Transcript
For Penney’s heralded boss, the shine is off of
the Apple-WSJ
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For Penney’s heralded boss, the shine is off of the Apple-WSJ
• Summarize Article• JC Penny’s current consumer position? Future
position? Actions taken to change position. • How were decisions made?• Cultural Issues? Changes?• Results?
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Influence of Culture on Consumer Behavior
CHAPTERELEVEN
Culture
The sum total of learned beliefs, values, and
customs that serve to regulate the consumer
behavior of members of a particular society.
4Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
A Theoretical Model of Culture’s Influence on Behavior - Figure 11.2
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The Invisible Hand of Culture
Each individual perceives the world through his own
cultural lens
66Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
Culture Satisfies Needs
• Order, Direction and Guidance• Food and Clothing• Needs vs. Luxury
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Culture Is Learned
• 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
Issues
8Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
Culture Is Learned
• Enculturation and acculturation
• Language and symbols
• Ritual• Sharing of culture
Issues • Without a common language ,shared meaning could not exist• Marketers must choose
appropriate symbols in advertising• Marketers can use “known”
symbols for associations
9Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
Culture Is Learned
• Enculturation and acculturation
• Language and symbols
• Ritual• Sharing of culture
Issues• 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)
10Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
Selected Rituals and Associated Artifacts - Table 11.2
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
11Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
Culture Is Learned
• Enculturation and acculturation
• Language and symbols
• Ritual• Sharing of Culture
Issues
• 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
12Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
Culture is Dynamic
• Evolves because it fills needs• Certain factors change culture– Technology– Population shifts– Resource shortages– Wars– Changing values– Customs from other countries
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The Measurement of Culture
• Content Analysis• Consumer Fieldwork• Value Measurement
Instruments
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Content Content AnalysisAnalysis
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.
15Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
Consumer Fieldwork
• Field Observation– Natural setting– Subject unaware– Focus on observation of behavior
• Participant Observation
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Value Measurement Survey Instruments
17Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
American Core ValuesCriteria for Value Selection
• The value must be pervasive.• The value must be enduring.• The value must be consumer-related.
18Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
American Core Values
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Chapter 11
Questions?
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Case 11-1: My Taco has How Many Calories?
• How does providing calories information on menus relate to the core American Values presented in Chapter 11?
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