Transcript Ch. 3: Consumer Values - UAH

Ch. 3: Consumer Values
Values: widely held beliefs that affirm what is desirable.
Language
Demographics
Consumer
behavior
Values
Nonverbal
communications
Marketing
strategy
Value Norms, Sanctions, and Consumption Patterns
Norms
Specify ranges
of appropriate
behavior
Cultural
values
Consumption
patterns
Sanctions
Penalties for
violating norms
Value Orientations Influence Behavior
Otheroriented
values
Environmentoriented
values
Selforiented
values
Society’s view
of relationships
between people
Society’s view
of relationships
with environment
Objectives/
approaches
to life society
finds desirable
Consumption
Purchase
Communications
Cultural Values and Consumer Behavior
Self-Oriented Values
• Active/Passive.
• Material/Nonmaterial.
• Hard work/Leisure.
• Postponed gratification/Immediate gratification.
• Sensual gratification/Abstinence.
• Religious/Secular.
Cultural Values and Consumer Behavior
Environment-Oriented Values
• Cleanliness.
• Performance/Status.
• Tradition/Change.
• Risk taking/Security.
• Problem-solving/Fatalistic.
• Nature.
Cultural Values and Consumer Behavior
Other-Oriented Values
• Individual/Collective.
• Extended/Limited Family.
• Diversity/Uniformity.
• Masculine/Feminine.
• Competitive/Cooperative.
• Youth/Age.
Traditional, Current, and Emerging American Values
Self-Oriented
Active
ECT*
Passive
Material
T
C E
Hard work
T
C
Postponed gratification T
E
Leisure
E C
Sensual gratification
Religious
Nonmaterial
C E
T
* T = Traditional, E = Emerging, and C = Current
E
Immediate gratification
T
Abstinence
C
Secular
Traditional, Current, and Emerging American Values
Environment-Oriented
Maximum cleanliness
Performance
TCE*
T
Minimum cleanliness
E
C
Status
Tradition
E C T
Risk taking
T
Problem solving
T
Admire nature
CE
Security
CE
E
Change
Fatalistic
C
* T = Traditional, E = Emerging, and C = Current
T
Overcome nature
Traditional, Current, and Emerging American Values
Other-Oriented
Individual
T
EC*
Collective
Limited family
TEC
Diversity
E C
Extended family
T
Uniformity
Competition
T C E
Cooperation
Youth
T
C
E
Age
Masculine
T
C
E
Feminine
* T = Traditional, E = Emerging, and C = Current
Marketing Strategy and Values
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Green Marketing
Social Marketing
Marketing to Gay Consumers
Gender-Based Marketing