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
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
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
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