Bài giảng Hành vi người tiêu dùng - Chương 11: Cultural influences on consumer behavior - Bùi Thị Phương Hoa
Chapter 11
Cultural Influences on
Consumer Behavior
CONSUMER
BEHAVIOR, 8e
Michael Solomon
Understanding Culture
• Culture: the accumulation of shared meanings,
rituals, norms, and traditions among members
• Culture is the lens through which we view products
• One‟s culture determines product priorities and
mandates a product‟s success/failure
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Discussion
• If your culture were a person, how would you
describe its personality traits?
• Now, select another culture you’re familiar with. How
would those personality traits differ from your own?
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Understanding Culture (cont.)
• Products can reflect underlying cultural processes
of a particular period:
• The TV dinner for the United States
• Cosmetics made of natural materials without animal
testing
• Pastel carrying cases for condoms
• Cultural system function areas:
• Ecology: the way a system adapts to its habitat
• Social structure: the way in which social life is
maintained
• Ideology: mental characteristics of a people and the
way in which they relate to each other
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Understanding Culture (cont.)
Power
Distance
Way members perceive differences in power
when they form interpersonal relationships
Uncertainty
Avoidance
Degree to which people feel threatened by
ambiguous situations
Masculine
versus
Degree to which sex roles are clearly delineated
Feminine
Individualism
versus
Collectivism
Extent to which culture values the welfare of the
individual versus that of the group
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Understanding Culture (cont.)
Norms: rules dictating what is right or wrong
• Enacted norms: explicitly decided on (e.g., green
light equals “go”)
• Crescive norms: embedded in a culture and
include:
• Customs: norms handed down from the past that
control basic behavior
• Mores: custom with a strong moral overtone
• Conventions: norms regarding the conduct of
everyday life
• All three crescive norms combine to define a
culturally appropriate behavior
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Discussion
• When you go out on a first date, identify the set of
crescive norms that are operating.
• Describe specific behaviors each person performs
that make it clear he or she is on a first date.
• What products and services are affected by these
norms?
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Myths and Rituals
• Every culture develops
practices that help members
make sense of the world
• Other cultures‟ myths/rituals
can seem bizarre
• “Magical” products and interest
in occult tend to be popular
when members of a society feel
overwhelmed and powerless
Click photo for
Luckysurf.com
• Example: Luckysurf.com free
lottery site
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Myths
Myth: a story containing symbolic elements that
represent the shared emotions/ideals of a culture
• Conflict between opposing forces
• Outcome is moral guide for people
• Reduces anxiety
Marketers create own myths:
• McDonald‟s golden arches = sanctuary to
Americans around the world
• Startup myths for Nike, Apple Computer
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Functions and Structure of Myths
• Myths serve four interrelated functions in a culture:
Help explain origins of existence
Metaphysical
Cosmological
Sociological
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
Psychological
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
• Consumer fairy tales: Disney weddings
• 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: 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
• “Pulling” the perfect pint of
Guinness
• College campus rituals
• Tailgating at football games
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Rituals (cont.)
• Businesses supply ritual
artifacts (items needed to
perform rituals) to consumers
• Wedding rice, birthday
candles, diplomas, online
gift registries
• Consumers often employ a
ritual script
Click photo for
Weddingchannel.com
• Graduation programs,
etiquette books
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Types of Ritual Experience
Primary Behavior
Source
Ritual Type
Examples
Cosmology
Religious
Baptism, meditation
Cultural Values
Rites of passage
Cultural
Graduation, holidays, Super
Bowl
Group Learning
Civic
Parades, elections
Group
Fraternity initiation, office
luncheons
Family
Mealtimes, bedtimes, Christmas
Grooming, household rituals
Individual Aims and
Emotions
Personal
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Table 16.1
Grooming Rituals
All consumers have private
grooming rituals
• Aid transition from private to
public self (or back again)
• Inspires confidence, cleanses
body of dirt
• Before-and-after phenomenon
Private/public and work/leisure
personal rituals
• Beauty rituals reflect
transformation from natural state
to social world or vice versa
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Gift-Giving Rituals
• Gift-giving ritual: consumers procure the perfect
object, meticulously remove 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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Gift-Giving Rituals (cont.)
• Stages of gift-giving ritual
• Gestation: giver is motivated by an event to
procure 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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Gift-Giving Rituals (cont.)
• Japanese gift-giving rituals
• Symbolic meaning of gift:
duty to others in social group
• Giri: giving is moral
imperative
• Kosai: reciprocal gift-giving
obligations to
relatives/friends
• Self-gifts
• Socially acceptable way to
reward ourselves
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Discussion
• Have you ever given yourself a gift?
• If so, why did you do it and how did you decide what
to get?
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Holiday Rituals
• Holidays are based on a myth with a character at
center of story
• Consumers perform rituals unique to those
occasions
• Marketers find ways to encourage gift giving
• Businesses invent new occasions to capitalize on
need for cards/ritual artifacts
• Secretaries‟ Day and Grandparents‟ Day
• Retailers elevate minor holidays to major ones to
provide merchandising opportunities
• Cinco de Mayo
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