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CHAPTER 12 - THE INFLUENCE OF CULTURE ON …

271 Copyright 2010 Pearson Education, Inc. CHAPTER 11 INFLUENCE of CULTURE on Consumer Behavior LEARNING OBJECTIVES After studying this CHAPTER students should be able to understand: 1. What CULTURE is and how it impacts consumer behaviors. 2. How CULTURE acts as an invisible hand that guides consumption-related attitudes, values and behavior. 3. How CULTURE sets standards for what satisfies consumers needs. 4. How CULTURE is learned and expressed in language, symbols, and rituals. 5. How consumers are always adapting to CULTURE -related experiences. 6. How the i mpact of CULTURE on consumer behavior is measured. 7. How core cultural values impact American consumers. 8. How the American CULTURE became a shopping CULTURE . CHAPTER SUMMARY The study of CULTURE is the study of all aspects of a society.

Advertising and marketing communications can influence all three types of cultural learning.. a) It most influences informal learning by providing models of behavior to imitate. b) This is especially true for visible or conspicuous products that are evaluated in public settings, where peer influence is likely to play an important role. 3.

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