Culture’s Influence
on Consumer
Behaviour
1. Forms of learning
● Formal learning : parents, older siblings and other family members teach a
younger member “how to behave”
1. Content Analysis
● Identify the intentions, focus or communication trends of an individual,
group or institution
● Describe attitudinal and behavioral responses to communications
● Determine psychological or emotional state of persons or groups
2. Field Observation
● Take place within a natural environment
● Generally, the subjects are not aware that they are being watched
● Focuses on observation of behaviour
3. Value Measurement
This survey measures value that determine how people cope with
their daily lives. There are two surveys, personal values and
interpersonal values.
LO 4 : To understanding Americans’ core values and how to apply them to
persuasive communications
McDonald’s
Different “levels” of cultural norms :
8. Humanitarianism
Indonesian core values and how to apply them to persuasive
communications
2. Salsabila
K-pop tidak ada akulturasi saat masuk ke Indonesia, kenapa bisa diterima?
3. Fay
4. Anin
Kenapa KFC tidak mengadopsi strategy product yang sama dengan MCD
(menyesuaikan culture Indonesia).