2. Cultural & Ethnic values
• Cultural backgrounds influence people's
behavior.
Religion
History
Lifestyle
3. Family values
• Strong influence
• Appreciate certain kinds
of values
• Human behavior is
largely learned.
4. Individual values
• Environmental influence
• Personal factors such as age, stage of life,
occupation, education, income, lifestyle and
personality.
• Economical circumstance
5. Socioeconomic status
• Business people over
than 32 years in
general appreciate the
quality of their
clothes.
• Business people
without family, for
example young career
builders, appreciate
success in career,
money and health.
9. WHAT?
• integral part of the person's view of the world
• to react on a particular thing in a particular
way
• Stable (in time)
• Cultural
– at worst increase the prejudices
10. HOW?
• arise from knowledge, experiences and
environmental impact
• In assessment of new things
– how it fits with existing attitudes?
18. Stability of attitudes
Attitudes are permanent
– but they change within time and experience
Attitudes strengthen effects to the stability
19. Attitude changes
One main function of advertising is to create
and modify attitudes
Changing attitudes is very difficult
• Attitudes are quiet stable
• consumers suspect marketers
Follow-up
• Important to define at regular intervals
20. Changing beliefs
1. Add new feature
2. Strengthen the
existing feature
3. Increase a strong
feature’s weight
4. Strengthen an
already existing
feature’s popularity
30. The self-concept
• beliefs a person holds about his/hers attributes and
evaluation of those qualities
• Divided into two sections
– Inner self (private)
– Outer self (public)
• Western cultures
– Identity defined by his/her social group
– Independent
• Eastern cultures
– Identity defined by the relationships one has
– Interdependent
31. The self
• Includes
– Self-esteem
• How we see ourselves and react to the image of
ourselves
– The Ideal self
• What he/she would like to be (e.g. more beautiful…)
– The real self
• Refers to the qualities that we actually have or don’t
have
32. Self-esteem
• The positivity of a
person’s self concept
• Often related to
acceptance by others
• Marketing
communications can
influence
– Can trigger a social
comparison
– Dissemination of ideal
images
• Dove
33. The ideal self
• Partly moulded by
elements of the
consumer’s culture
• Heroes serving as
models of
achievements
• Products are seen as
instruments of
becoming something
more
35. The fantasy marketing
• If the gap between the selves is larger than usual
fantasy marketing steps in.
• Many products are successful when they appeal
to consumers’ tendency to fantasize
– Allows us to extend our visions of ourselves
• For example virtual makeovers
36. Multiple selves
• ”We have as many
selves as we do
different social roles.”
• The situation we are in
defines the self we are
– Professional self vs
femme fatale self
– Product choice differs
37. You are what you consume
What a person buys,
drives, eats and wears
defines him or her.
38. The extended self
• All the products a person buys and at the same
time becomes a part of a person’s self
• Individual level
– Cars, jewelry, clothing
• Family level
– A house and its furnishings
• Community level
– Neighbourhood
• Group level
– A sport team, landmarks
45. Correct answers
1.= B 6. 1) Individual level
2. = A Cars, jewelry, clothing
3. =B 2) Family level
4.= C A house and its furnishings
5. a) the two sections 3) Community level
Inner self (private) Neighbourhood
Outer self (public)
4) Group level
b) in western cultures A sport team, landmarks
Identity defined by
his/her social group
Independent
c) in eastern cultures
Identity defined by
the relationships one has
Interdependent
Hinweis der Redaktion
youarewhatyouwearA symbolicbody for the familyA townwhich a person comesfrom
http://xaxii.com/wp-content/uploads/2012/07/filippa-hamilton.jpgThe pressure to beslim Reinforcedbyadvertising and peersMightlead to anorexia/bulimia
