1. For Penney’s heralded
boss, the shine is off of
the Apple-WSJ
1

2. For Penney’s heralded boss, the shine
is off of the Apple-WSJ
• Summarize Article
• JC Penny’s 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 Slide

5. A Theoretical Model of Culture’s Influence
on Behavior - Figure 11.2
5Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

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 Slide

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 Slide

8. Culture Is Learned
• Enculturation and
acculturation
• Language and
symbols
• Ritual
• Sharing of culture
• Enculturation
– The learning of one’s
own culture
• Acculturation
– The learning of a new or
foreign culture
Issues
8Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

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 Slide

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 Slide

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 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
11Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

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 Slide

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 Slide

14. The Measurement of Culture
• Content Analysis
• Consumer Fieldwork
• Value Measurement
Instruments
14Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

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 Slide

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 Slide

17. Value Measurement Survey Instruments
17Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

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 Slide

19. American Core Values
19Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

20. Chapter 11
Questions?
20

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