cb9_MBA2K11_.pptx

Chapter 15 Cultural Influences on Consumer Behavior

Cultural Influences on Consumer BehaviorConsumer Behavior

Lecture ObjectivesA culture is a societys personality; it shapes our identities as individuals. Myths are stories that express a cultures values, and in modern times marketing messages convey these values.Many of our consumption activities including holiday observances, grooming, and gift giving are rituals. We describe products as either sacred or profane.

2What is Culture?Culture is the accumulation of shared meanings, rituals, norms, and traditionsCulture is a societys personality

3Understanding CultureConsumers are more likely to want products that resonate with a cultures priorities at any given time

Products can reflect underlying cultural processes of a particular period:

Cosmetics made of natural materials without animal testing

4Functional Areas in a Cultural SystemEcologySocial structureIdeology5Cultural DimensionsPowerDistanceUncertaintyAvoidanceMasculineversusFeminineIndividualismversusCollectivismWay members perceive differences in power when they form interpersonal relationshipsDegree to which people feel threatened by ambiguous situationsDegree to which sex roles are clearly delineatedExtent to which culture values the welfare of the individual versus that of the group6Norms in CultureEnacted norms are specifically decided on

Crescive norms are discovered as we interactCustoms: norms handed down from the past that control basic behaviorMores: custom with a strong moral overtoneConventions: norms regarding the conduct of everyday life7Cultural Stories & MythsEvery culture develops stories and ceremonies that help members make sense of the worldSuperstitious beliefsMagic remediesMyths are stories with symbolic elements that represent the shared emotions/ideals of a cultureStory characteristicsConflict between opposing forcesOutcome is moral guide for peopleMyth reduces anxiety by providing guidelines

8RitualsRituals are sets of multiple, symbolic behaviors that occur in a fixed sequence and that tend to be repeated periodicallyMany consumer activities are ritualisticEveryday trips to StarbucksSunday brunchHaving coffee with a colleague at the same time everyday

9Rituals and BrandsA Worldwide study of brands and their role in our rituals was conducted. The found that worldwide we tend to conduct the same rituals every day. 89% of people always use the same brands in their rituals. We all have everyday rituals that tend to be brand-specific. Think about the brands you use in your rituals of getting ready for work, checking e-mail, and so on. How do you feel when your favorite brands are not available?

Fortress brands are those that have become embedded in our ceremonies

Consider these rituals:

Getting ready for bedChecking e-mailShavingPutting on makeup

Ritual ArtifactsMany businesses benefit because they supply ritual artifacts to consumers

WeddingsBirthdaysGraduationsHolidays11Grooming Rituals / Gift-Giving RitualsTransition from private to public self

Transition from work self to leisure self

Natural state to social world

Consumers procure the perfect object, meticulously remove the price tag, carefully wrap it, then deliver it to recipient

Gift giving is a form of:Economic exchangeSymbolic exchangeSocial expression

Every culture prescribes certain occasions and ceremonies for giving gifts

Holiday RitualsHolidays are based on a myth with a character at center of storyChristmasSt. Patricks Day

Marketers find ways to encourage gift giving

Retailers elevate minor holidays to major ones to provide merchandising opportunities

13Rites of PassageRites of passage: special times marked by a change in social status

SeparationLiminalityAggregation14Sacred and Profane ConsumptionSacred consumption: involves objects and events that are set apart from normal activities that are treated with respect or awe

Profane consumption: involves consumer objects and events that are ordinary and not special

15Domains of Sacred ConsumptionSacred places: religious/mystical and country heritage, such as Stonehenge, Mecca, Ground Zero in New York CitySacred people: celebrities, royaltySacred events: athletic events, religious ceremonies

16DesacralizationDesacralization: when a sacred item/symbol is removed from its special place or is duplicated in mass quantities (becomes profane)

Souvenir reproductions (Statue of Liberty)17