This document discusses how cultural values shape consumer behavior and how marketers can respond. It begins by explaining that cultural values are widely held beliefs that influence consumption patterns. When cultural values shift over time, consumer behavior also changes. Therefore, understanding evolving values is key to predicting future consumer trends. The document then outlines different types of cultural values (self-oriented, environment-oriented, and other-oriented) and provides examples of how American values have changed in these areas. It concludes by recommending several marketing strategies like green marketing and cause-related marketing that can appeal to modern cultural values oriented around environmental and social issues.

1. Consumer Behavior
Values

2. Cultural values are widely held beliefs that affirm
what is desirable.
Observable shifts in behavior, including consumption
behavior, often reflect underlying shifts in cultural
values.
values
Therefore, it is necessary to understand the
underlying value shifts in order to understand current
and future consumer behavior.

3. Self-Oriented Values
Environment-Oriented Values
Other-Oriented Values

4. Changes in American Cultural Values
Self-Oriented Values
Religious/Secular
Sensual Gratification/Abstinence
Postponed/Immediate Gratification
Hard work/Leisure
Material/Nonmaterial
Active/Passive
3-4

5. Changes in American Cultural Values
Environment-Oriented Values
Cleanliness
Tradition/Change
Risk Taking/Security
Problem Solving/Fatalistic
Admire/Overcome Nature
Performance/Status
3-5

6. Changes in American Cultural Values
Other-Oriented Values
Individual/Collective
Diversity/Uniformity
Limited/Extended
Youth/Age
Competition/Cooperation
Masculine/Feminine
3-6

7. Marketing Strategy and Values
Green Marketing
Cause-Related Marketing
Marketing to Gay and Lesbian Consumers
Gender-Based Marketing
3-7

8. (1) developing products whose
production, use, or disposal is
less harmful to the environment
than the traditional versions of
the product;
(2) developing products that have
a positive impact on the
environment; or
(3) tying the purchase of a
product to an environmental
organization or event.

15. Cause-Related Marketing
(CRM) is marketing that ties a
company and its products to
an issue or cause with the
goal of improving sales or
corporate image while
providing benefits to the
cause.
Cause-related sponsorship
(corporate spending toward
CRM) continues to rise, with
an increase from $120 million
in 1990 to $1.08 billion in
2005!

20. The gay market is estimated
to be approximately 5% - 7%
of the adult U.S. population,
or between 11 million and 16
million people over age18.
The purchase power of the
gay market has been
estimated at $610 billion.

21. Gender Identity versus Gender Roles
Ascribed versus Achievement Roles
Traditional versus Modern Gender Orientation
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22. Thank You
•Questions………