preserve the environment

6. Ideals

7. Set of standards people use to
evaluate their peers as well as their
own conduct
● Children in the family go to college
upon completing high school
● Parents name their son after the
father or children after a revered
family member
● Parents raising their daughters in
beauty pageants

8. Ideals and Consumption
● Families become first time home buyers by
pursuing their “dream home”
○ Purchase new furniture, appliances, decor, etc.
● Ladies purchase dresses and heels/guys rent
tuxedos for high school prom, homecoming, etc.
● Consumers dissatisfied with their appearance
may pursue plastic surgeries
○ See pictures of celebrities on social media and want similar
make-up/look

9. Myths

10. Traditional stories reinforcing
a cultural value historically
passed down generations
● Boogeyman used to trick
children into good behavior
● Cupid on Valentine’s Day
uses a bow and arrow to
create attraction between
two people

11. Myths and Consumption:
● Cartoon characters become lovable friends of
toddlers
○ Marketed through stuffed dolls, apparel, video
games, room decor, halloween costumes etc.
● Sports teams and brand representation
○ Notre Dame Fighting Irish
■ Irish Immigrant soldiers who fought in the Civil War
○ San Francisco 49ers
■ Gold miners who arrived in Northern California during the
mid-1800s gold rush (1849)

12. Case: Back-To-School Shopping
● Mid July - Early September (location)
● Kids receive brand new clothes & supplies to represent the new
school year, even if they don’t need them
● 2017 Back to school prediction estimated K-12 $29.5 Billion and
college to reach $54.1 Billion reaching a total of $83.6 Billion!!!
○ Both numbers increased from the previous year
● Back to school ads on television heavily marketed throughout
July-September time
● Survey of 7,226 consumers by National Retail Federation for back-
to-school plans between June 30-July 5 2017

13. K-12 B.T.S. Consumption
● $10.2 billion on Clothing
● $8.8 billion on electronics (computers, calculators, tablets)
● $5.6 billion on shoes
● $4.9 billion on school supplies (notebooks, folders, pencils, backpacks, lunchbox,
etc.)
● “Schools are changing their classroom experience to include more technology including
laptops and tablets, that is why many parents, specifically Millennials, are spending more
during back-to-school season and taking advantage of retailers’ best deals to stretch their
budgets.” (Smith)
● “65 % of back-to-school shoppers say half or more of their purchases are a direct result of
their children’s influence” (Smith)

14. College B.T.S. Consumption
● $12.8 billion on electronics (laptops, tablet, accessories, calculator,
smartphone/cell phone)
● $8.0 billion on clothing
● $7.5 billion on snacks/ food items
● $5.9 billion on dorm/apartment furnishings
● $4.5 billion on shoes
● $4.5 billion on personal care items
● $3.9 billion on school supplies
● $3.9 billion on gift cards
● $3.2 billion on branded collegiate gear

15. Questions for the Audience
1. Did you and your family at any point make back to school shopping time a
tradition? If so, how?
2. What were your must have items to buy during back to school time? (Early
2000s)
3. Did back to school shopping time ever help you to understand the value on
your education?

16. Thank you

17. Sources
smitha@nrf.com. “Back-to-School and Back-to-College Spending to Reach
$83.6 Billion.” National Retail Federation, 12 July 2017,
nrf.com/media/press-releases/back-school-and-back-college-spending-
reach-836-billion.