Marketing 334 Consumer Behavior Chapter 3 Values From: Consumer Behavior, 10 th edition by Hawkins, Mothersbaugh and Best

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

3-3 Changes in American Cultural Values  Self-Oriented Values  Environment-Oriented Values  Other-Oriented Values

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

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

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

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

Green Marketing (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.

Cause-Related Marketing (CRM) Cause-Related Marketing (CRM) 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!

Marketing to Gay and Lesbian Consumers 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.

3-11 Gender-Based Marketing  Gender Identity versus Gender Roles  Ascribed versus Achievement Roles  Traditional versus Modern Gender Orientation