Professional Documents
Culture Documents
Consumer Behavior: A
Framework
John C. Mowen
Michael S. Minor
Key Concepts
Culture Rituals
Role of consumer
goods in culture
Popular culture
Core American Examples of
values popular culture
Belief systems, Fashion and
global and domain-
specific values, fashion trends
evaluating product Formation of
attributes popular culture
Culture Includes:
The Material Objects of a Society
Ideas and Values
Institutions
Symbols
The Ways We Dress, Think, Eat, and
Spend Our Leisure Time
Culture . . .
. . . is a learned behavior.
Enculturation is learning
one’s own culture.
Acculturation is learning a
new culture.
Cultural Identification . . .
It is attitudinal in contrast to
acculturation, which is behavioral.
Culture . . .
. . . is adaptive, i.e. it changes as a
society faces new problems and
opportunities...
. . . satisfies needs by providing norms
(rules of behavior)...
. . . provides values which delineate
what is right, good, and important to a
society.
Components of Culture
Norms are more specific than values
and dictate acceptable and
unacceptable behaviors
Two General Types of Norms Exist:
Enacted Norms are those norms that are
explicitly expressed, sometimes as laws.
Cresive Norms are embedded into culture
and are learned through interaction with the
people of the culture.
Three Types of Cresive
Norms
Customs
Mores
Conventions
Myths . . .
. . . are stories that express key values
and ideals of a society.
Material
Environment
Institutional/Social Environment
Cultural Meanings . . .
. . . refer to the
values, norms,
and shared beliefs
that are
symbolically
communicated
Transferring Cultural
Meanings
Advertising, Consumer
Culture Fashion Goods
Systems
Rituals Individuals
Cultural Values . . .
. . . represent the
shared meanings
of ideal end
states and modes
of conduct
Types of Cultural Values...
Global values consist of enduring beliefs
about desired states of existence.
Domain-specific values are beliefs
pertaining to more concrete
consumption activities.
Value-Attitude System
Evaluations of
Global Values Domain-Specific
Product Attributes
(dozens) Values (hundreds)
(thousands)
Central-Peripheral Continuum
Values-Attitudes
continued. . .
Means-end Chain Models
Linkages between consumer desires for
features and abstract concepts - benefits,
values.
Laddering
Linkages between means (attributes) and
terminal values (end states).
The LOV Scale
Values:
are consistent over time.
influence attitudes, which influence
behavior.
may change more among females than
among males.
change more among the young.
the need to be “well-respected” may have
decreased over time.
Materialism Values
Materialistic themes are stable over time.
Types of materialism:
Instrumental – desire to possess a good to perform
some activity.
Terminal – desire to possess good as end in itself.
Women are more sharing, less materialistic.
Cross-cultural differences in materialism exist.
Cultural Rituals . . .
. . . are socially
standardized
sequences of
actions that are
periodically
repeated, provide
meaning, and
involve the use of
cultural symbols.
Rituals vs. Habits...
Possession Rituals
Grooming Rituals
Divestment
Rituals
Rituals and products...
Beauty Ritual
Attempts are being made to get men to accept
multiple cosmetic products.
The “small worlds” of rituals –
Rituals are catalysts for construction of social
relationships.
Facilities and events facilitating
interconnections between customers have a
better chance of success.
Cultural Symbols
Symbols are
entities that
represent ideas
and concepts
It can be argued
that people
“consume”
symbols
Popular Culture . . .
. . . is the culture of mass appeal and
has the following characteristics:
It taps into the experiences and values of a
significant portion of the population
It does not require any special knowledge to
understand it
It is produced so that large numbers of
people have easy access to it
It most frequently influences behavior that
does not involve work or sleep
Examples of Popular
Culture
Advertising
Television
Music
Fashion
Fashion Trend
Characteristics
◆ Type
• Cyclical
• Classic
◆ Speed
• Fad or longer-
lasting
◆ Turning Points
• Technological or
cultural barriers
◆ Degree of
Adherence
Managerial Implications
Positioning. Link products with cultural
symbols.
Environmental Analysis. Scanning is
critical to understanding changes in
culture and popular culture, both here
and abroad.
Research. Marketing research can help
identify changes in values and resulting
needs for changes in promotion.
Implications continued
Marketing Mix. Identify core values and
anticipate which core values won’t
translate well abroad.
Segmentation. Identify segments of
consumers who respond well to a
certain product and positioning
strategy. Cultural icons such as popular
singers don’t appeal to all segments.