Marketing 334
Consumer Behavior
Chapter 3
Values
From: Consumer Behavior, 10th edition by Hawkins, Mothersbaugh
and Best
Changes in American Cultural Values
Cultural values are widely held beliefs that affirm what is desirable.
Observable shifts in behavior, including consumption behavior, often
reflect underlying shifts in cultural values.
values
Therefore, it is necessary to understand the underlying value shifts in
order to understand current and future consumer behavior.
Changes in American Cultural Values
Self
Self--Oriented Values
Environment
Environment--Oriented Values
Other
Other--Oriented Values
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Changes in American Cultural Values
Self-Oriented Values
 Religious/Secular
 Sensual Gratification/Abstinence
 Postponed/Immediate Gratification
 Hard work/Leisure
 Material/Nonmaterial
 Active/Passive
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Changes in American Cultural Values
Environment-Oriented Values
 Cleanliness
 Tradition/Change
 Risk Taking/Security
 Problem Solving/Fatalistic
 Admire/Overcome Nature
 Performance/Status
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Changes in American Cultural Values
Other-Oriented Values
 Individual/Collective
 Diversity/Uniformity
 Limited/Extended
 Youth/Age
 Competition/Cooperation
 Masculine/Feminine
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Marketing Strategy and Values
 Green Marketing
 Cause
Cause--Related Marketing
 Marketing to Gay and Lesbian Consumers
 Gender
Gender--Based Marketing
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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
Cause-Related Marketing
Cause(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.
Gender--Based Marketing
Gender
 Gender Identity versus Gender Roles
 Ascribed versus Achievement Roles
 Traditional versus Modern Gender Orientation
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