The sum total of learned

beliefs, values, and

customs that serve to
Culture
regulate the consumer
behavior of members of
a particular society.

PRANJAL 12 - 1
 Culture Is Learned
Issues

• Enculturation and • Enculturation

acculturation – The learning of one’s
own culture
• Language and
• Acculturation
symbols – The learning of a
• Ritual new or foreign
• Sharing of culture culture

12 - 2
 This ad would
appeal to
those from
other countries
who are now
interested in
buying a
house in the
U.S.
The EU has
a Web site
for new
citizens.

12 - 4
The Movement of Cultural Meaning

12 - 5
 Culture Is Learned
Issues

• Enculturation and • Without a common

acculturation language shared
• Language and meaning could not exist
symbols • Marketers must choose
• Ritual appropriate symbols in
advertising
• Sharing of culture
• Marketers can use
“known” symbols for
associations 12 - 6
 This
Web site
explores
animals as
symbols for
advertising.

Copyright 2007 by Prentice Hall 12 - 7

 This ad uses
the symbol of
a magnet to
emphasize its
benefits.

PRANJAL
 Culture Is Learned
Issues

• Enculturation and • A ritual is a type of

acculturation symbolic activity
• Language and consisting of a series of
symbols steps
• Ritual • Rituals extend over the
human life cycle
• Sharing of culture
• Marketers realize that
rituals often involve
RIGE THOMAS products (artifacts) 12 - 9
 Selected Rituals and Associated
Artifacts
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
couple’s life together
Graduation Pen, U.S. Savings Bond, card, wristwatch
Valentine’s Day Candy, card, flowers
New Year’s Eve Champagne, party, fancy dress
Thanksgiving Prepare a turkey meal for family and friends

12 - 10
 Culture Is Learned

Issues
• To be a cultural
• Enculturation and
characteristic, a belief,
acculturation value, or practice must be
• Language and shared by a significant
symbols portion of the society
• Ritual • Culture is transferred
• Sharing of Culture through family, schools,
houses of worship, and
media
12 - 11
This ad uses
characters
well known
in the U.S.
culture.

RIGE THOMAS
The Measurement of Culture

• Content Analysis
• Consumer Fieldwork
• Value Measurement Instruments

SUDIP 12 - 13
 A method for
systematically analyzing
the content of verbal
and/or pictorial
Content
communication. The
Analysis
method is frequently
used to determine
prevailing social values
of a society.

12 - 14
 A cultural measurement
technique that takes
place within a natural
Field environment that
Observation focuses on observing
behavior (sometimes
without the subjects’
awareness).

12 - 15
 Characteristics of Field
Observation
• Takes place within a natural environment
• Performed sometimes without the
subject’s awareness
• Focuses on observation of behavior

12 - 16
 Researchers who
participate in the
Participant- environment that they
Observers are studying without
notifying those who
are being observed.

SUDIP 12 - 17
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

VIMLESH 12 - 18
 Table 12.5
Excerpt from the Rokeach Value Survey
TERMINAL VALUES INSTRMENTAL VALUES
A comfortable life Ambitious
An exciting life Broad-minded
A world at peace Capable
Equality Cheerful
Freedom Clean
Happiness Courageous
National security Forgiving
Pleasure Helpful
Salvation Honest
Social recognition Imaginative
True friendship Independent
Wisdom Intellectual

12 - 19
 This ad
references a
terminal
value.

VIMLESH
 American Core Values
• Achievement and • Individualism
success • Freedom
• Activity • External conformity
• Efficiency and • Humanitarianism
practicality • Youthfulness
• Progress • Fitness and health
• Material comfort

SUBHASIS
12 - 21
 Core Cultural Values in America
General Relevance to
Value Feature Consumer Behavior

People can Stimulates desire for new

Progress products that fulfill un-
improve satisfied needs; New
themselves; product acceptance
tomorrow should that claim to be “new”
or “improved”
be better
Fosters acceptance of
convenience and luxury
Material products that make life
more enjoyable
comfort “The good life”

12 - 22
 Core Cultural Values in America
General Relevance to
Value Feature Consumer Behavior

Success flows Acts as a justification for

Achievement acquisition of goods
from hard work
and success (“You deserve it”)
(work ethic)
Stimulates interest in
Keeping busy is products that save time
Activity and enhance leisure-
healthy & natural time

Efficiency and Admiration of things Stimulates purchase of

that solve problems
practicality (e.g., save time
products that function
well and save time
and effort)

12 - 23
 Core Cultural Values in America
General Relevance to
Value Feature Consumer Behavior

Being one’s self Stimulates acceptance of

Individualism (e.g., self-reliance, customized or unique
(responsibility?) self-interest, and products that enable a
self-esteem person to “express his
(Self-fulfillment) or her own personality”

Freedom of choice Fosters interest in wide

product lines and
Freedom differentiated products
(equality)

12 - 24
Toward a Shopping Culture
• Is shopping what we do to create value in
our lives?
• The younger generation is shopping more
• This has an effect on credit card debt

SUBHASIS
12 - 25