The Influence of Culture

on Consumer Behavior

Company
LOGO
 The sum total of learned
beliefs, values, and
customs that serve to
Culture
regulate the consumer
behavior of members of
a particular society.
Forms of Cultural
Learning

Formal Learning

Informal Learning

Technical Learning
 Culture Is Learned

Issues

 Enculturation Enculturation
and  The learning of
acculturation one’s own culture
 Language and Acculturation
 The learning of a
symbols
new or foreign
 Ritual culture
 Sharing of
culture
 This ad would
appeal to those
from other
countries who
are now
interested in
buying a house
in the U.S.
The EU has
a Web site
for new
citizens.
The Movement of Cultural
Meaning
 Culture Is Learned

Issues
 Enculturation Without a common
and language shared
acculturation meaning could not
 Language and exist
symbols Marketers must
 Ritual choose appropriate
 Sharing of symbols in
culture advertising
Marketers can use
“known” symbols for
associations
 This
Web site
explores
animals as
symbols for
advertising.
 This ad uses
the symbol
of a magnet
to emphasize
its benefits.
 Culture Is Learned

Issues
 Enculturation A ritual is a type of
and symbolic activity
acculturation consisting of a series
 Language and of steps
symbols Rituals extend over
 Ritual the human life cycle
 Sharing of Marketers realize that
culture rituals often involve
products (artifacts)
 Culture Is Learned
Issues
 Enculturation To be a cultural
and characteristic, a
acculturation belief, value, or
 Language and practice must be
symbols shared by a
significant portion of
 Ritual
the society
 Sharing of Culture is transferred
Culture through family,
schools, houses of
worship, and media
 This ad uses
characters well
known in the
U.S. culture.
 Selected Rituals and Associated
Artifacts
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

Thanksgiving Prepare a turkey meal for family and friends

 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. 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
 A method for
systematically analyzing
the content of verbal
and/or pictorial
Content
communication. The
Analysis
method is frequently
used to determine
prevailing social values
of a society.
 A cultural measurement
technique that takes
place within a natural
Field environment that
Observation focuses 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
 Researchers who
participate in the
Participant- environment that they
Observers are studying without
notifying those who
are being observed.
Value Measurement Survey Instruments
 Rokeach Value Survey (RVS)
 A self-administered inventory consisting of
eighteen “terminal” values (i.e., personal goals)
and eighteen “instrumental” values (i.e., ways of
reaching personal goals)

 List of Values (LOV)

 A value measurement instrument that asks
consumers to identify their two most important
values 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
 Excerpt from the Rokeach Value
TERMINAL VALUES SurveyINSTRMENTAL 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 a
terminal value.
 American Core Values

 Achievement and  Individualism

success  Freedom
 Activity  External conformity
 Efficiency and  Humanitarianism
practicality  Youthfulness
 Progress  Fitness and health
 Material comfort
 Criteria for Value Selection

 The value must be pervasive.

 The value must be enduring.
 The value must be consumer-related.