Topic 5 - Culture

3
Cultural Influences
CONSUMER BEHAVIOR
Buying, Having, and
Being
ELEVENTH EDITION
Michael R.
Solomon
Copyright 2015 Pearson Education
3-1
What is Culture?
A culture is a societys personality; it

shapes our identities as individuals.
Culture is the accumulation of shared

meanings, values, ethics, rituals, norms,
and traditions.
3-2
Functional Areas in a Cultural System
Ecology
Social structure
Ideology
3-3
Cultural Values
Our deeply held

cultural values
dictate the types of
products and
services we seek
out or avoid.
3-4
Value Concepts
Value systems Crescive norms

Core values
Custom
Enculturation
More
Acculturation
Conventions
3-5
How do Values link to Consumer

Behavior?
Cultural values
Consumption-specific values
Product-specific values
Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall
2-6
Table 3.1 Terminal & Instrumental Values
3-7
Culture Production System
A culture production system is the set of

individuals and organizations that create
and market a cultural product
It has three major subsystems

Creative
Managerial
Communications
3-8
Figure 3.2 Culture Production Process
3-9
High Culture and Popular Culture
An art product is an object we admire for

its beauty and our emotional response
(the feeling) high culture
A craft product is admired because of the

beauty with which it forms a function
Popular culture
3-10
Cultural Formula
A cultural
formula is a
story with
events that
may be in
sequence.
3-11
Reality Engineering
Many modern marketers are reality

engineers.
3-12
Product Placement
and Branded Entertainment
Insertion of specific products and use of

brand names in movie/TV scripts
Directors incorporate branded props for

realism
Branded Entertainment - sometimes

because the brands may sponsor the
program (like American Idol).
3-13
Cultural Stories and Ceremonies
Every culture
develops stories
and ceremonies
that help its
members to make
sense of the world.
3-14
Myths
Myths are stories with symbolic elements

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
3-15
Myths Abound in Modern Popular Culture
Myths are often found in comic books,

movies, holidays, and commercials
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
3-16
Rituals
Rituals are sets of multiple, symbolic

behaviors that occur in a fixed sequence
and that tend to be repeated periodically
Many of our consumption activities

including holiday observances,
grooming, and gift giving are rituals.
Many consumer activities are ritualistic

Sunday brunch
3-17
Common Rituals
Grooming
Gift-giving
Holiday
Rites of passage
3-18
Sacred and Profane Consumption
Sacred 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
3-19
Sacralization
Sacralization occurs when ordinary

objects, events, and even people take on
sacred meaning
Objectification occurs when we attribute

sacred qualities to mundane items,
through processes like contamination
Collecting is the systematic acquisition of

a particular object or set of objects
3-20
Domains of Sacred Consumption
Sacred places: religious/mystical and

country heritage, such as Mecca, Ground
Zero in New York City
Sacred people: celebrities, royalty

Sacred events: athletic events, religious
ceremonies
3-21
Desacralization
Desacralization: when a sacred

item/symbol is removed from its special
place or is duplicated in mass quantities
(becomes profane)
Religion has somewhat become

desacralized
Christmas and Ramadan as secular,
materialistic occasions
3-22
Global Consumer Culture Approach
Products that succeed in one culture may

fail in another if marketers fail to
understand the differences among
consumers in each place.
3-23
Taking a Global Approach
Should marketers use a standardized

strategy around the world or adopt a
localized strategy?
3-24
Consumer Style
A pattern of behaviors, attitudes, and

opinions that influences all of a persons
consumption activities.
Four major clusters:

Price-sensitive consumers
Variety seekers
Brand-loyal consumers
Information seekers
2-25
Hofstede Dimensions of National Culture
Power distance
Individualism
Masculinity
Uncertainty avoidance
Long-term orientation
Indulgence versus restraint
3-26
Subcultures
Religious Islamic Marketing

Age
Youth/Teen Market
Mature Market
Senior Market
2-27
The Youth Market
Youth market often represents rebellion

$100 billion in spending power
10-28
Teen Values, Conflicts, and Desires
Four basic conflicts common among all

teens:
Autonomy versus belonging
Rebellion versus conformity
Idealism versus pragmatism
Narcissism versus intimacy
10-29
The Mature Market
Consumers born between 1946 and 1965

Active and physically fit
Currently in peak earning years
Food, apparel, and retirement
programs
Midlife crisis products
10-30
Overwhelmed and Unfortunate
average age, 62; average income, $45,000US

some negative life experiences with health,
fitness, education and finance
overwhelmed with financial, family

responsibilities--children, grandparents living at
home
they want to avoid more responsibility

unsatisfied with accomplishments.
2-31
Active and Successful
average age, 53; average income, $72,000 US

Excellent health, income.
Enjoy challenge, novelty, change.
Involve, feel young; want to be attractive and stand out
Fashion conscious, well-dressed.
High % of online users within this group than within the
general population.
May own a business or have career different from one

they started with
2-32
Positive and Responsible

Feel responsible to make the world a better
place.
Volunteer more than any other cluster.

Think of others ahead of self.
Value time more than money.
Healthy, active, price-conscious.
2-33
Regular Folks

Outdoor active; Fishers, campers, bowlers.
Do-it-yourselfers - enjoy home improvement, car
maintenance.
Positive family background, career and financial

experiences.
More interest in having financial security than

appearing young; not fashion-conscious.
2-34
Fortunate and Ready

Planned and worked for financial independence
and retirement; looking forward to it.
Emotionally secure, not in denial about their

age.
Best educated, highest-income group. Goals

include personal development, devoting time to
charity.
2-35
Alone and Ill
average age, 71; average income,

$47,000US
Poor diet and exercise; poor health; lowest

income;
fearful of becoming a burden; most likely

to have or need at-home assistance for
medical/health reasons.
2-36
Senior Market
Seniors continue to increase in

importance as a market segment.
10-37
Perceived Age:
Youre Only as Old as You Feel
Age is more a state of mind than of body.

Perceived age: how old a person feels as
opposed to his or her chronological age
Feel-age
Look-age
The older we get, the younger we feel

relative to actual age
10-38
Values of Older Adults
Autonomy: want to be selfsufficient
Connectedness: value
bonds with friends and
family
Altruism: want to give

something back to the
world
10-39

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3

A culture is a societys personality; it

Culture is the accumulation of shared

Copyright 2015 Pearson Education

Functional Areas in a Cultural System

Copyright 2015 Pearson Education

Our deeply held

Copyright 2015 Pearson Education

Value systems Crescive norms

Copyright 2015 Pearson Education

How do Values link to Consumer

Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall

Table 3.1 Terminal & Instrumental Values

Copyright 2015 Pearson Education

Culture Production System

A culture production system is the set of

It has three major subsystems

Figure 3.2 Culture Production Process

Copyright 2015 Pearson Education

High Culture and Popular Culture

An art product is an object we admire for

A craft product is admired because of the

Copyright 2015 Pearson Education

Copyright 2015 Pearson Education

Many modern marketers are reality

Copyright 2015 Pearson Education

Insertion of specific products and use of

Directors incorporate branded props for

Branded Entertainment - sometimes

Copyright 2015 Pearson Education

Cultural Stories and Ceremonies

Copyright 2015 Pearson Education

Myths are stories with symbolic elements

Myths Abound in Modern Popular Culture

Myths are often found in comic books,

Monomyths: a myth that is common to

Many movies/commercials present

Rituals are sets of multiple, symbolic

Many of our consumption activities

Many consumer activities are ritualistic

Copyright 2015 Pearson Education

Sacred and Profane Consumption

Copyright 2015 Pearson Education

involves objects and

Sacralization occurs when ordinary

Objectification occurs when we attribute

Collecting is the systematic acquisition of

Domains of Sacred Consumption

Sacred places: religious/mystical and

Sacred people: celebrities, royalty

Copyright 2015 Pearson Education

Desacralization: when a sacred

Religion has somewhat become

Global Consumer Culture Approach

Products that succeed in one culture may

Copyright 2015 Pearson Education

Taking a Global Approach

Should marketers use a standardized

Copyright 2015 Pearson Education

A pattern of behaviors, attitudes, and

Four major clusters:

Hofstede Dimensions of National Culture

Copyright 2015 Pearson Education

Religious Islamic Marketing