Influence of Culture on Consumer Behavior

Convenience in Food Preparation(a cultural value)

Culture

The sum total of learned beliefs, values, and

customs that serve to regulate the consumer

behavior of members of a particular society.

A Theoretical Model of Culture’s Influence on Behavior - Figure 11.2

The Invisible Hand of Culture

Each individual perceives the world through his own

cultural lens

Culture Satisfies Needs

• Food and Clothing– Takeaway food– Drive-thrus– Alcohol

• Needs vs. Luxury– Heated car seats– Flushing toilets– Bidets– Running water

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

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 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?

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

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

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)

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

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

Facial Beauty Ritual of a Young PersonTable 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.

Culture is Dynamic

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

The Measurement of Culture

• Content Analysis• Consumer Fieldwork• Value Measurement

Instruments

Content Content AnalysisAnalysis

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.

Progress – The Fridge has Superior Design

Fitness and Health – Low Calorie

Consumer Fieldwork

• Field Observation– Natural setting– Subject unaware– Focus on observation of behavior

• Participant Observation

American Core ValuesCriteria for Value Selection

• The value must be pervasive.• The value must be enduring.• The value must be consumer-related.

American Core Values

Scale to Measure Attitude Toward Helping Others

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?