Ethnography These procedures involve detailed and prolonged observation of consumers emotional responses cognitions and behaviors during their ordinary daily lives Based on this rich and detailed data researchers interpret or infer the values and key meanings of the culture ID: 587981
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Slide1
Measuring cultural valuesSlide2Slide3
Ethnography
These procedures involve detailed and
prolonged
observation of consumers’ emotional responses, cognitions, and behaviors during their ordinary daily lives.
Based on this rich and detailed data, researchers interpret or infer the values and key meanings of the culture.
Unlike
anthropologists, who might live in the studied society for months or years, consumer researchers tend to make their observations more quickly. Slide4
Using a combination of direct observations, interviews, and video and audio recordings, researchers have examined consumer behavior at markets and swap meets
.
example :
To understand what brands and products kids were using, toy company Mattel once commissioned a global study in a dozen countries, including the United States and China, in which it recorded everything kids had hanging on their bedroom walls. Slide5
Rokeach value surveys
18 terminal values (ends)
Personal
Interpersonal
18 instrumental values (means)
Competence
MoralSlide6
Gordon’s survey
Gordon
’
s Survey of Personal and Interpersonal Values measures values that determine how people cope with their daily lives
.
There are two surveys—one for
personal values
and one for interpersonal values
—Slide7Slide8
American cultural valuesSlide9
To which Core Value does the ad appeal?
Eficiency
and practically
/
time
and activity
Achievement and
sucsesSlide10
Time and
activity / materialism
Materialism /
freedom of choice Slide11
humanitarianism
humanitarianism
youthfulnessSlide12
A Model of the Cultural Process Slide13
Green Marketing
Green marketing
is producing and promoting reusable and eco-friendly products.
Envormental friendly
climate change, ecoSlide14
Ecologically Responsible ConsumptionSlide15
Ecologically Responsible ConsumptionSlide16
source