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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 The sum total of learned
beliefs, values, and
customs that serve to
Culture
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 • Enculturation

acculturation – The learning of one’s
own culture
• Language and
• Acculturation
symbols – The learning of a
• Ritual new or foreign
• Sharing of culture 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 • Without a common

acculturation language shared
• Language and meaning could not exist
symbols • Marketers must choose
• Ritual appropriate symbols in
• Sharing of culture advertising
• Marketers can use
“known” symbols for
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 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 • A ritual is a type of

acculturation symbolic activity
• Language and consisting of a series of
symbols steps
• Ritual • Rituals extend over the
• Sharing of culture human life cycle
• Marketers realize that
rituals often involve
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 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 • To be a cultural
acculturation characteristic, a belief,
• Language and value, or practice must
symbols be shared by a
• Ritual significant portion of the
society
• Sharing of Culture
• Culture is transferred
weblink
through family, schools,
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houses of worship, and 12 - 15
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
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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 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 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.

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 The Measurement of Culture
• Content Analysis
• Consumer Fieldwork
• Value Measurement Instruments

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 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.

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 A cultural measurement
technique that takes
place within a natural
Field environment that
Observation 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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 Researchers who
participate in the
Participant- environment that they
Observers 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 • Individualism
success • Freedom
• Activity • External conformity
• Efficiency and • Humanitarianism
practicality • Youthfulness
• Progress • Fitness and health
• Material comfort

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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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