文档介绍：Chapter 16 Cultural Influences on Consumer Behavior
Chapter 16
Cultural Influences on
Consumer Behavior
CONSUMER BEHAVIOR, 8e
Michael Solomon
Chapter Objectives
When you finish this chapter you should understand why:
A culture is a society’s personality; it shapes our identities as individuals1>.
Myths are stories that express a culture’s values, and in modern times marketing messages convey these values.
Many of our consumption activities including holiday observances, grooming, and gift giving are rituals.
We describe products as either sacred or profane, and it’s not unusual for some products to move back and forth between the two categories.
Understanding Culture
Culture: the accumulation of shared meanings, rituals, norms, and traditions among members
Culture is the lens through which we 5>view products
One’s culture determines product priorities and mandates a product’s ess/failure
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?
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
Understanding Culture (cont.)
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 versu