solomon cb09 ppt 15
TRANSCRIPT
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Chapter 15Cultural Influences
on Consumer Behavior
CONSUMER
BEHAVIOR, 9eMichael R. Solomon
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Chapter Objectives
When you finish this chapter, you shouldunderstand why:
A culture is a societys personality; it shapes
our identities as individuals. Myths are stories that express a cultures
values, and in modern times marketing
messages convey these values.
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Chapter Objectives (continued)
Many of our consumption activities includingholiday observances, grooming, and gift
giving are rituals.
We describe products as either sacred orprofane, and its not unusual for some
products to move back and forth between the
two categories.
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What is Culture?
Culture is the accumulation of sharedmeanings, rituals, norms, and traditions
Culture is a societys personality
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Discussion
If you r cul ture were a person, how wou ld youdesc r ibe its personal ity tra i ts?
Now, select another culture youre familiar
w ith. How would those personal ity tra itsd i f fer f rom your own?
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Understanding Culture
Products can reflect underlying culturalprocesses of a particular period:
The TV dinner for the United States
Cosmetics made of natural materialswithout animal testing
Pastel carrying cases for condoms
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Functional Areas in a Cultural System
Ecology
Social structure
Ideology
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Cultural Dimensions
Power
Distance
Uncertainty
Avoidance
Masculine
versus
Feminine
Individualism
versus
Collectivism
Way members perceive differences in power
when they form interpersonal relationships
Degree to which people feel threatened by
ambiguous situations
Degree to which sex roles are clearly delineated
Extent to which culture values the welfare of the
individual versus that of the group
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Norms in Culture
Enacted norms are specifically chosen
Crescive norms are discovered as we
interact
Customs: norms handed down from thepast that control basic behavior
Mores: custom with a strong moral
overtone
Conventions: norms regarding the
conduct of everyday life
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Discussion
When you go out on a f i rs t date, ident i fy theset of crescive norm s that are operat ing .
Desc r ibe speci f ic behaviors each person
perform s that make i t clear he or she is on afirst date.
What products and services are affected by
these norms?
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Cultural Stories
Every culture developsstories and ceremonies that
help members make sense
of the world
Lucky rabbits foot
Lucky numbers (e.g., 7)
Magic remedies
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Myths
Myths are stories with symbolic elementsthat 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
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Functions of Myths
Metaphysical
Cosmological
Sociological
Psychological
Help explain origins of existence
Emphasize that all components of the
universe are part of a single picture
Maintain social order by authorizing a
social code to be followed by members of a
culture
Provide models for personal conduct
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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
Gone With the Wind
E.T.: The Extraterrestrial
Star Trek
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Rituals
Rituals are sets of multiple,symbolic behaviors that
occur in a fixed sequence
and that tend to be repeated
periodically
Many consumer activities
are ritualistic
Trips to Starbucks
Sunday brunch
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Rituals and Brands
Fortress brands are those that have becomeembedded in our ceremonies
Consider these rituals:
Getting ready for bed
Checking e-mail
Shaving
Putting on makeup Do you use the same brands every time you
perform the ritual?
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Table 15.1 Types of Ritual Experience
Primary Behavior
Source
Ritual Type Examples
Cosmology Religious Baptism, meditation
Cultural Values Rites of passage
Cultural
Graduation, holidays, Super
BowlGroup Learning Civic Parades, elections
Group Fraternity initiation, office
luncheons
Family Mealtimes, bedtimes, Christmas
Individual Aims and
Emotions
Personal Grooming, household rituals
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Ritual Artifacts
Weddings
Birthdays
Graduations
Ball games
Awards ceremonies
Holidays
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Specific Ritual Types
Grooming rituals
Gift-giving rituals
Holiday rituals
Rites of passage
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Grooming Rituals
Transition from private to public self
Transition from work self to leisure self
Natural state to social world
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Gift-Giving Rituals
Consumers procure the perfect object,meticulously remove the price tag, carefully
wrap it, then deliver it to recipient
Gift giving is a form of: Economic exchange
Symbolic exchange
Social expression
Every culture prescribes certain occasions
and ceremonies for giving gifts
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Stages of the Gift-Giving Ritual
Gestation: giver is motivated by an event toprocure a gift
Structural event: prescribed by culture
(e.g., Christmas)
Emergent event: more personal
Presentation: process of gift exchange when
recipient responds to gift and donor
evaluates response
Reformulation: giver and receiver adjust the
bond between them
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Holiday Rituals
Holidays are based on a myth with acharacter at center of story
Christmas
St. Patricks Day Marketers find ways to encourage gift giving
Secretaries Day and Grandparents Day
Retailers elevate minor holidays to majorones to provide merchandising opportunities
Cinco de Mayo
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Rites of Passage
Rites of passage: special times marked by achange in social status
Separation
Liminality
Aggregation
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Discussion
Desc ribe the three stages of the ri te ofpassage asso ciated w i th graduat ing from
col lege.
Fraternity hazing is just a natural rite ofpassage that shou ld no t be prohib i ted by
universities. Do you agree?
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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 ordinaryand not special
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Sacralization
Sacralization occurs when ordinary objects,events, and even people take on sacred
meaning
Objectification occurs when we attributesacred qualities to mundane items, through
processes like contamination
Collecting is the systematic acquisition of a
particular object or set of objects
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Domains of Sacred Consumption
Sacred places: religious/mystical andcountry heritage, such as Stonehenge,
Mecca, Ground Zero in New York City
Sacred people: celebrities, royalty Sacred events: athletic events, religious
ceremonies
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Sacred Souvenir Icons
Local products (e.g., regional wine)
Pictorial images (e.g., postcards, photos)
Piece of the rock (e.g., seashells)
Literal representations (e.g., mini icons)
Markers (e.g., logo-oriented t-shirts)
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Desacralization
Desacralization: when a sacred item/symbolis removed from its special place or is
duplicated in mass quantities (becomes
profane)
Souvenir reproductions (Statue of Liberty)
Religion has somewhat become desacralized
Fashion jewelry
Christmas and Ramadan as secular,
materialistic occasions
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Chapter Summary
A culture is a societys personality.
Myths are stories that express a cultures
values.
Many of our consumption activities includerituals associated with holidays, grooming,
rites of passage, and other events.
Products may be sacred or profane andsome may shift between the two categories.