Pcc(Personal Consumer Contact (Head))

5946 Words24 Pages
CHAPTER 12 The Influence of Culture on Consumer Behavior LEARNING OBJECTIVES After studying this chapter students should be able to: 1. Explain culture and how it is acquired. 2. Discuss how culture is learned. 3. Describe how culture may be measured and examined. 4. Outline American core values. 5. Explain why core values are not an entirely American phenomenon. CHAPTER SUMMARY The study of culture is the study of all aspects of a society. It is the language, knowledge, laws, and customs that give that society its distinctive character and personality. In the context of consumer behavior, culture is defined as the sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society. . Beliefs and values are guides for consumer behavior; customs are unusual and accepted ways of behaving. The impact of culture is so natural and ingrained that its influence on behavior is rarely noted. Yet culture offers order, direction, and guidance to members of society in all phases of human problem solving. . Culture is dynamic, and gradually and continually evolves to meet the needs of society. Culture is learned as part of social experience. . Children acquire from their environment a set of beliefs, values, and customs that constitutes culture (i.e., they are encultured). . These are acquired through formal learning, informal learning, and technical learning. Advertising enhances formal learning by reinforcing desired modes of behavior and expectations; it enhances informal learning by providing models for behavior. Culture is communicated to members of the society through a common language and through commonly shared symbols. Because the human mind has the ability to absorb and process symbolic communication, marketers can successfully promote both tangible and intangible products

More about Pcc(Personal Consumer Contact (Head))

Open Document