consumer behavior chap 3
concept of culture
-The accumulation of shared meanings, rituals, norms, and traditions among the members of an organization or society. -A society's personality -Culture is pervasive and influences all consumer behaviors
debate for standardized vs local strategy: standardized side
-proponents of standardized marketing strategy argue many cultures are so homogenized that the same approach will work throughout the world -this represents an ETIC PERSPECTIVE: focuses on commonalities across cultures -this approach is objective and analytical (explain culture as outsiders see it)
sacred events
-public events resemble sacred, religious ceremonies -ex: athletic events -athletes are central figures in common cultural myth known as hero tale -another aspect of sacred experience = tourism --> souvenir market
Levi-Strauss
-said when we analyze myths, we examine their underlying structures -said main stories involve binary opposition
debate for standardized vs local strategy: localized side
-supporters of localized strategy argue importance of tailoring marketing to individual cultures -their view = EMIC PERSPECTIVE: stresses variations across cultures -each culture is unique with own value system, conventions, regulations -each country has a national character (distinctive set of behavior and personality characteristics) -approach is subjective and experiential (explain culture as insiders see it)
sacred people
-we idolize sacred people as we set them apart from masses, and sometimes people believe these people have superhuman abilities
holiday rituals
1. christmas- north pole, santa, mistletoe 2. halloween - pagan religious ceremony, rituals involve non family members -celebrates evil and death -considered an ANTIFESTIVAL: event that distorts symbols we associate with other holidays 3. valentine's day: express feelings we normally hide, show affection/exchange cards, go out, etc
culture production system has 3 major subsystems:
1. creative subsystem: to generate new symbols and products 2. managerial subsystem: to select, make tangible, produce, and manage distribution of new symbols and products 3. communications subsystem: give meaning to new product and provide it with symbolic set of attributes
a cultural system consists of these functional areas;
1. ecology: the way a system adapts to its habitat -the technology a culture uses to obtain and distribute resources shapes its ecology 2. social structure: the way people maintain an orderly social life -this includes domestic and political groups that dominate culture 3. ideology: mental characteristics of a people and the way they relate to their environment and social groups -they share a common world view that includes ideas about principles of order and fairness -also share ethos: set of moral and aesthetic principles
gift giving ritual has 3 stages:
1. gestation: giver procures item to mark some event -event may be structural (prescribed by culture, like christmas gifts) or emergent (decision is personal) 2. presentation: process of gift exchange -recipient responds to gift and donor evaluates response 3. reformulation: gifter and receiver redefine bond between them to reflect new relation -donor may find response to gift violation of reciprocity norm (obliges people to return the gesture of a gift with one of equal value)
global consumers identify 4 major segments of global brands:
1. global citizens: largest segment uses global success of co. as signal of quality and innovation, concerned with consumer health, environment, etc 2. global dreamers: second largest segment consists of consumers who see global brands as quality products and buy into myths they author, not as concerned about social responsibility 3. antiglobals: skeptical that transnational companies deliver higher quality goods, dislike brands that preach american values 4. global agnostics: don't base purchase decisions on a brand's global attributes but instead evaluate global product by same criteria they use to judge local brands
myths serve 4 interrelated functions in culture:
1. metaphysical: help to explain the origins of existence 2. cosmological: emphasize that all components of universe are part of a single picture 3. sociological: maintain social order bc they authorize social code for members of a culture to follow 4. psychological: they provide models for personal conduct
ritual categories
1. preparing for battle: getting ready for work -brushing teeth, checking email, shaving, makeup
the rokeach value survey
Rokeach identified set of terminal values (desired end states) that apply to many dif cultures -this value survey also includes set of instrumental values (actions we need to take to achieve these terminal values) -we don't really use this survey bc our society is evolving into smaller sets of consumption micro cultures within larger culture, each with its own set of core values
value system
a country's / individual's set of rankings constitute's a culture's value system
culture
a society's personality -includes abstract ideas like values as well as materials objects and services like cars, clothing, food -its the accumulation of shared meanings, rituals, norms, and traditions among members of organization or society -the lens thru which people view products -culture is constantly evolving
plinking
act of embedding a product or service link in a video -youtube
the means-end chain model
assumes people link very specific product attributes indirectly to terminal values: we choose among alternative means to attain some end state that we value -LADDERING: uncovers consumers' associations between specific attributes and these general consequences -they help consumers climb up the ladder of abstraction that connects functional product attributes with desires end states -they then create HIERARCHICAL VALUE MAPS showing how specific product attributes get linked to end states
value
belief that some condition is preferable to its opposite -ex: prefer freedom to slavery -2 people can believe in and exhibit same behaviors but their underlying belief systems may be diff
grooming rituals
ceremonies that help us transition from our private self to our public self -help inspire confidence before we face the world -before and after phenomenon -express 2 kinds of binary opposition: private/public and work/leisure
mass culture
churns out products for mass market -they aim to please average taste of undifferentiated audience -the are predictable bc they follow a well-defined pattern -many popular art forms follow cultural formula
syndicated surveys
companies track changes in values thru large scale surveys -they sell results to marketers
CPS
culture production system: set of individuals and organizations that create and market a cultural product -structure of CPS determines types of products it creates -factors like number and diversity of competing systems and amount of innovation vs conformity each influence selection of products from which we choose at any point
profane consumption
describes objects and events that are ordinary or everyday, they don't share the specialness of sacred ones
cultural formula
familiar roles and props occur consistently -ex: in a western, we expect people to use horse to get around
cultural stories and ceremonies
help members make sense of the world -primitive belief systems influence our "modern" rational society explained by our fascination with magic
hero tale
in these stories, play must prove himself under strenuous circumstances and he achieves victory thru sheer force of will
product placement
inception of real product in fictional movies, TV shows, books, plays -many products play roles in our culture -most visible brands = coke, nike, etc -need to make sure they fit with plot, not out of place
examples of instrumental and terminal values
instrumental: ambitious, broad minded, capable, cheerful, clean terminal: a comfortable life, an exciting life, a sense of accomplishment, a world of peace
the movement of meaning
instruments of movement: 1. advertising and fashion systems 2. consumption rituals destinations of movement: 1. cultural values and symbols --> 2. consumer good --> 3. individual consumer
ritual artifacts
items that we need to perform rituals, such as wedding rice, birthday candles, diplomas specialized foods, trophies, etc -we follow a RITUAL SCRIPT to identify artifacts we need, sequence in which we should use them, and who uses them
fortress brands
items we use to perform our rituals -ince they become embedded in our ceremonies, we're unlikely to replace them -people world wide practice the same consumer rituals
cultural gatekeepers
judged or tastemakers that have a say in the products we consider -they filter overflow of info as it travels down funnel -they include reviewers, interior designers, retail buyers, etc --> we call this set of agents = throughput sector
List of Values (LOV)
list of values scale: isolates values with more direct marketing applications -this instrument identifies 9 consumer segments based on values members endorse and relates each value to diffs in consumption behavior -these segments include consumers who place priorities on such values as a sense of belonging, excitement, etc -ex: those who endorse sense of belonging value are older, more likely to read Reader's Digest
does global marketing work?
not really -but some corps have crafted single international image that was successful (coke cola) -for this to be successful, must locate consumers in diff countries that hold similar worldview -people who fall into this category: 1, affluent people who are global citizens and come into contact with ideas from around the world thru their travels, business contacts, etc 2. young people whose tastes in music and fashion are influenced by media that broadcast same images in other countries
art product
object we admire strictly for its beauty or because it inspires an emotional reaction in us -high culture
creolization
occurs when foreign influences integrate with local meanings -in india, handicapped beggars sell coke from tricycles -indipop mixes traditional styles with rock, rap, reggae
reality engineering
occurs when marketers appropriate elements of popular culture and use them as promotional vehicles -"new vintage" -ex: GEICO caveman - so easy a caveman can do it
sacralization
occurs when ordinary objects, events, and even people take on sacred meaning -many consumers regard events like super bowl and people like elvis as sacred
objectification
occurs when we attribute sacred qualities to mundane items -one way this process occurs is thru contamination: whereby objects we associate with sacred events or people become sacred in their own right -this explains fans' desires for items that belonged to famous people -we often set apart mundane things in collections: when we do we transform them from profane to sacred items -item is sacralized as soon as it enters a collection
desacralization
occurs when we remove a sacred item or symbol from its place or duplicate it in mass quantities so that it loses its specialness and becomes profane -ex: religion has become desacralized
sacred consumption
occurs when we set apart objects and events from normal activities and treat them with respect or awe
Hofstede Dimensions of National Culture
one of most popular measures of cross cultural values -this measure scores a country in terms of its standing on 6 dimensions so that users can compare and contrast values 1. power distance: extent to which less powerful members of organization accept that power is distributed unequally 2. individualism: degree to which individuals are integrated into groups 3. masculinity: distribution of roles between genders 4. uncertainty avoidance: society's tolerance for uncertainty and ambiguity 5. long term orientation: values associated with LT are thrift and perseverance; values associated with ST are respect for tradition, fulfilling social obligations, etc 6. indulgence vs restraint: extent to which a society allows free gratification of basic and natural human drives related enjoying life and having fun
advergaming
online games merge with interactive advertisements that let companies target specific types of consumers -these placements can be short exposures like billboards or can be branded entertainment -allows advertisers to get viewers' attention for longer time (5-7 min) -players are stimulated and focused when play games -marketers tailor nature of game to diff users -can track usage and conduct marketing research
socialization agents
parents, family, friends, teachers, etc and media -impart these acculturation and enculturation beliefs to us
consumer style
pattern of behaviors, attitudes, and opinions that influences all of a person's consumption activities -4 clusters of consumer styles: price sensitive consumers, variety seekers, brand loyal consumers, info seekers
cooptation
process in which outsiders transform cultural products' original meanings -ex: suburban kids getting into urban music and fashion scene --> hip hop reproduced for mass consumption -the countercultures that originate these movements try to reclaim their symbols
acculturation
process of learning the value system and behaviors of another culture
collecting
refers to systematic acquisition of particular object or set of objects -involves rational and emotional components -collectors acquire their prizes to gratify their materialism in a socially acceptable manner
hoarding
reflects a reluctance to discard used objects
binary opposition
represents 2 opposing ends of some dimension -mediating figure resolves the conflict between mythical opposing forces --> this links the opposites as it shares characteristics of both
rites of passage
rituals we perform to mark a change in social status -consists of 3 stages: 1. separation: detach from original group or status 2. liminality: limbo between 2 stages 3. aggregation: returns to society with new status
ritual
set of multiple, symbolic behaviors that occurs in a fixed sequence and is repeated periodically -ex: campus ritual at MIT where students haul a steer into a dorm courtyard
sacred places
society sets apart sacred places bc they have religious or mystical significance or bc they commemorate some aspect of country's heritage -contamination makes these places sacred -home is a sacred place
myths
stories with symbolic elements that represent a culture's ideals -story often focuses on some conflict between 2 opposing forces and outcome serves as moral guide for listeners -myth reduces anxiety bc it provides consumers with guidelines about their world -ex: little red riding hood
crescive norms
subtle norms we discover when we interact with others -types of crescive norms: 1. custom: norm that controls basic behaviors 2. more: custom with strong moral overtone -involves taboo (forbidden behavior) -violation of a more results in strong sanctions 3. conventions: norms that regulate how we conduct our everyday lives -deal with subtleties of consumer behavior, like "correct" way to furnish house
enculturation
the process of learning the bleeds and behaviors endorsed by one's own culture
core values
uniquely define a culture -core values such as freedom, youthfulness, achievement, materialism characterize American culture
global consumer culture
unites people around the world by their common devotion to brand name consumer goods, movie stars, celebs, and leisure activities -even during global recession, sales of luxury goods remain healthy -people began to share ideal of a material lifestyle and value well known brands symbolizing prosperity
how do values link to consumer behavior?
values haven't helped us understand consumer behavior as much as expected -this is bc broad based concepts like freedom, security more likely to affect general purchasing patterns than to differentiate between brands within product category -some researchers distinguish between broad based CULTURAL VALUES like security, CONSUMPTION SPECIFIC VALUES like convenient shopping, and PRODUCT SPECIFIC VALUES such as ease of use
craft product
we admire it bc of the beauty with which hit perform some function -tends to follow a formula that permits rapid production -low culture
gift giving rituals
we procure the perfect object, meticulously remove the price tag, carefully wrap the object and deliver it to recipient -reciprocity = if you do something, you reciprocate it back -gift giving rituals = form of economic exchange -also involves symbolic exchange -gift giving evolves as form of social expression (exchange oriented in early stages but more altruistic as relationship develops) -ex: birthday gift ritual
cultural selection
winnowing- out process in which we when we select alternatives over others, our choice actually is a culmination of complex filtration process resembling a funnel -many possibilities initially compete for adoption, but most of them drop out of mix as they make their way down the path from conception to consumption
Cultural Variability: Hofstede
• Cultures differ in large part due to 4 variables: • Power Distance • Uncertainty Avoidance • Masculinity/Femininity --> • Individualism • Collectivist Cultures --> • Individualist Cultures
Types of Gifts
• Gifts provoked by specific conditions: • Structural occasions • Emergent occasions 1. Initiate a relationship 2. Repair a relationship 3. Deepen a relationship • Obligatory or voluntary • Altruistic or self-serving
Gift Giving
• Gifts: ritualized offerings that frequently represent connections to other people, important part of many holiday rituals • 10% of retail purchases are given as gifts
Learning Norms
• Norms are rules or prescriptions for behavior • Rules dictating what is right or wrong, acceptable or unacceptable. • Have you experienced culture shock?
Self-gifts
• Personal and symbolic • Two types of experiences: • Reward • Therapeutic • Self-gift behavior is influenced by age, gender, materialism • May be based on culture: belief that consumption is the pursuit to happiness
BBDO: 5 Common Global Rituals
• Preparing for battle • Feasting • Sexing up • Returning to camp • Protecting yourself for the future
ritual
• Ritual: A set of multiple, symbolic behaviors that occur in a fixed sequence and that tend to be repeated periodically. • Ritual Artifacts
