External Influences on Consumer Behavior

Culture Influence:

As defined, learned meanings, values, norms, and customs shared by members of the society. With this in mind, marketers must consider the difference in cultural tradition, customs, and values of the many cultures/countries they are developing the ads for.

This Pringles Rice Infusions Ad is targeted at the Asian market by connecting it directly to the Japanese culture to add meanings. They are introducing a new way to look at Pringles chip as they introduce rice infusion flavored Pringles chip internationally.

Subcultures Influence:

Defined as smaller groups or segments of a culture whose beliefs, values, norms, and patterns of behavior set them apart from the larger cultural mainstream and it may be based on age, geographic, religious, racial, and/or racial ethnic differences.

This Bic Ad is targeted at teenage subculture to connect with girls during their growing year and full of emotions.

Social Class Influence:

A society where people share similar lifestyles, values, norms, interests, and behaviors are grouped.

This Mercedes-Benz ad is placed in an exclusive area with what looks like an affluent home in the background. This is targeted at the upper class with disposable income that enjoys getting away from the city, which in this ad looks like it is miles away.

Reference Groups Influence:

A group whose presumed perspectives or values are being used by an individual as the basis for his or her judgments, opinions, and actions.





This AT&T commercial represents how others can influence what one person does or thinks by simply saying you don’t want to be left behind. This ad is created to encourage people to get the 4G phone and the individual may want to do so to stay connected with his/her peers.

Situational Determinants Influence:

The specific situation in which consumers plan to use the product or brand directly affects their perceptions, preferences, and purchasing behaviors.

This is a photo from a personal purchase situation; the last time I was in Las Vegas I went to the top of the Stratosphere and they have a photo booth where everyone gets their photos taken and after the tour everyone has the choice to buy the photo if they wish to. These photo booths are created mainly to increase impulse purchasing. It wasn’t my first time there, but for some reason, I ended up buying it. The situation was, I wanted to remember that moment after I came back down because I was pleased with my experience. They got lucky.