Chapter 11 for CB Culture

CHAPTER
ELEVEN
Influence of Culture on Consumer Behavior
Copyright 2010 Pearson Education, Inc. Learning Objectives
1. 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.
Chapter Eleven Slide 2
Learning Objectives (continued)
5. To Understand How Consumers Are Always Adapting to Culture‐Related Experiences.
6. To Understand How the Impact of Culture on Consumer Behavior Is Measured.
7. To Understand How Core Cultural Values Impact American Consumers.
8. To Understand How the American Culture Became a “Shopping Culture.”
Copyright 2010 Pearson Education, Inc. Chapter Eleven Slide 3
To Which Cultural Value or Values Is This Product’s Advertising Appealing?
Copyright 2010 Pearson Education, Inc. Chapter Eleven Slide 4
Convenience in Food Preparation
Copyright 2010 Pearson Education, Inc. Chapter Eleven Slide 5
Culture
The sum total of learned
beliefs, values, and customs
that serve to regulate the
consumer behavior of
members of a particular
society.
Think of the difference between two societies.
How do they think, believe, and act differently?
Copyright 2010 Pearson Education, Inc. Chapter Eleven Slide 6
A Theoretical Model of Culture’s Influence on Behavior ‐ Figure 11.2
determine how we
intend to behave &
consequently do
behave, in given
situations
Chapter Eleven Slide 7
The Invisible Hand of Culture
Each individual perceives the world through his own cultural lens
Sometimes things just seem like the
“right thing to do.”
Chapter Eleven Slide 8
Lifestyle Matrix for Global Youth
Figure 11.3
The in-crowd is all about
privilege and reinforcement
Networked intelligentsia are
the hub of online social
networks and are creative
Copyright 2010 Pearson Education, Inc. Pop mavericks spread word
of mouth rapidly and like
individuality
Thrill renegades are all
about infamy,
adrenaline, and anarchy
Chapter Eleven Slide 9
Culture Satisfies Needs
• Food and Clothing
• Needs vs. Luxury
Copyright 2010 Pearson Education, Inc. Chapter Eleven Slide 10
In Terms of “Culture,” Do You Consider This Product to Be a “Good Morning”
Beverage? Why or Why Not?
Copyright 2010 Pearson Education, Inc. Chapter Eleven Slide 11
Many Will Say “NO” Due to Lack of Nutritional Value and Competing Products (Coffee).
Copyright 2010 Pearson Education, Inc. Chapter Eleven Slide 12
Culture Is Learned
Issues
• Enculturation
• Enculturation and acculturation
• Language and symbols
• Ritual
• Sharing of culture
– The learning of one’s own culture
• Acculturation
– The learning of a new or foreign culture
Agree or Disagree?
Copyright 2010 Pearson Education, Inc.
Chapter Eleven Slide 13
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?
Chapter Eleven Slide 14
Culture Is Learned
Issues
• Enculturation 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 or sound for associations
Chapter Eleven Slide 15
How Does a Symbol Convey the Product’s Advertised Benefits?
Copyright 2010 Pearson Education, Inc.
Chapter Eleven Slide 16
They Provide Additional Meaning to the Ad.
Copyright 2010 Pearson Education, Inc.
Chapter Eleven Slide 17
Culture Is Learned
Issues
• Enculturation and acculturation
• Language and symbols
• Ritual
• Sharing of culture
Copyright 2010 Pearson Education, Inc.
• A ritual is a type of symbolic activity consisting of a series of steps
– birthday parties, weddings, graduations, or religious rites • Rituals extend over the human life cycle
• Marketers realize that rituals often involve products (artifacts that are important for the day) Chapter Eleven Slide 18
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?
Chapter Eleven Slide 19
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
Chapter Eleven Slide 21
Culture Is Learned
Issues
• Enculturation and acculturation
• Language and symbols
• Ritual
• Sharing of Culture
Copyright 2010 Pearson Education, Inc.
• 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
Chapter Eleven Slide 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.
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.
Chapter Eleven Slide 23
Culture is Dynamic
• Evolves because it fills needs – Products that fulfill needs, what is cool and in style, are constantly changing
• Certain factors change culture
–
–
–
–
–
–
Technology
Population shifts
Resource shortages
Wars
Changing values
Customs from other countries
Chapter Eleven Slide 24
The Measurement of Culture
• Content Analysis
• Consumer Fieldwork
• Value Measurement Instruments
Copyright 2010 Pearson Education, Inc.
Chapter Eleven Slide 25
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.
Researchers can look at magazines, websites, television
commercials, and even blogs to see what changes might be
occurring and what values are important.
Chapter Eleven Slide 26
Which Cultural Value
Is Portrayed, and How So?
Chapter Eleven Slide 27
Progress – The Fridge has Superior Design
Chapter Eleven Slide 28
Which Cultural Value
Is This Ad Stressing, and How So?
Chapter Eleven Slide 29
Fitness and Health –
Low Calorie
Chapter Eleven Slide 30
Consumer Fieldwork
• Field Observation
– Natural setting
– Subject unaware
– Focus on observation of behavior
• Participant Observation
Chapter Eleven Slide 31
Value Measurement Survey Instruments
Chapter Eleven Slide 32
American Core Values
Criteria for Value Selection
• The value must be pervasive.
– a significant portion of the population accepts this value
• The value must be enduring. – lasting for a significant period of time
• The value must be consumer‐related.
Chapter Eleven Slide 33
American Core Values
11 building blocks
consumers like freedom of
choice and individualism, they all
accept the reality of certain
authority and standards.
Chapter Eleven Slide 34
American Core Values
Copyright 2010 Pearson Education, Inc.
Chapter Eleven Slide 35
Scale to Measure Attitude Toward Helping Others
Chapter Eleven Slide 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.
Chapter Eleven Slide 37
Toward a Shopping Culture
• Is shopping what we do to create value in our lives?
• People of all ages view shopping as more than a necessity but a hobby, interest, and important part of their lives
• The younger generation is shopping more
• This has an effect on credit card debt
Copyright 2010 Pearson Education, Inc.
Chapter Eleven Slide 38