The document discusses how values are developed internally through personality and externally through cultural norms, and how values influence behavior and guide choices. It explores how values are shaped from a young age and reinforced by social institutions. The document also examines how marketers can relate to and influence values to engage consumers over a lifetime through understanding how cultural values are manifested in symbols, heroes, rituals, and practices.

1. Paulina
Jaswiec
Martina
Dudicova
VALUES & VALUE
ORIENTATION

2. Persistence of Memory, 1932
19
SKIT ART AUCTION
$30,000 – $1 million

3. Art, manuscripts, diamonds, furniture, brands
 investments, value, self-image
WHAT JUST HAPPENED?
WHERE ARE WE MOVING?

4. KEY:
Personal- internal (generate behavior)
Cultural- external (norms)
Types of values:
Ethical/moral
Conventional/ideolo
gical (religion/politics)
Social
Aesthetic
VALUES NUTRIENTS OF SOCIETY
Cultural

5. BASIC VALUES
SentimentalCommercial
Functional (utility) Aesthetic

6. PRODUCT – VALUE - PRICE
PRODUCT - CAR
It drives – functionality 50,000 Kč
FERARRI
………………….
SKODA FAVORIT
VALUE PRICE
5,000,000 Kč

7. PRICING METHODS

8. MBA, PHD in Business, & 27th most influential workplace experts
The Three Significant Periods Which Values are Developed:
 Imprint: Birth to 7 years sponges like
*absorb and except everything to be true
 Modeling: 8- 13 years imitate/mimic
*people are mirrors, regurgitating their environments
 Socialization: 13- 21 years influential
*influenced by their peers and media
*look for ways to break free from previous programming
Every decade…we are sharper…smarter…faster…!
VALUES MORRIS MASSEY INTERPRETATION

9. HOW VALUES RELATE TO MARKETERS?

10. Reality:
Fact #1: Media & visual
images are influential
Fact #2: Youth being a
easy to influence,
becomes a easy target
to market
Fact #3: Companies
realize they have a life
time to develop with
consumers (keep them
engaged)
VALUES LINKING THEORY TO REALITY
Destruction vs non-Destruction

11. Why should I care?
 Foundation of your life
 Dictate your choices
 Determine life direction
Clarity
 The better you understand your very own
values, the more receptive you are of
others
The same relates to working in marketing
(knowing you target market)
YOUR VALUES, YOUR LIFE

12.  Social psychologist &
Dutch researcher
 Focus:
 Organizational Culture
 Mental Programing
 Value & Value Orientation
Influential books:
Culture’s Consequences (values)
Cultures & Organization (mental
software)
GEERT HOFSTEDE FOUNDING FATHER

13.  140 different studies  39 countries 
proved
 Culture is an unwritten language:
born ‘preprogramed,’ developed by up bring, &
reinforced by institutions
 Culture  directly influence behavior
of societies & organization
SIGNIFICANCE OF THE STUDIES

14. Software of the mind:
1. Universal (human nature)-
Basic level shared by all
2. Collective (culture)- shared
with some but not all
3. Individual (personality)-
unique part
VALUES & CULTURE: MENTAL PROGRAMING
**Two things what expose
our mental program is by
words, and actions.

15. The Onion Diagram:
1. Symbols (language, gestures, objects,
pictures)- complex meanings
recognized by those who share the
culture
2. Heroes (real/fake, dead/alive)-
characteristics are used as a
model
3. Rituals (activities/ norms)-
unnecessary but considered
essential
4. Practices- invisible to see,
manifests itself to a visual
element
5. Values- invisible until seen in
behavior. ‘Where are culture
manifests into visual elements’
MANUFESTATION OF CULTURE

16. Social Norms:
 Develops, established and
reinforces in institutions structure &
functions
 Evolves within generations
Most effective way of changing
mental programs of a individual
Answer:
Change the BEHAVIOR 1st
WHY IS THIS IMPORTANT TO MARKETING
Developed
Established
Reinforced
Social Norms
Development Cycle

17.  Dr. Elizabeth J. Kunkel:
 human behaviorist, consumer behavior
“the major problem of economic
development is not the alteration of
character, value, or attitude, but the
changes of those selected aspects of
man’s social environment which are
relevant to the learning of new
behavior patterns”
ECONOMIC DEVELOPMENT & MARKETING

18.  Is human behavior random? Yes or No
 Personality is one’s army, that influences the individuals
response to the environment? True or False
 Do we all carry the same meaning for a value? Yes or No
Do most people value free things? Yes or No
Why or why not?
QUESTIONS: