Chapter Objectives
3 Cultural Influences
society’s personality; personality; it 1. A culture is a society’s shapes our identities as individuals. 2. Our deeply held cultural values dictate the types of products and services we seek out or avoid. 3. We distinguish between high culture and low culture. 4. Many modern marketers are reality engineers.
CONSUMER BEHAVIOR, 11e Michael R. Solomon
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Chapter Objectives (Cont.)
Chapter Objectives (Cont.)
5. Myths are stories that express a culture’s
8. Products that succeed in one culture may
values, and in modern times t imes marketing messages convey these values. 6. Many of our consumption activities including holiday observances, grooming, and gift giving are rituals. 7. We describe products as either sacred or profane.
fail in another if marketers fail to understand the differences diff erences among consumers in each place. 9. Western (and particularly American) culture has a huge impact around the world, although people in other countries don’t necessarily ascribe the same meanings to products as we do.
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Learning Objective 1
What is Culture?
society’s personality; it • A culture is a society’s
• Culture is the accumulation of shared
shapes our identities as individuals.
meanings, rituals, norms, and traditions
• Culture is a society’s personality
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Understanding Understandin g Culture
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Functional Areas in a Cultural System
• Products can reflect underlying cultural processes of a particular period:
Ecology
• The TV dinner for the United States • Cosmetics made of natural materials
Social structure
without animal testing
Ideology
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For Reflection
Learning Objective 2
• If your culture were a person, how would
• Our deeply held
you describe its personality traits?
• Now, select another culture you’re familiar with. How would those personality traits differ from your own?
cultural values dictate the types of products and services we seek out or avoid.
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Value Concepts
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Table 3.1 Terminal & Instrumental Values
• Core values • Value systems • Enculturation • Acculturation
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Other Value Concepts
Learning Objective 3
• The List of Values (LOV) • The Means-End Chain Model • Syndicated Surveys of Values (e.g.,
• We distinguish between high and low culture.
VALS)
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Figure 3.1 The Movement of Meaning
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Figure 3.2 Culture Production Process
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Where Does Culture Come From?
Culture Production System
• Influence of inner-city teens • Hip-hop/black urban culture • Outsider heroes, anti-oppression
set of • A culture production system is the set individuals and organizations that create and market a cultural product
• It has three major subsystems • Creative • Managerial • Communications
messages, and alienation of blacks
• “Flavor” on the streets
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High Culture and Popular Culture
For Reflection
we admire for • An art product is an object we
• How have cultural values influenced the
its beauty and our emotional response
items that you feel have value?
• A craft product is admired because of the beauty with which it forms a function
• Mass culture creates products for a mass market
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Cultural Formula
Learning Objective 4
• This ad
• Many modern marketers are reality
follows the cultural formula of a horror movie poster.
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engineers.
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Product Placement and Branded Entertainment
Advergaming
• Insertion of specific products and use of
• Advergaming refers to online games
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merged with interactive advertisements
brand names in movie/TV scripts
gain many benefits with with • Advertisers gain
• Directors incorporate branded props for
advergames
realism
• Plinking is the act of embedding a product
• Is product placement a positive or
in a video
negative when it comes to consumer decision-making?
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Learning Objective 5
Myths
• Myths are stories
• Myths are stories with symbolic elements
that express a culture’s values, and in modern times marketing messages convey these values.
that represent the shared emotions/ideals of a culture
• Story characteristics • Conflict between opposing forces • Outcome is moral guide for people • Myth reduces anxiety by providing guidelines Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall
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Functions of Myths
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Myths Abound in Modern Popular Culture
• Myths are often found in comic books, movies, holidays, and commerc commercials ials
Metaphysical
Help explain origins of existence
Cosmological
Emphasize that all components of the universe are part of a single picture
Sociological
Maintain social order by authorizing a social code to be followed by members of a culture
Psychological
Provide models for personal conduct
• Monomyths: a myth that is common to many cultures (e.g., Spiderman and Superman)
• Many movies/commercials present characters and plot structures that follow mythic patterns
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For Reflection
Learning Objective 6
• Identify modern day myths that
• Many of our consumption activities
corporations create.
including holiday observances, grooming, and gift giving are rituals.
• How do they communicate these stories to consumers?
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Rituals
Common Rituals
• Rituals are sets of multiple, symbolic
• • • •
behaviors that occur in a fixed sequence and that tend to be repeated periodically
• Many consumer activities are ritualistic • Trips to Starbucks • Sunday brunch
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Grooming Gift-giving Holiday Rites of passage
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Gift-Giving Stages
For Reflection
• Gestation • Presentation • Reformulation
• Explain some of your own family holiday traditions. How do they affect af fect your behavior as consumers?
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Rites of Passage
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Learning Objective 8
• Products that succeed in one culture may Separation
fail in another if marketers fail to understand the differences diff erences among consumers in each place.
Liminality Aggregation
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Taking a Global Approach
Learning Objective 9
• Should marketers use a standardized
• Western (and particularly American)
strategy around the world or adopt a localized strategy?
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culture has a huge impact around the world, although people in other countries don’t necessarily ascribe the same meanings to products as we do.
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Hofstede Dimensions of National Culture
For Review
• • • • • •
society’s personality; personality; it 1. A culture is a society’s
Power distance
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shapes our identities as individuals. 2. Our deeply held cultural values dictate the types of products and services we seek out or avoid. 3. We distinguish between high culture and low culture. 4. Many modern marketers are reality engineers.
Individualism Masculinity Uncertainty avoidance Long-term orientation Indulgence versus restraint
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For Review
For Review
5. Myths are stories that express a culture’s
8. Products that succeed in one culture may
values, and in modern times t imes marketing messages convey these values.
fail in another if marketers fail to understand the differences diff erences among consumers in each place.
6. Many of our consumption activities including holiday observances, grooming, and gift giving are rituals.
7. We describe products as either sacred or profane. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall
9. Western culture has a huge impact around the world, although people in other countries don’t necessarily ascribe the same meanings to products as we do. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall
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