Exam 11: Culture's Influence on Consumer Behavior

What is a ritual? Provide an example of a ritual artifact and explain why ritual artifacts are important to marketers.

Americans place an extraordinary amount of importance on being involved and keeping busy. This is a widely accepted core value that relates to ________.

When an ad for Everlast fitness equipment encourages bike riders to train harder and states Everlast's power packs enable them to recover faster from strenuous training, it is focused on the individual rider's quest for ________.

The repetition of marketing messages is not related to cultural beliefs and values.

$\text{WEDDING MINI CASE:}$ Susan is planning her wedding. Susan knows what music is appropriate for her ceremony because she has been to a number of weddings before. She has questions, though, about the appropriate wording of her invitations, so she reviews the helpful information provided by professional wedding planners on specialist wedding sites to familiarize herself with customary wording and style rules. In choosing a wedding dress, Susan has decided to have a dress designer make a custom wedding dress for her. -In the WEDDING MINI CASE, a bridal bouquet would be considered a ritual ________.

The segment of global youth aged 14 to 24 that acts as the hub of online social networks, focuses on revolution, creativity and deconstruction, and has members that prefer cult brands like Vespa and Vans, is called ________.

Individuals who belong to a segment that is self-centered and concerned with values such as self-respect and a comfortable life are likely to be involved in domestic-oriented activities and are reluctant to try new products.

When anthropologists immerse themselves in the environment under study, this technique is called ________.

Americans place a great importance on time. They value time and believe in the importance of not wasting time. This is connected to the Americans' core value of humanitarianism.

How do the American values of achievement and success influence consumption? Give an example.

Symbols can have contradictory meanings.

According to the Rokeach typology of cultural orientation, communications aimed at individuals who have an interpersonal terminal value focus and moral instrumental values should emphasize ________.

When Wendy's advertising emphasizes that a combo meal can come with any of a number of sides, not just fries, the company is appealing to American consumers' preference for ________.

________ have always been associated with bigger quantities of things or more of something. Recently, however, there has been a shift away from quantity towards quality.

$\text{SOUP MINI CASE:}$ White Mountain Soups sells ready-to-eat soups packaged and sold in microwave-ready, single-serving plastic containers that can be used as bowls and then recycled. White Mountain makes a variety of soups, including New England clam chowder, vegetarian minestrone, and beef and tomato soups. Its advertising emphasizes the use of wholesome ingredients produced by independent farmers, and suggests that White Mountain soup can be a quick and easy lunch, or a wholesome mid-afternoon snack alternative to a bag of potato chips or a candy bar. -In the SOUP MINI CASE, White Mountain suggests that consumers eat a cup of White Mountain soup instead of a candy bar or bag of chips as an afternoon snack. If we consider taking a break for a mid-afternoon snack to be a ritual for many consumers, the soup (or candy bar or bag of chips)would be considered the ________.

Studying societies via analysis of the content of verbal, written, and pictorial communications is known as ________.

The segment of global youth aged 14 to 24 that spreads word of mouth rapidly, values passion, individuality and instant gratification, and prefers personalized brands like Diesel and Adidas, is called ________.

Self-reliance, self-interest, self-fulfillment, self-esteem, and self-confidence are all exceedingly popular expressions of ________, one of the American core values.

Compare consumer fieldwork, specifically field observation, to content analysis and value measurement instruments as research approaches to examining culture.

We learn cultural norms and customs mostly from family and peers and begin to understand that some behaviors are appropriate and others not at a very young age.