Value , Norm , Chara& Affec on Consum Behaviou

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7/18/2019 Value , Norm , Chara& Affec on Consum Behaviou

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Consumer Behavior,Ninth Edition

Schiffman & Kanuk

Chapter 12

The Influence of Culture onConsumer Behavior

Chapter Outline

• What is Culture?

• How Culture Is Learned

• The Measurement of Culture• American Core Values

Culture

The sum total of learned

beliefs, values, and

customs that serve toregulate the consumer

behavior of members of

a particular society.

A Theoretical Model of Cultures’

Influence on BehaviorFigure 12-1

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

Discussion Question

• 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?

This ad would

appeal tothose from

other countries

who are now

interested in

buying ahouse in the

The EU has

a Web site

for new

citizens.

weblink

The Movement of Cultural Meaning

Figure 12.2

Culture Is Learned

acculturation

• Language and

symbols

• Ritual

Issues

• Without a common

language shared

meaning could not exist

• Marketers must choose

appropriate symbols inadvertising

• Marketers can use

“known” symbols for

associations

ThisWeb site

explores

animals assymbols for

advertising.

weblink

This ad uses

the symbol of

a magnet to

emphasize its

benefits.

Culture Is Learned

acculturation

• Language and

symbols

• Ritual

Issues

• A ritual is a type of

symbolic activity

consisting of a series of

• Rituals extend over thehuman life cycle

• Marketers realize that

rituals often involve

products (artifacts)

Discussion Question

• 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?

Culture Is Learned

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 thesociety

• Culture is transferred

through family, schools,

houses of worship, and

weblink

Table 12.2 Selected Rituals and

Associated ArtifactsSELECTED 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

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.

The Measurement of Culture

• Content Analysis

• Consumer Fieldwork

• Value Measurement Instruments

ContentAnalysis

A method for

systematically analyzing

the content of verbal

and/or pictorial

communication. Themethod is frequently

used to determine

prevailing social valuesof a society.

FieldObservation

A cultural measurementtechnique that takes

place within a natural

environment thatfocuses on observing

behavior (sometimes

without the subjects’

awareness).

Characteristics of Field

Observation• Takes place within a natural environment

• Performed sometimes without the

subject’s awareness

• Focuses on observation of behavior

Participant-Observers

Researchers who

participate in the

environment that theyare studying without

notifying those who

are being observed.

Value Measurement Survey

Instruments• Rokeach Value Survey (RVS)

– A self-administered inventory consisting ofeighteen “terminal” values (i.e., personal goals)and eighteen “instrumental” values (i.e., ways ofreaching personal goals)

• List of Values (LOV) – A value measurement instrument that asks

consumers to identify their two most importantvalues from a nine-value list that is based on the

terminal values of the Rokeach Value Survey• Values and Lifestyles (VALS) – A value measurement based on two categories:

self-definition and resources

Table 12.5

Excerpt from the Rokeach Value SurveyTERMINAL 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 aterminal

value.

American Core Values

• Achievement and

success

• Activity

• Efficiency andpracticality

• Progress

• Material comfort

• Individualism

• Freedom

• External conformity

• Humanitarianism

• Youthfulness

• Fitness and health

Discussion Question

• 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?

Criteria for Value Selection

• The value must be pervasive.

• The value must be enduring.

• The value must be consumer-related.

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 debt

Value , Norm , Chara& Affec on Consum Behaviou

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