Eleven: Influence of Culture On Consumer Behavior

CHAPTER
ELEVEN
Influence of Culture on
Consumer Behavior
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.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 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.”
To Which Cultural Value or Values Is
This Product’s Advertising Appealing?
Convenience in Food Preparation
The sum total of learned
beliefs, values, and
customs that serve to
Culture
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
Lifestyle Matrix for Global Youth
Figure 11.3
Culture Satisfies Needs
• Food and Clothing

• Needs vs. Luxury
In Terms of “Culture,” Do You Consider This Product
to Be a “Good Morning” Beverage? Why or Why Not?
Many Will Say “NO” Due to Lack of Nutritional Value
and Competing Products (Coffee).
Culture Is Learned
Issues
• Enculturation and • Enculturation

acculturation – The learning of one’s
own culture
• Language and
• Acculturation
symbols – The learning of a new or
• Ritual foreign culture
• Sharing of culture
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
Issues • Without a common
language ,shared meaning
could not exist
• Enculturation and
acculturation • Marketers must choose
appropriate symbols in
• Language and
advertising
symbols
• Marketers can use
• Ritual
“known” symbols for
• Sharing of culture associations
How Does a Symbol Convey the Product’s
Advertised Benefits?
They Provide Additional
Meaning to the Ad.
Culture Is Learned
Issues
• A ritual is a type of
symbolic activity consisting
• Enculturation and of a series of steps
acculturation • Rituals extend over the
• Language and human life cycle
symbols • Marketers realize that
• Ritual rituals often involve
• Sharing of culture products (artifacts)
• 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?
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
Issues
• Enculturation and • To be a cultural
acculturation characteristic, a belief,
• Language and value, or practice must be
symbols shared by a significant
• Ritual portion of the society
• Sharing of Culture • Culture is transferred
through family, schools,
houses of worship, and
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
media Chapter Eleven Slide 21
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.
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
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.
Which Cultural Value
Is Portrayed, and How So?
Progress – The Fridge has
Superior Design
Which Cultural Value
Is This Ad Stressing, and How So?
Fitness and Health –
Low Calorie
Consumer Fieldwork
• Field Observation
– Natural setting
– Subject unaware
– Focus on observation of behavior
• Participant Observation
Value Measurement Survey Instruments
American Core Values
Criteria for Value Selection
• The value must be pervasive.
• The value must be enduring.
• The value must be consumer-related.
Scale to Measure Attitude
Toward Helping Others
• 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?
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
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mechanical, photocopying, recording, or otherwise, without the prior written
permission of the publisher. Printed in the United States of America.
Copyright © 2010 Pearson Education, Inc. Publishing as

Prentice Hall

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CHAPTER

5. To Understand How Consumers Are Always

Each individual perceives the

• Food and Clothing

• Enculturation and • Enculturation

• How do U.S. marketers target consumers who

• What are some rituals (religious, educational,

Wedding White gown (something old, something

50th Wedding anniversary Catered party, card and gift, display of

Valentine’s Day Candy, card, flowers

• Evolves because it fills needs

• Have you observed changes in any of the core

• Is shopping what we do to create value in our

Copyright © 2010 Pearson Education, Inc. Publishing as

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