Chapter ppt 11 - copy
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The document discusses how culture influences consumer behavior, defining culture as the sum of learned beliefs, values, and customs that regulate behavior in a society. It examines how culture is learned through enculturation and acculturation, and shared through language, symbols, rituals, and various social institutions. The document also explores how marketers can understand and appeal to cultural influences by analyzing content, observing consumer behaviors, and measuring cultural values.
Chapter ppt 11 - copy
- 1. For Penneys heralded boss, the shine is off of the Apple-WSJ 1
- 2. For Penneys heralded boss, the shine is off of the Apple-WSJ Summarize Article JC Pennys current consumer position? Future position? Actions taken to change position. How were decisions made? Cultural Issues? Changes? Results? 2
- 3. Influence of Culture on Consumer Behavior CHAPTER ELEVEN
- 4. Culture The sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society. 4Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven 際際滷
- 5. A Theoretical Model of Cultures Influence on Behavior - Figure 11.2 5Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven 際際滷
- 6. The Invisible Hand of Culture Each individual perceives the world through his own cultural lens 66Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven 際際滷
- 7. Culture Satisfies Needs Order, Direction and Guidance Food and Clothing Needs vs. Luxury 77Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven 際際滷
- 8. Culture Is Learned Enculturation and acculturation Language and symbols Ritual Sharing of culture Enculturation The learning of ones own culture Acculturation The learning of a new or foreign culture Issues 8Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven 際際滷
- 9. 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 際際滷
- 10. 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 際際滷
- 11. 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 couples life together Graduation Pen, U.S. Savings Bond, card, wristwatch Valentines Day Candy, card, flowers New Years Eve Champagne, party, fancy dress 11Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven 際際滷
- 12. 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 際際滷
- 13. Culture is Dynamic Evolves because it fills needs Certain factors change culture Technology Population shifts Resource shortages Wars Changing values Customs from other countries Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 1313Chapter Eleven 際際滷
- 14. The Measurement of Culture Content Analysis Consumer Fieldwork Value Measurement Instruments 14Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven 際際滷
- 15. ContentContent 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 際際滷
- 16. 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 際際滷
- 17. Value Measurement Survey Instruments 17Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven 際際滷
- 18. American Core Values Criteria 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 際際滷
- 19. American Core Values 19Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven 際際滷
- 21. 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? 21