ch12_The Influence of Culture on Consumer Behavior.pptVIP

Chapter 12 The Influence of Culture on Consumer Behavior Culture Forms of Cultural Learning Issues in Culture Enculturation and acculturation Language and symbols Ritual Sharing of Culture Figure 12.2 Ad Using Visual Imagery as a Symbol Figure 12.3 Weeknights are Rich with Ritual Culture and Advertising Is it the role of advertising to socialize readers on how to dress, decorate their homes, choose wines and food for parties, etc? Vanity Fair Martha Stewart Living Wine Spectator The Measurement of Culture Content Analysis Consumer Fieldwork Value Measurement Instruments Characteristics of Field Observation Takes place within a natural environment Performed sometimes without the subject’s awareness Focuses on observation of behavior 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 American Core Values Achievement and success Activity Efficiency and practicality Progress Material comfort Individualism Freedom External conformity Humanitarianism Youthfulness Fitness and health Criteria for Value Selection The value must be pervasive. The value must be enduring. The value must be consumer-related. Figure 12.4 An Achievement-Success Appeal Figure 12.5 Ad Stressing Saving Time and Money Figure 12.6 Progress is a Winning Appeal Figure 12.7 Ad Featuring the Freedom of Choice Figure 12.8 Fighting the Signs of Aging Figure 12.9 “You Are What You Eat” * 12-* Consumer Behavior,Eighth EditionSCHIFFMAN KANUK Culture The sum total of learned beliefs, values, and customs t