Consumer, Consumption, Media Meeting 12

Consumer Values Value = single belief that guides actions; enduring standard; learned (freedom, equality, fairness, religion) Terminal - end-state; core values Beauty Instrumental - modes of conduct to reach end-state Soft, clean hair

Culture-specific research Differences in ranking of values Terminal values of one may be instrumental values of another A value may not exist in another culture Age and country-specific preferences Indian and Japanese studies

Marketing Value Branding adds value to products Consumer value systems: 1.Central values: core to individual system 2.Domain-specific - acquired in specific situations or activities 3.Product-specific - evaluations of product attributes

Toothpaste Associations AttributesBenefits Values Sugarlessprevents cavities security Bleachclean, white self-confidence Low price saves money thrift Natural no additives health

Values and Choice 1.Functional - satisfaction from attributes; satisfies needs (culture bound) 2.Social - reference group, class, opinion leadership; symbolic 3.Emotional - emotions driving choice 4.Epistemic - curiosity arousal, knowledge 5.Conditional - temporary functional or social; specific circumstances

Reference Group Need for: Help, friendship Status Warmth and security Power Gender relations Influencers of buying behavior

Decision Making Internal locus of control - inner directed; low-context cultures External locus of control - outer directed; high context cultures Trust in company and brand necessary

Time Orientation and Decision Making Strong uncertainty avoidance causes postponed decisions; manana syndrome Efficiency and time-saving appeals used for individualistic cultures Catholic / Latin cultures overstate intentions to buy - collectivists don’t like to say no

Decision-Making Units Feminine cultures - reaching consensus is important; everyone must be allowed to share opinions Masculine cultures - decisiveness and expedience valued Opinion leaders - elders, experts Diffusion of Innovations (early adopters) Brand loyalty - collectivist countries Needs - functional vs. social (bike)

Maslow, Motivation Hierarchy of needs - self-actualization is individualistic US motive Esteem, is male, social, safety is female Attitude allows favorable or unfavorable response Motivation theories based on Freud’s idea of anxiety (German culture)

Communication Styles 1.Context - information surrounding event High use indirect comm, less copy, more symbols Low use more copy, arguments, facts Western nations going to high tactics, putting information on the Internet 2.Mode - way message is delivered Individualistic cultures use direct Collectivist use indirect

Verbal Styles 1.Direct/indirect - sell or suggest 2.Elaborate /distinct - economy of words 3.Personal vs role-centered (status/occup) 4.Instrumental - sender oriented; low context / affective - receiver oriented; high context

Advertising Models 1.Sales-response - short-term, Western 2.Persuasion - individualistic 3.Involvement - relationship building 4.Awareness - differentiation, crosses borders 5.Emotions -promote positive attitude, create brand loyalty; collectivist, feminine cultures 6.Likability - entertainment; capitalistic 7.Symbolism - turn brand into symbol

Brand as Cultural Hero Villain - comparative ad, Irish market chain Donor - generosity - United lounges Helper - main benefit, Crest cavity fighter Sought-for-person - helps change situation; Apple is friendlier than PC Dispatcher - information or advice; Financial Service Hero - Volvo provides safety False-hero - underdog; Avis #2