Culture influences consumer behavior through learned beliefs, values, and customs. A theoretical model shows culture's influence through an individual's cultural lens and by satisfying needs. Culture is learned through enculturation, acculturation, language, symbols, rituals, and sharing beliefs within a society. Rituals often involve products and marketers recognize the role of rituals. Culture is dynamic and evolves based on factors like technology, population shifts, and changing values. Market researchers analyze culture through content analysis, fieldwork including observation and participation, and instruments to measure values.

1. Influence of Culture on Consumer Behavior

2. Convenience in Food Preparation
(a cultural value)

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 Culture’s Influence on
Behavior - Figure 11.2

5. The Invisible Hand of Culture
Each individual perceives the
world through his own
cultural lens

6. Culture Satisfies Needs
• Food and Clothing
– Takeaway food
– Drive-thrus
– Alcohol
• Needs vs. Luxury
– Heated car seats
– Flushing toilets
– Bidets
– Running water

7. In Terms of “Culture,” Do You Consider This Product to
Be a “Good Morning” Beverage? Why or Why Not?

8. 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

9. 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?

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

11. How Does a Symbol Convey the Product’s
Advertised Benefits?

12. 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)

13. Selected Rituals and Associated Artifacts -
Table 11.2
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

14. 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

15. Facial Beauty Ritual of a Young Person
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.
5. I apply Clinique Dramatically Different Lotion to my face, neck, and
throat.
6. 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.

16. Culture is Dynamic
• Evolves because it fills needs
• Certain factors change culture
– Technology
– Population shifts
– Resource shortages
– Wars
– Changing values
– Customs from other countries

17. The Measurement of Culture
• Content Analysis
• Consumer Fieldwork
• Value Measurement
Instruments

18. 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.

19. Progress – The Fridge has
Superior Design

20. Fitness and Health –
Low Calorie

21. Consumer Fieldwork
• Field Observation
– Natural setting
– Subject unaware
– Focus on observation of behavior
• Participant Observation

22. American Core Values
Criteria for Value Selection
• The value must be pervasive.
• The value must be enduring.
• The value must be consumer-related.

23. American Core Values
Achievement
and success
Activity
Efficiency and
practicality
Progress
Material
comfort
Individualism Freedom
External
conformity
Humanitarianism Youthfulness
Fitness and
health

24. Scale to Measure Attitude
Toward Helping Others

25. 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?