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CORPISM-08/02
International Consumer
Behavior
Week 2: Consumer Values
& Culture
Professor Ethan Chazin
1
Cool Stuff
Consumer behavior week2_valuesculture
Consumer behavior week2_valuesculture
Multi-culturalism
Consumer behavior week2_valuesculture
Differing Culture
Consumer
Behavior Research
Consumer behavior week2_valuesculture
Consumer behavior week2_valuesculture
Consumer behavior week2_valuesculture
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.”
Consumer behavior week2_valuesculture
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
Organizational
Imperative For
VALUES
Consumer behavior week2_valuesculture
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.
Laicite
jouire
de vive
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
Milton Rokeach
Terminal Instrumental
Prosperity Personal discipline
Economic success Kindness
Enlightened Goal orientation
Independent Autonomy
5 U.S. Segments:
What Makes Us
Americans
‘TICK?’
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!
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.
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.
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%.)
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
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
Measuring Cultural
Values
1 Nation…
1 Culture?
K
What do YOU think?
Consumer behavior week2_valuesculture
Consumer behavior week2_valuesculture
Land
fill?
Consumer behavior week2_valuesculture
What About…
POP Culture?
Consumer behavior week2_valuesculture
Consumer behavior week2_valuesculture
Simon Anholt, Culture Mapping
Consumer behavior week2_valuesculture
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
Hofstede’s 5 Dimensions of
Culture
41
Power Distance: The extent to which less
powerful members of a society accept and
expect power to be distributed unequally.
Hofstede
42
Individualism/Collectivism: People look
out for themselves, their families, and those
closest to them.
Hofstede
43
Masculinity/Femininity: Masculine focus on
achievement, success feminine society focus on
caring for others and quality of life.
Hofstede
44
Uncertainty Avoidance: The extent to which
people feel threatened by uncertainty and
ambiguity and try to avoid it.
Hofstede
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
Shalom Schwartz 7 Value
Types
Consumer behavior week2_valuesculture
Culture
Econ. Development
K
What do YOU think?
50
• Economic change.
• Modernization.
• Maturation.
• Generation effects.
• Seniority effects.
Value Shift
"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.”
Consumer behavior week2_valuesculture
Consumer behavior week2_valuesculture
Consumer behavior week2_valuesculture
Consumer behavior week2_valuesculture

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Consumer behavior week2_valuesculture

  • 1. CORPISM-08/02 International Consumer Behavior Week 2: Consumer Values & Culture Professor Ethan Chazin 1
  • 11. 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.”
  • 13. 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
  • 16. 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.
  • 18. 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
  • 19. Milton Rokeach Terminal Instrumental Prosperity Personal discipline Economic success Kindness Enlightened Goal orientation Independent Autonomy
  • 20. 5 U.S. Segments: What Makes Us Americans ‘TICK?’
  • 21. 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!
  • 22. 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.
  • 23. 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.
  • 24. 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%.)
  • 25. 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
  • 26. 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
  • 29. K What do YOU think?
  • 39. 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
  • 41. 41 Power Distance: The extent to which less powerful members of a society accept and expect power to be distributed unequally. Hofstede
  • 42. 42 Individualism/Collectivism: People look out for themselves, their families, and those closest to them. Hofstede
  • 43. 43 Masculinity/Femininity: Masculine focus on achievement, success feminine society focus on caring for others and quality of life. Hofstede
  • 44. 44 Uncertainty Avoidance: The extent to which people feel threatened by uncertainty and ambiguity and try to avoid it. Hofstede
  • 45. 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
  • 46. Shalom Schwartz 7 Value Types
  • 49. K What do YOU think?
  • 50. 50 • Economic change. • Modernization. • Maturation. • Generation effects. • Seniority effects. Value Shift
  • 51. "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.”