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Consumer behavior week2_valuesculture

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International Consumer Behavior consumer values, culture

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Consumer behavior week2_valuesculture

  1. 1. CORPISM-08/02 International Consumer Behavior Week 2: Consumer Values & Culture Professor Ethan Chazin 1
  2. 2. Cool Stuff
  3. 3. Multi-culturalism
  4. 4. Differing Culture Consumer Behavior Research
  5. 5. Different Values, Different Preferences A value per Milton Rokeach, U.S. researcher of values: “…an enduring belief that one mode of conduct or end-state of existence is preferable to an opposing mode of conduct or end-state of existence.” “A value system is an enduring organization of beliefs concerning preferable modes of conduct or end states of existence along a continuum of relative importance.”
  6. 6. Desirable The Desired The norm, what ought What people want for themselves Words Deeds Approval, Disapproval Choice What is good, right Attractive, preferred For people in general For me and for you Ideology Pragmatism
  7. 7. Organizational Imperative For VALUES
  8. 8. Values in Marketing Applying values derived from one culture into cross-cultural contexts without considering the substance of the cultures in question is referred to as ethnoconsumerism.
  9. 9. Laicite jouire de vive
  10. 10. 18 • Values represent beliefs that “a specific mode of conduct or end-state of existence is personally or socially preferable to an opposite mode of conduct or end-state of existence.” • We consider, pursue, join and remain associated with organizations based on what our notions of what “ought” and “ought not” to be! • Milton Rokeach work organizing values into terminal and instrumental value. • Terminal are desirable end-states to be achieved: instrumental are preferred modes of behavior or ways to achieve terminal values. Values
  11. 11. Milton Rokeach Terminal Instrumental Prosperity Personal discipline Economic success Kindness Enlightened Goal orientation Independent Autonomy
  12. 12. 5 U.S. Segments: What Makes Us Americans ‘TICK?’
  13. 13. 1. Matures • Born before 1945. • 10% of workforce. • Influenced by the Military. • 30 million people. • Most affluent group. • The 1st Generation. • Delayed Gratification -work first, pleasure later!
  14. 14. 2. Baby Boomers • Born 1945-1964. • Most influential group. • 80 million people. • Workaholics! • Work ethic defined by time. • Important to be a team member. • Contributors to the team are cherished. • Honor trust, loyalty, and responsibility, but distrust authority.
  15. 15. 3. Gen Xers • Born 1964-1980. • Prove it to me. • 45 million people. • Loyal to people, NOT companies. • Move from job-to-job more frequently. • Carpe Diem – Seize the day! • Grew up with AIDS & MTV. Value flexibility, life options, and achieving job satisfaction. satisfaction.
  16. 16. 4. Millennials • Born after 1980. • 75 million people. • Instant gratification. • Quick feedback. • Busy outside of work. • Reward with time. • Optimistic. • Grew up in prosperous times. High expectations, seek meaning in their work. Career goals aligned with becoming rich (81%) and famous (51%.)
  17. 17. 5. Generation Z / iGen • Post-Millenials. • Comfortable with tech/social media savvy. • Came of age 9/11 & Great Recession. • Insecure/unsettled. • “Innovative, entrepreneurial, highly conscious of their futures and the challenges they face.“ - Patrick Cooper
  18. 18. 26 • Values can’t be observed directly. • Inferred from cultural products (fairy tales, children’s books, TV shows, movies, music, advertising) or ask members of a society to score their values by listing preferences. • Learned subconsciously. • Culture always affects personal values. • Consumer psychologists measure individual behavior within social systems (cultures, countries, states.) Measuring Cultural Values
  19. 19. Measuring Cultural Values
  20. 20. 1 Nation… 1 Culture?
  21. 21. K What do YOU think?
  22. 22. Land fill?
  23. 23. What About… POP Culture?
  24. 24. Simon Anholt, Culture Mapping
  25. 25. 39 • We describe/define cultures based on characteristics and place into value categories of national culture…DIMENSIONS. • Common dimensions include amount of economic evolution or modernity. Culture
  26. 26. Hofstede’s 5 Dimensions of Culture
  27. 27. 41 Power Distance: The extent to which less powerful members of a society accept and expect power to be distributed unequally. Hofstede
  28. 28. 42 Individualism/Collectivism: People look out for themselves, their families, and those closest to them. Hofstede
  29. 29. 43 Masculinity/Femininity: Masculine focus on achievement, success feminine society focus on caring for others and quality of life. Hofstede
  30. 30. 44 Uncertainty Avoidance: The extent to which people feel threatened by uncertainty and ambiguity and try to avoid it. Hofstede
  31. 31. 45 Long/Short Term Orientation: Long term perspective entails embracing there is no ONE truth. People pursue perseverance, thrift, and peace of mind. East Asian countries score high on this, Anglo-Saxons score low. Hofstede
  32. 32. Shalom Schwartz 7 Value Types
  33. 33. Culture Econ. Development
  34. 34. K What do YOU think?
  35. 35. 50 • Economic change. • Modernization. • Maturation. • Generation effects. • Seniority effects. Value Shift
  36. 36. "I am convinced that if we are to get on the right side of the world revolution, we as a nation must undergo a radical revolution of values.”

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