The Art of Online Budol Culture

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JUNE 2023 ISSUE

ONLINE BUDOL CULTURE CONSUMER LITERACY MATERIAL

BY YNA BENITEZ, HANS CARINUGAN, ASHLEY GARCIA, & BEAP PINEDA

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CONTENTS WHAT IS BUDOL CULTURE? SOSYAL SA SOCIAL MEDIA! BUDOL IS A VIRUS

THE PSYCHOLOGY OF BUDOL VISUALIZING THROUGH THE FILIPINO LENS NABUDOL? NAGPABUDOL?

TIPS TO BE IN CONTROL TIPS TOWARD MINDFUL SPENDING BUDGET YOUR MONEY EMBRACE DELAYED GRATIFICATION LEARN HOW TO SAY NO

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What is

BUDOL CULTURE?

By Beap Pineda

WHERE DID BUDOL CULTURE ORIGINATE?

“Budol” is rooted from the Hiligaynon term “budolbudol” which is a modus operandi of gangs to commit crimes by swindling, or stealing money through fraud.

Budol culture is not to be confused with Budol-budol gang! Budol, in the local Philippine consumer scene, is the act of being persuaded or swayed to buy a product, usually a product you do not need. Budol and budol-budol are similar in the sense that both have themes of deception and cheating.

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Budol:

A CULTURE Budol has long existed way before, even before the the rise of the online world.

We may have encountered people who would encourage or even force you to purchase certain products (e.g., friends inviting you to go to this new cafe, sales ladies in SM Department Stores, with a lapel, cooking food with their non-stick pan). This is the act of budol-ing. When you actually get pulled into going with your friends to the said cafe or to buying that non-stick pan, that’s when you get budol-ed.

However, budol became a culture because of two things: social media and the occurrence of the pandemic.

3 SOSYAL SA SOCIAL MEDIA! Filipinos go where the trends go.

Being known as the social media capital of the world, Filipinos are up-to-date with the latest trends vastly shared online. And more often than not, these trends are promoted by social media influencers. With social media + effective marketing + influence of famous people, we develop a desire to obtain these things.

Budol:

A CULTURE BUDOL IS A VIRUS The pandemic forced people to stay indoors. With nothing else to do, social media usage skyrocketed, being used now more than ever. (Imagine the Philippines being the social media capital of the world, it is now the social media capital of the universe). Influencers and businesses saw social media apps, especially Tiktok, as the perfect opportunity to promote products a.k.a. budol because of its many users and clever algorithms.

So when you think you got budol-ed into making dalgona coffee, or to buying a new ASMR keyboard, you’re not alone.

The other 42.7 million Filipino Tiktok users probably got budol-ed too.

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THEORY OF PLANNED BEHAVIOR According to Icek Ajzen’s “Theory of Planned Behavior,” intentions are predictive of behavior; the stronger the intentions are, the more likely it is that a behavior will be performed. When talking about consumer behavior, buying intentions often reflect a logical consequence of beliefs and motivations. This would suggest that unplanned or ‘budol’ purchases may not be as baseless or spontaneous as it would seem. While buyers are less likely to be reflective when making unplanned purchases, there are still significant factors in play that influence or disrupt the consumer decision making process. Buying intentions are affected by 3 fundamental factors: Attitude, Subjective norms, and Perceived Behavioral Control.

The Psychology of BUDOL CULTURE

By Yna Mae Benitez

ATTITUDE Attitude refers to an individual’s tendency to respond positively or negatively toward the behavior being performed. In the context of consumer behavior, this may be the consumer’s evaluation of the desirability of acquiring information about a product or purchasing a product (Pavlou & Fygenson, 2006). A positive attitude toward product purchasing would influence a consumer to consult reviews, conduct their own research about a product, or buy products from legitimate sellers. A consumer’s attitude may also be reflective of their stored judgments based on previous experiences. This would explain why some hold prejudged assessments of a product or service when making a purchase..

5 SUBJECTIVE NORMS Subjective norms, on the other hand, are the individual’s perceptions of the social expectations surrounding a behavior. For consumer behaviors, subjective norms tell of how a consumer internalizes social influences. It refers to the consumer’s understanding of whether performing a behavior–e.g. getting information about a product–is accepted and encouraged by those whose influence extends to the consumer.

The Psychology of BUDOL CULTURE

PERCEIVED BEHAVIORAL CONTROL Perceived behavioral control (PBC) is the relative ease or difficulty of performing a behavior as perceived by the individual. In influencing buying intentions, PBS relates to the degree of control a consumer has over purchasing a product. A consumer may feel that it is easy or difficult to purchase items depending on their perception of their capacities, as well as the availability of resources and opportunities for consumers.

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VISUALIZING BUDOL CULTURE THROUGH THE FILIPINO LENS

Attitude

A common denominator of Filipino consumer behavior is loyalty to brands. According to an online survey conducted by Nielsen Philippines (2013), about 77% of Filipino respondents have preferred brands when buying. Filipino consumers are more likely to stick to the brands that they know than try out other brands.

Filipinos also often go for brands that offer value-for-money products or services. Filipinos would often conduct price canvassing first before buying.

Subjective Norms

In a typical Filipino household, the parents are usually the ones who manage finances and lead buying decisions in the family. Family-centric product campaigns––e.g. family size packs, product bundles, payday sales––are well received by Filipino households.

With the pandemic bringing out a stronger sense of social responsibility among Filipinos, Filipino consumers have become more open to adopting sustainable consumer practices.

Filipinos are now willing to invest in products that last longer and can be reused. This may be attributed to the communal desire of Filipinos to take actions that benefit the community.

Perceived Behavioral Control

An average Filipino consumer will buy products as long as they have the budget for it. Even with limited product offerings, Filipinos will usually seek means to buy the products or services they want.

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Nabudol?

Nagpabudol?

In a study conducted by Marañon & Ortega (2022), it was found that electronic word of mouth and online communities do not exert significant influence on the consumers’ attitudes; however, both have been reported to influence the consumers’ subjective norms toward a buying intention. From this, the researchers of the study gathered that ‘budol’ purchases are more cultural, as it provides consumers with a sense of belonging and influence. As has been reported, electronic word of mouth does not immediately trigger a consumer’s intent to purchase, as consumers willingly join and engage in online communities to consult insights and recommendations from others.

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Nabudol?

Nagpabudol?

The participants in the study shared that they do not feel compelled in their purchasing; rather, they are aware that they allow themselves to be influenced by what is being shared online. There is also the ‘shared faith’ that consumers’ needs will be fulfilled through commitment to participating in these communities. It was also found that consumers are aware of their needs and abilities to purchase outside of these social elements. In the study, consumers expressed that they are conscious in their decisions to being ‘budol-ed.’ They happily participate in the culture which results in the self-reinforcing cycle of spreading budol. Satisfied consumers post their experiences online, adding more word of mouth influence to the existing budol.

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Tips to be in control!

COMBAT BUDOL CULTURE

By Ashley Garcia

UNDERSTAND BUDOL CULTURE To be more in control of consumer choices, it's important to educate yourself about budol culture and the tactics used to influence purchasing decisions. By understanding the strategies or persuasive techniques employed by influencers and marketers, you can become more aware of their intentions and make more informed choices.

SAMPLE SCENARIO

You come across a sponsored post on social media promoting a new sunscreen. Instead of immediately being swayed by the influencer's recommendation, you take a moment to consider the possibility of budol culture at play. You can question if the urgency of the sale or the limited number of items is really important in your decision of buying and enjoying the product in the long run.

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RESEARCH BEFORE BUYING Conduct thorough research before making a purchase. Look for independent reviews, compare prices and alternatives, and gather information about the product's quality, ingredients, and potential benefits or drawbacks. Taking the time to gather reliable information helps you make more informed decisions and reduces the likelihood of being influenced solely by budol culture.

SAMPLE SCENARIO Before buying a new hair dryer that an influencer has been promoting, you read multiple customer reviews, compare it with similar products from different brands, and evaluate its features, performance, and value for money. You watch unsponsored YouTube videos or you can read honest reviews of the product in sites like Reddit.

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SET BOUNDARIES Establish clear boundaries and limitations for your spending. Determine how much you're willing to invest in certain types of products or services and set a budget accordingly. By having predefined boundaries, you can avoid impulsive purchases driven by budol culture and ensure that your spending aligns with your financial goals and priorities.

SAMPLE SCENARIO You decide to allocate a specific portion of your monthly budget for discretionary spending. Once that budget is exhausted, you refrain from making any additional purchases in that category, even if there are enticing promotions or recommendations.

12 DEFINE YOUR STYLE AND PREFERENCE Develop a clear understanding of your personal style, needs, and preferences when it comes to consumer choices.

By having a well-defined sense of what you genuinely enjoy and value, you can make more intentional decisions and resist the temptation to follow trends or recommendations that don't align with your taste or requirements.

SAMPLE SCENARIO When encountering fashion trends promoted through budol culture, you evaluate whether they align with your values and personal style. If a trend doesn't resonate with your preferences, you confidently opt out of making a purchase, regardless of its popularity.

Therefore, your wardrobe is full of closet essentials that you can mix and match for everyday use.

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DIFFERENTIATE INTRINSIC & EXTRINSIC MOTIVATION Reflect on whether your motivation for making a purchase stems from genuine personal interest or external influences.

Distinguish between intrinsic motivation (driven by your own needs, desires, and values) and extrinsic motivation (influenced by external factors like social pressure or persuasive tactics).

SAMPLE SCENARIO You hear of news that there is a new IPhone in the market. Instead of being swayed solely by extrinsic motivation, like the awe and admiration of your peers if you get the new phone, you ask yourself if you genuinely have a personal interest in the product or if you really need to have a phone upgrade.

14 TREAT YOURSELF IN OTHER WAYS Instead of relying on excessive consumerism or impulsive purchases to reward or treat yourself, explore alternative ways to indulge in self-care or reward yourself. Find activities or experiences that bring you joy or relaxation, such as spending time with loved ones, engaging in hobbies, or enjoying nature.

SAMPLE SCENARIO Instead of buying another makeup product, you think about alternative ways of treating yourself like meeting a friend for lunch to catch up, taking a walk in the park, or rewarding yourself with a movie marathon night with your loved one. You don’t associate treating yourself with buying yourself another product but through other means of selfgratification.

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d r a w o t s p i Practical T g n i d n e p S l u Mindf

By Hans Carinugan

BUDGET YOUR MONEY Budgeting money is the process of planning and allocating your financial resources wisely. It involves tracking your income and expenses, setting spending limits, and prioritizing your financial goals. Budgeting is important because it gives you control over your finances, helps you make informed decisions, and ensures that your money is used effectively. It allows you to understand where your money is going, identify areas where you can cut back, and allocate funds towards savings, investments, and things that truly matter to you. By budgeting, you gain financial clarity, reduce financial stress, and work towards a more secure and fulfilling future.

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s e i g e t a r t S Budgeting Zero-Based Budgeting: Assigning every moneu you earn a specific purpose to ensure your income minus expenses equals zero, helping you prioritize spending and make informed financial decisions.

50/30/20 Rule: Allocating 50% of your income to needs, 30% to wants, and 20% to savings and debt repayment, providing a balanced approach to budgeting.

Pay Yourself First: Prioritizing saving by setting aside a portion of your income for savings or investments as soon as you receive it, helping you work towards your financial goals and build financial security.

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Embrace Delayed Gratification Practice delayed gratification by setting goals and working towards them before making a purchase. For example, you can establish specific tasks or milestones that need to be accomplished before allowing yourself to buy something you desire. By earning and deserving your wants, you not only cultivate a sense of accomplishment but also ensure that your spending aligns with your priorities and values.

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Develop the ability to make thoughtful choices when it comes to spending.

Often, we find ourselves tempted because we may feel shy or hesitant to decline. However, it's essential to pause and consider whether an item is truly necessary or aligns with your long-term financial goals. To help you navigate these situations, here are some phrases that can empower you to politely decline when someone tempts you to engage in unnecessary spending: "I appreciate the offer, but I'm trying to save money right now."

"I'm trying to be more mindful of my expenses, so I'll have to pass."

"I've set a budget for myself, and this expense doesn't align with my financial goals."

"Thank you for thinking of me, but I'm trying to cut back on nonessential purchases."

"I'm currently prioritizing my savings, so I need to decline."

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"I'm working towards a specific financial goal, and this expense doesn't align with it."

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"I'm trying to be more mindful about my financial well-being, so I'll have to pass on this."

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"I'm focusing on reducing my expenses right now, so I'll have to decline."

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"I've been evaluating my spending habits, and I've decided to be more cautious about discretionary purchases."

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"I've decided to be more frugal and avoid unnecessary expenses at the moment."

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References

Ajzen, Icek. Attitude Structure and Function. Schuman, H., Pratkanis, A. R., Breckler, S. J., & Greenwald, A. G. (1990). Contemporary Sociology, 19(4), 625. doi:10.2307/2072868 Castillo, F., Jr. (2018). Consumer Buying Behavior: The Multicultural Influence in the Philippines. The International Journal of Business Management and Technology, 2(2).

Fausto, R.F. (2022, February 9). 7 signs that you are budol-prone. PhilStar Global. https://www.philstar.com/lifestyle/the-budgetarian/2022/02/09/2159475/7-signsyou-are-budolprone#:~:text=The%20term%20%22budol%22%20comes%20from,in%20comm itting%20crime%20by%20swindling.

Filipinos opt to pay more for sustainable products (2021). BusinessWorld. https://www.bworldonline.com/corporate/2021/09/16/396558/filipinos-opt-to-paymore-for-sustainable-products/ I Saw It on TikTok: A look at #Budol Culture in the Philippines and what it means for brands. (2023, February 6). Vero. https://vero-asean.com/i-saw-it-on-tiktok-budolculture/ Marañon, N.A., & Ortega, M.M. (2022). The Rise of Budol Culture: A Study on How Electronic Word of Mouth and Online Communities Influence Unplanned Purchases for Members of the Home Buddies Facebook Group. Journal of Global Business, 10(2), 150.

Pavlou, P. A., & Fygenson, M. (2006). Understanding and Predicting Electronic Commerce Adoption: An Extension of the Theory of Planned Behavior. MIS Quarterly, 30(1), 115–143. https://doi.org/10.2307/25148720 Rappler. (2013). 4 factors that influence Filipinos’ decision to buy. https://www.rappler.com/business/32721-what-influences-filipinos-decision-to-buyproducts/

E

ART O

F

TH

JUNE 2023 ISSUE

ONLINE BUDOL CULTURE CONSUMER LITERACY MATERIAL

BY YNA BENITEZ, HANS CARINUGAN, ASHLEY GARCIA, & BEAP PINEDA