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Culture Documents
Schiffman CB10 PPT 11 Culture
Schiffman CB10 PPT 11 Culture
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 ConsumptionRelated 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
Culture
The sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society.
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 acculturation Language and symbols Ritual Sharing of culture Enculturation
The learning of one s own culture
Acculturation
The learning of a new or foreign 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
Enculturation and acculturation Language and symbols Ritual Sharing of culture Without a common language ,shared meaning could not exist Marketers must choose appropriate symbols in advertising Marketers can use known symbols for associations
Culture Is Learned
Issues
Enculturation and acculturation Language and symbols Ritual Sharing of culture 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)
Discussion Questions
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?
Wedding
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 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 21
Culture is Dynamic
Evolves because it fills needs Certain factors change culture
Technology Population shifts Resource shortages Wars Changing values Customs from other countries
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 23
Content Analysis
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.
Consumer Fieldwork
Field Observation
Natural setting Subject unaware Focus on observation of behavior
Participant Observation
Discussion Questions
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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