Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Consumer Behavior:
Influence of Culture and Subculture on Consumer
Behavior
SESSION 11
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Culture
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Forms of Cultural Learning
Formal Learning
Informal Learning
Technical Learning
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Formal Learning
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Informal Learning
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Technical Learning
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Figure 12.1 The Movement of
Cultural Meaning
Culturally Constituted World
Advertising/Fashion Fashion
System System
Consumer Goods
Possession Exchange Grooming Divestment
Ritual Ritual Ritual Ritual
Individual Consumer
Location of Meaning
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Figure 12.2
Ad Using
Visual Imagery
as a
Symbol
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Figure 12.3
Weeknights are Rich
with Ritual
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Table 12.1 Selected Rituals and
Associated Artifacts
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
Thanksgiving Prepare a turkey meal for family and friends
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Table 12.2 Nightly Facial Beauty
Ritual of a Young Internet Sales
Representative
1. I pull my hair back with a headband.
2. I wash my face with tepid water using Dove facial cleanser to remove all
makeup.
3. Next, I use a Q-tip with some moisturizer around my eyes to make sure
all eye makeup is removed.
4. I apply Dermacil facial cream to my face to heavily moisturize and
Clinique Dramatically Different Lotion on my neck and throat.
5. If I have a blemish, I apply Clearasil Treatment to the area to dry it out.
6. Twice weekly (or as necessary) I use Aapri Facial Scrub to remove dry
and dead skin.
7. Once a week I apply Clinique Clarifying Lotion 2 with a cotton ball to
my face and throat to remove deep down dirt and oils.
8. Once a month I get a professional salon facial to deep clean my pores.
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Culture and Advertising
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The Measurement of Culture
• Content Analysis
• Consumer Fieldwork
• Value Measurement Instruments
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A method for
systematically analyzing
the content of verbal
and/or pictorial
Content
communication. The
Analysis
method is frequently
used to determine
prevailing social values
of a society.
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A cultural measurement
technique that takes
place within a natural
Field environment that
Observation focuses on observing
behavior (sometimes
without the subjects’
awareness).
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Characteristics of Field Observation
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Researchers who
participate in the
Participant- environment that they
Observers are studying without
notifying those who
are being observed.
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Value Measurement Survey Instruments
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Table 12.4 The Rokeach Value Survey
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Table 12.4 continued
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American Core Values
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Criteria for Value Selection
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Figure 12.4 An
Achievement-Success
Appeal
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Figure 12.5
Ad Stressing Saving Time
and Money
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Figure 12.6 Progress
is a
Winning
Appeal
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Figure 12.7
Ad Featuring
the
Freedom of Choice
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Figure 12.8 Fighting the
Signs of Aging
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Figure 12.9
“You Are
What
You Eat”
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