Chapter 12

The Influence of Culture on

Consumer Behavior
Consumer Behavior,
Ninth Edition
Schiffman & Kanuk

Copyright 2007 by Prentice Hall

Chapter Outline

What is Culture?
How Culture Is Learned
The Measurement of Culture
American Core Values

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Culture

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The sum total of learned

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

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A Theoretical Model of Cultures

Influence on Behavior
Figure 12-1

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Culture Is Learned
Issues
Enculturation and
acculturation
Language and
symbols
Ritual
Sharing of culture

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Enculturation
The learning of ones
own culture

Acculturation
The learning of a
new or foreign
culture

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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?

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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.
weblink

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The Movement of Cultural Meaning

Figure 12.2

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Culture Is Learned
Issues
Enculturation and
acculturation
Language and
symbols
Ritual
Sharing of culture

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Without a common
language shared
meaning could not exist
Marketers must choose
appropriate symbols in
advertising
Marketers can use
known symbols for
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associations

This
Web site
explores
animals as
symbols for
advertising.
weblink

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This ad uses
the symbol of
a magnet to
emphasize its
benefits.

Culture Is Learned
Issues
Enculturation and
acculturation
Language and
symbols
Ritual
Sharing of culture

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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) 12 - 13

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?

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Culture Is Learned
Issues
Enculturation and
acculturation
Language and
symbols
Ritual
Sharing of Culture
weblink

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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
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This ad uses
characters
well known
in the U.S.
culture.

Table 12.2 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

couples life together

Graduation

Pen, U.S. Savings Bond, card, wristwatch

Valentines Day

Candy, card, flowers

New Years Eve

Champagne, party, fancy dress

Thanksgiving

Prepare a turkey meal for family and friends

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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 LOreal 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.
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The Measurement of Culture

Content Analysis
Consumer Fieldwork
Value Measurement Instruments

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Content
Analysis

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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.
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Field
Observation

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A cultural measurement
technique that takes
place within a natural
environment that
focuses on observing
behavior (sometimes
without the subjects
awareness).

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Characteristics of Field
Observation
Takes place within a natural environment
Performed sometimes without the
subjects awareness
Focuses on observation of behavior

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ParticipantObservers

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Researchers who
participate in the
environment that they
are studying without
notifying those who
are being observed.

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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
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Table 12.5
Excerpt from the Rokeach Value Survey
TERMINAL 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

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This ad
references a
terminal
value.

American Core Values

Achievement and
success
Activity
Efficiency and
practicality
Progress
Material comfort

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Individualism
Freedom
External conformity
Humanitarianism
Youthfulness
Fitness and health

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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?

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Criteria for Value Selection

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

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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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