Cultural and

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Chapter 12 Cultural and Cross-Cultural
Influences
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12.1 Core Cultural Values in America
Relevance to Consumer Behavior
General Feature
Value
Hard work is good success flows from hard
work Keeping busy is healthy and
natural Admiration of things that solve
problems (e.g., save time and effort)
Acts as a justification for acquisition of
goods (You deserve it) Stimulates interest
in products that save time and enhance
leisure- time Stimulates purchase of
products that function well and save time
Achievement and success Activity Efficienc
y and practicality
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12.2 Core Cultural Values in America
Relevance to Consumer Behavior
General Feature
Value
Progress Material comfort
People can improve themselves tomorrow
should be better The good life
Stimulates desire for new products that
fulfill un- satisfied needs
acceptance of products that claim to be new
or improved Fosters acceptance of
convenience and luxury products that make
life more enjoyable
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12.3 Core Cultural Values in America
Relevance to Consumer Behavior
General Feature
Value
Being ones self (e.g., self-reliance,
self-interest, and self-esteem Freedom of
choice
Individualism Freedom
Stimulates acceptance of customized or
unique products that enable a person to
express his or her own personality
Fosters interest in wide product lines and
differentiated products
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12.4 Core Cultural Values in America
Relevance to Consumer Behavior
General Feature
Value
Uniformity of observable behavior desire
to be accepted Caring for others,
particularly the underdog
External Conformity Humanitarianism
Stimulates interest in products that are
used or owned by others in the same social
group Stimulates patronage of firms
that compete with market leaders
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12.5 Core Cultural Values in America
Relevance to Consumer Behavior
General Feature
Value
Youthfulness Fitness and Health
A state of mind that stresses being young at
heart or appearing young Caring about ones
body, including the desire to be physically
fit and healthy
Stimulates acceptance of products that
provide the illusion of maintaining or
fostering youth Stimulates acceptance of
food products, activities, and equipment
perceived to maintain or increase physical
fitness
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12.6 A Model of the Cultural Process
Cultural meaning in social and physical
environment
Marketing strategies
Fashion systems
Other institutions
Cultural meaning in products and services
Rituals
Cultural meaning in consumers
Social interactions
Intentional actions