culture and cb

8/12/2019 Culture and CB

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Chapter 16

Cultural Influences on

Consumer Behavior


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Understand ing Cul ture

Cultureis the Accumulation of Shared Meanings,Rituals, Norms, and Traditions Among the

Members of an Organization or Society andDetermines:

Overal l Prior i t ies A Consumer A ttaches

to Different Act ivi t ies and Produ cts

Success or Fai lure of Speci f ic Produc ts

and Services


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16-3Aspects of Cul ture

Social Structure

Way in Which Orderly

Social Life isMaintained

Ecology

Way a System is

Adapted toIts Habitat

Ideology

Way in Which PeopleRelate to Their

Environment andSocial Groups

A Cultural System Consists of 3 Functional Areas:


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16-4Other Aspects of Cul ture

Although Every Culture is Different, 4 Dimensions

Appear to Account for Much of This Variability.

Power Distance

Uncertainty Avoidance

Masculinity/ Femininity

Individualism

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.


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16-5

Values o f a Cu ltu re

Values are Very General Ideas About Good and Bad Goals

Enacted Norms

Explicitly Decided On

Crescive Norms

Embedded in Culture

Customs

Mores

Conventions


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16-6Myths

Metaphysical

Psychological

Cosmological

Sociological

A Mythis a Story Containing Symbolic Elements That

Expresses the Shared Emotions and Ideals Of aCulture. Myths Serve 4 Interrelated Functions in aCulture:


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16-7Types o f Ritual Experience

A Ritualis a Set of Multiple, Symbolic Behaviors ThatOccur in a Fixed Sequence and That Tend to Be

Repeated Periodically.

Religious Baptism, Meditation, Mass

Rites of Passage

Festivals, Holidays

Parades, Elections, Trials

Graduation, Marriage

Ritual Type Examples

Group Business Negotiations

Family

Personal Grooming, Household

Mealtimes, Birthdays

Cultural

Civic


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16-8Gift - Giving Rituals

TheGift - Giving Ritual Can Be Broken DownInto the Following Three Distinct Stages:

GestationGiver is

Motivated By

An Event toBu y a Gift

PresentationProcess of

Gift

Exchange

ReformulationBonds

Between

Parties AreAdjus ted


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16-9Hol iday Rituals

Thanksgiving

Valentines Day

Secretaries Day

Grandparents Day

Christmas

New Years

Halloween

What Rituals Are Associated With the Following

Holidays?


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16-10Rites o f Passage

Stage 1. SeparationDetaching From the Original Group

Stage 2. LiminalityPerson is In-Between Statuses

Stage 3. AggregationPerson Reenters Society After

Rite-of-Passage is Complete

Rites of Passage Can be Construed as Being SpecialTimes Marked by a Change in Social Status.


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Sacred and Profane

Consumpt ion

SacredConsumption

ProfaneConsumption

> Involves Objects andEvents That Are Set

Apart From NormalActivities, and AreTreated With SomeDegree of Respect orAwe.

> Involves ConsumerObjects and EventsThat Are Ordinary,Everyday Objectsand Events That DoNot Share TheSpecialness ofSacred Ones.


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Domains of Sacred

Consumpt ion

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 hastouched or worn.


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16-13Domains of Sacred

Consumpt ion

Sacred Events

Many consumers activities (events) have takenon special status.

Examples would include the Super Bowl, theOlympics, the World Series, even family vacations.

Personal mementos from sacred events caninclude:

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 ofLiberty).

Markers (i.e. Hard Rock Cafe T-shirts).


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16-14From Sacred to Profane, and

Back Again

Some sacred things have become profane, andsome profane things have become sacred.

Desacralizationoccurs when a sacred item or symbolis removed from its special place or is duplicated inmass 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.

Objectificationoccurs when sacred qualities are attributedto mundane objects.

Collectingrefers to the systematic acquisition of a particular

object or set of objects.

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