Chapter ppt 11 - copy

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.

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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

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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

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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

1616Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

Value Measurement Survey Instruments

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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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