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Chapter 16

Chapter 16. Cultural Influences on Consumer Behavior. Overall Priorities A Consumer Attaches to Different Activities and Products. Success or Failure of Specific Products and Services . Understanding Culture.

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Chapter 16

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  1. Chapter 16 Cultural Influences on Consumer Behavior

  2. Overall Priorities A Consumer Attaches to Different Activities and Products Success or Failure of Specific Products and Services Understanding Culture Culture is the Accumulation of Shared Meanings, Rituals, Norms, and Traditions Among the Members of an Organization or Society and Determines:

  3. Aspects of Culture A Cultural System Consists of 3 Functional Areas: Ecology Way a System is Adapted to Its Habitat Social Structure Way in Which Orderly Social Life is Maintained Ideology Way in Which People Relate to Their Environment and Social Groups

  4. Other Aspects of Culture Power Distance Although Every Culture is Different, 4 Dimensions Appear to Account for Much of This Variability. How Interpersonal Relationships Form When Power Differences Exist. Degree to Which People Feel Threatened by Ambiguous Situations. Degree to Which Sex Roles Are Clearly Delineated. Extent to Which the Welfare of the Individual Versus the Group is Valued. Uncertainty Avoidance Masculinity/ Femininity Individualism

  5. Values are Very General Ideas About Good and Bad Goals Values of a Culture Enacted Norms Explicitly Decided On Crescive Norms Embedded in Culture Customs Mores Conventions

  6. Myths A Myth is a Story Containing Symbolic Elements That Expresses the Shared Emotions and Ideals Of a Culture. Myths Serve 4 Interrelated Functions in a Culture: Metaphysical Cosmological Psychological Sociological

  7. Types of Ritual Experience Religious A Ritual is a Set of Multiple, Symbolic Behaviors That Occur in a Fixed Sequence and That Tend to Be Repeated Periodically. Rites of Passage Ritual Type Examples Baptism, Meditation, Mass Group Graduation, Marriage Festivals, Holidays Cultural Family Parades, Elections, Trials Civic Personal Business Negotiations Mealtimes, Birthdays Grooming, Household

  8. Gift - Giving Rituals The Gift - Giving Ritual Can Be Broken Down Into the Following Three Distinct Stages: Presentation Process of Gift Exchange Reformulation Bonds Between Parties Are Adjusted Gestation Giver is Motivated By An Event to Buy a Gift

  9. Thanksgiving Holiday Rituals What Rituals Are Associated With the Following Holidays? Valentine’s Day Secretaries’ Day Grandparents’ Day Christmas New Year’s Halloween

  10. Stage 1. Separation Detaching From the Original Group Rites of Passage Rites of Passage Can be Construed as Being Special Times Marked by a Change in Social Status. Stage 2. Liminality Person is In-Between Statuses Stage 3. Aggregation Person Reenters Society After Rite-of-Passage is Complete

  11. Sacred and Profane Consumption Profane Consumption Sacred Consumption • Involves Objects and Events That Are “Set Apart” From Normal Activities, and Are Treated With Some Degree of Respect or Awe. • Involves Consumer Objects and Events That Are Ordinary, Everyday Objects and Events That Do Not Share The “Specialness” of Sacred Ones.

  12. Sacred Places May have religious or mystical significance. Others are created from the profane world and given special sacred qualities (i.e. Disney World, or shopping malls) The home is a particularly scared place. Sacred People Memorabilia can take on special meaning, from baseball cards to clothing the special person has touched or worn. Domains of Sacred Consumption

  13. Sacred Events Many consumer’s activities (events) have taken on special status. Examples would include the Super Bowl, the Olympics, the World Series, even family vacations. Personal mementos from sacred events can include: Local products (i.e. wine from California). Pictorial images (i.e. post cards). “A piece of the event” such as a rock or seashell. Symbolic shorthand (i.e. a miniature Statue of Liberty). Markers (i.e. Hard Rock Cafe T-shirts). Domains of Sacred Consumption

  14. Some sacred things have become profane, and some profane things have become sacred. Desacralization occurs when a sacred item or symbol is removed from its special place or is duplicated in mass quantities, becoming profane as a result. Examples: Monuments, artwork, American flag, religion. Sacralization occurs when ordinary objects, events, and even people, take on sacred meaning to a culture or to specific groups within a culture. Examples: Super Bowl, or Elvis. Objectification occurs when sacred qualities are attributed to mundane objects. Collecting refers to the systematic acquisition of a particular object or set of objects. From Sacred to Profane, andBack Again

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