The Influence of Culture on

The sum total of learned

Consumer Behavior beliefs, values, and
customs that serve to
Culture
regulate the consumer
behavior of members of
a particular society.

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Culture Forms of Cultural Learning

Formal Learning
Culture offers order, direction, and guidance
in all phases of human problem solving:
When to eat, Where to eat,
Informal Learning
What to eat for each meal,
What to serve guests at a dinner party,
picnic, or wedding.
Technical Learning

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The Movement of Cultural Meaning

Issues in Culture
Culturally
Culturally Constituted
Constituted World
World • Enculturation and acculturation
Advertising/Fashion Fashion
System System • Language and symbols
Consumer
Consumer Goods
Goods • Ritual
Possession Exchange Grooming Divestment • Sharing of Culture
Ritual Ritual Ritual Ritual

Individual
Individual Consumer
Consumer

Location of Meaning

Instrument of Meaning Transfer

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1
 Selected Rituals and Associated Nightly Facial Beauty Ritual of a Young
Artifacts Internet Sales Representative
SELECTED RITUALS TYPICAL ARTIFACTS
1. I pull my hair back with a headband.
2. I wash my face with tepid water using Dove facial cleanser to remove all
Wedding White gown (something old, something new,
makeup.
something borrowed, something blue)
3. Next, I use a Q-tip with some moisturizer around my eyes to make sure
Birth of child U.S. Savings Bond, silver baby spoon all eye makeup is removed.
Birthday Card, present, cake with candles 4. I apply Dermacil facial cream to my face to heavily moisturize and
50th Wedding anniversary Catered party, card and gift, display of photos of the Clinique Dramatically Different Lotion on my neck and throat.
couple’s life together 5. If I have a blemish, I apply Clearasil Treatment to the area to dry it out.
Graduation Pen, U.S. Savings Bond, card, wristwatch 6. Twice weekly (or as necessary) I use Aapri Facial Scrub to remove dry
Valentine’s Day Candy, card, flowers and dead skin.
New Year’s Eve Champagne, party, fancy dress 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.
Thanksgiving Prepare a turkey meal for family and friends
8. Once a month I get a professional salon facial to deep clean my pores.

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Culture and Advertising The Measurement of Culture

• Is it the role of advertising to socialize • Content Analysis

readers on how to dress, decorate their • Consumer Fieldwork
homes, choose wines and food for parties, • Value Measurement Instruments
etc?
– Vanity Fair
– Martha Stewart Living
– Wine Spectator

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A method for
A cultural measurement
systematically analyzing
technique that takes
the content of verbal
place within a natural
and/or pictorial
Content Field environment that
communication. The
Analysis Observation focuses on observing
method is frequently
behavior (sometimes
used to determine
without the subjects’
prevailing social values
awareness).
of a society.

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2
 Characteristics of Field
Observation
• Takes place within a Researchers who
natural environment participate in the
• Performed sometimes Participant-
Participant- environment that they
without the subject’s Observers are studying without
awareness notifying those who
• Focuses on observation are being observed.
of behavior

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Value Measurement Survey Instruments The Rokeach Value Survey

TERMINAL VALUES INSTRMENTAL VALUES
• Rokeach Value Survey (RVS): A self- A COMFORTABLE LIFE AMBITIOUS
administered inventory consisting of eighteen “terminal” AN EXCITING LIFE BROAD-MINDED
values (i.e., personal goals) and eighteen “instrumental”
A WORLD AT PEACE CAPABLE
values (i.e., ways of reaching personal goals).
EQUALITY CHEERFUL
• List of Values (LOV): A value measurement FREEDOM CLEAN
instrument that asks consumers to identify their two most HAPPINESS COURAGEOUS
important values from a nine-value list that is based on NATIONAL SECURITY FORGIVING
the terminal values of the Rokeach Value Survey
PLEASURE HELPFUL
• Values and Lifestyles (VALS): A value SALVATION HONEST
measurement based on two categories: self-definition and SOCIAL RECOGNITION IMAGINATIVE
resources TRUE FRIENDSHIP INDEPENDENT
WISDOM INTELLECTUAL

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Table continued…. Criteria for Value Selection

TERMINAL VALUES INSTRMENTAL VALUES
A WORLD OF BEAUTY LOGICAL • The value must be pervasive.
FAMILY SECURITY LOVING
• The value must be enduring.
MATURE LOVE OBEDIENT
• The value must be consumer-related.
SELF-RESPECT POLITE
A SENSE OF ACCOMPLISHMENT RESPONSIBLE
INNER HARMONY SELF-CONTROLLED

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