External Influences on Consumer Behavior

The five environmental influences on consumer behavior are: culture, subcultures, social class, reference groups, and situational determinants.

Culture is the complexity of learned meanings, values, norms, and customs shared by members of a society. The cultural norms and values provide an individual with direction and guidance that includes one’s consumption behaviors. This is a pepsi commericial geared toward the Chinese culture. Chinese Commercial

Subcultures are smaller groups within a culture that possess similar beliefs, values, norms, and patterns of behavior that differentiate them from the larger cultural mainstream. Subcultures, such as African-Americans, Hispanics, and various Asian groups, have considerable purchasing power and form distinct purchasing patterns that are based on their similar interests. This spanish ad for Nestle's instant milk. NIDO AD It is aimed at Hispanic mothers looking for a nutritional drink to provide their children.

Social class is relatively homogeneous divisions of society into which people are grouped based on similar lifestyles, values, norms, interests, and behaviors. A person in a higher social class may have a higher income than someone from a middle class. As a result, the person from a higher social class may purchase more expensive luxury items versus the middle class person attempting to conserve money. This Rolex ad is geared more for the higher status individuals. Rolex Ad

A reference group is a group whose perspectives, values, or behavior is used by an individual as the basis for his or her judgments, opinions, and actions. Consumer use reference groups as a guide to specific behaviors, even if the groups are not present. This set of ads is not only an example of an aspirational reference group, it is also geared to the subculture of young women. Marine Ad

Situational determinants are influences originating from the specific situation in which consumers are to use the product or brand. The specific situation where consumers plan to use a product or brand directly affects their perception, preference, and purchasing behavior. An example would be hearing a Burger King commercial over the radio while driving. If you're hungry, you just might be tempted to go and buy that new "Stuffed Steakhouse" burger that is being promoted. Stuffed Steakhouse Burger