consumer behavior, ninth edition schiffman kanuk copyright 2007 by prentice hall chapter 12 the...

Consumer Behavior,Ninth Edition

Schiffman & Kanuk

Copyright 2007 by Prentice Hall

Chapter 12The Influence of Culture on

Consumer Behavior

12 - 2Copyright 2007 by Prentice Hall

Chapter Outline• What is Culture?• How Culture Is Learned• The Measurement of Culture• American Core Values

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Culture

The sum total of learned beliefs, values, and

customs that serve to regulate the consumer

behavior of members of a particular society.

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A Theoretical Model of Cultures’ Influence on Behavior

Figure 12-1

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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

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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

12 - 7Copyright 2007 by Prentice Hall

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)

12 - 8Copyright 2007 by Prentice Hall

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 mediaweblink

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Table 12.2 Selected Rituals and Associated Artifacts

SELECTED RITUALS TYPICAL ARTIFACTSWedding White gown (something old, something new,

something borrowed, something blue)

Birth of child U.S. Savings Bond, silver baby spoonBirthday Card, present, cake with candles50th Wedding anniversary Catered party, card and gift, display of photos of the

couple’s life togetherGraduation Pen, U.S. Savings Bond, card, wristwatchValentine’s Day Candy, card, flowersNew Year’s Eve Champagne, party, fancy dressThanksgiving Prepare a turkey meal for family and friends

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Content Content 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.

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Field Field ObservationObservation

A cultural measurement technique that takes

place within a natural environment that

focuses on observing behavior (sometimes without the subjects’

awareness).

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Characteristics of Field Observation

• Takes place within a natural environment• Performed sometimes without the

subject’s awareness• Focuses on observation of behavior

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Participant-Observers

Researchers who participate in the

environment that they are studying without notifying those who are being observed.

Consumer Behavior,Ninth Edition

Schiffman & Kanuk

Copyright 2007 by Prentice Hall

Chapter 16Consumer Decision Making

and Beyond

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Chapter Outline

• Levels of Consumer Decision Making• Models of Consumer Decision

Making• Consumer Gifting Behavior• Relationship Marketing

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Levels of Consumer Decision Making

• Extensive Problem Solving– A lot of information needed– Must establish a set of criteria for

evaluation• Limited Problem Solving

– Criteria for evaluation established– Fine tuning with additional information

• Routinized Response Behavior– Usually review what they already know

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Models of Consumers: Four Views of Consumer Decision Making

• An Economic View Rational Decision• A Passive View irrational & impulse

decision• A Cognitive View satisfactory decision

(solving problem decision)• An Emotional View fear joy

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The Process of Consumer Decision Making

• Need Recognition• Prepurchase Search• Evaluation of Alternatives

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Need Recognition• Usually occurs when consumer has a

“problem”• Need recognition styles

– Actual state– Desired state

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Prepurchase Search• Begins with internal search and then

moves to external search• The impact of the Internet• Search may be personal or impersonal

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Issues in Alternative Evaluation• Evoked set Familiar set of attributes• Criteria used for evaluating brands• Consumer decision rules and their

application• Decisions by functionally illiterate population• Going online for decision-making assistance• Lifestyles as a consumer decision strategy• Incomplete information • Series of decisions• Decision rules and marketing strategy

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The Evoked Set Figure 16-3

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Issues in Alternative Evaluation• Evoked Set• Criteria used for evaluating brands• Consumer decision rules and their

application• Decisions by functionally illiterate population• Going online for decision-making assistance• Lifestyles as a consumer decision strategy• Incomplete information • Series of decisions• Decision rules and marketing strategy

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Consumer Decision Rules• Compensatory• Noncompensatory

– Conjunctive Decision Rule– Disjunctive Decision Rule– Lexicographic Rule

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Compensatory Decision Rules

A type of decision rule in which a

consumer evaluates each brand in terms

of each relevant attribute and then selects the brand with the highest weighted score.

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Non-compensatory

Decision Rules

A type of consumer decision rule by which positive

evaluation of a brand attribute does not compensate for a

negative evaluation of the same brand on

some other attribute.

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Conjunctive Decision

Rule

A noncompensatory decision rule in which consumers establish a minimally acceptable cutoff point for each attribute evaluated.

Brands that fall below the cutoff point on any one attribute are eliminated

from further consideration.I select camera that had no bad attribute

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Disjunctive Rule

A noncompensatory decision rule in which consumers establish a minimally acceptable cutoff point for each

relevant product attribute.

I picked the camera that at least excelled in one

attribute

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Lexicographic Rule

A noncompensatory decision rule -

consumers first rank product attributes in

terms of importance, then compare brands

in terms of the attribute considered most important. I

looked at the feature that most important

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Affect Referral Decision

Rule

A simplified decision rule by which consumers

make a product choice on the basis of their

previously established overall ratings of the brands considered,

rather than on specific attributes.

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Issues in Alternative Evaluation• Evoked Set• Criteria used for evaluating brands• Consumer decision rules and their

application• Decisions by functionally illiterate population

cheapest price• Going online for decision-making assistance• Lifestyles as a consumer decision strategy• Incomplete information • Series of decisions• Decision rules and marketing strategy

12 - 32Copyright 2007 by Prentice Hall

Issues in Alternative Evaluation• Evoked Set• Criteria used for evaluating brands• Consumer decision rules and their

application• Decisions by functionally illiterate population• Going online for decision-making assistance• Lifestyles as a consumer decision strategy• Incomplete information • Series of decisions• Decision rules and marketing strategy

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Coping with Missing Information

• Delay decision until missing information is obtained

• Ignore missing information and use available information

• Change the decision strategy to one that better accommodates for the missing information

• Infer the missing information

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A Purchase Can Involve a Number of Decisions.

When purchasing car, the buyer is involved in a number of decisions – the make, model, country of origin, the dealer, the financing, and different options.

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Output of Consumer Decision Making

• Purchase behavior• Postpurchase evaluation

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Purchase Behavior• Three types of behavior

– Trial purchases– Repeat purchases– Long-term commitment

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Postpurchase Evaluation• Actual Performance Matches Expectations

– Neutral Feeling• Actual Performance Exceeds Expectations

– Positive Disconfirmation of Expectations• Performance Is Below Expectations

– Negative Disconfirmation of Expectations

12 - 38Copyright 2007 by Prentice Hall

Relationship Marketing

Marketing aimed at creating strong,

lasting relationships with a core group of customers by making them feel good about the company and by giving them some kind of personal

connection with the business.