Chapter 12
The Influence of Culture on
Consumer Behavior
Consumer Behavior,
Ninth Edition
Schiffman & Kanuk
Copyright 2007 by Prentice Hall
Chapter Outline
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•
•
•
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 one’s
own culture
• Acculturation
– The learning of a new
or foreign 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.
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 - 10
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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12 - 11
Culture Is Learned
Issues
• Enculturation and
acculturation
• Language and
symbols
• Ritual
• Sharing of Culture
• 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
weblink
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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
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
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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. Teenage
American and Japanese
girls portrayed
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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
subject’s 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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•
•
•
•
•
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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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