3-1 CHAPTER 3 THE CHANGING AMERICAN SOCIETY: VALUES.
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CHAPTERCHAPTER 33
THE CHANGING THE CHANGING AMERICAN AMERICAN SOCIETY: SOCIETY: VALUESVALUES
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Consumer Behavior In The News…Consumer Behavior In The News…
Can You Rank the Top 3 Homebuyer Groups?Can You Rank the Top 3 Homebuyer Groups?
Single MalesSingle Males
Single FemalesSingle Females
Married CouplesMarried Couples
Source: J. Lisle, “Single Women Become A Force in Home-Buying,” The Wall Street Journal (WSJ.com), February 20, 2006.
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Consumer Behavior In The News…Consumer Behavior In The News…
You were correct if you said:You were correct if you said:
1.1. Married Couples (59%)Married Couples (59%)
2.2. Single Females (21%)Single Females (21%)
3.3. Single Males (11%)Single Males (11%)
According to a Harvard Research Specialist:According to a Harvard Research Specialist:
““Women are not seeing marriage as a first step to Women are not seeing marriage as a first step to buying a home…”buying a home…”
Source: J. Lisle, “Single Women Become A Force in Home-Buying,” The Wall Street Journal (WSJ.com), February 20, 2006.
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Changes in American Cultural ValuesChanges in American Cultural Values
Cultural valuesCultural values are widely held beliefs that affirm what is desirable.
Observable shifts in behavior, including consumption behavior, often reflect underlying shifts in cultural valuescultural values.
Therefore, it is necessary to understand the underlying value shiftsvalue shifts in order to understand current and future consumer behavior.
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Changes in American Cultural ValuesChanges in American Cultural Values
Self-Oriented ValuesSelf-Oriented Values
Environment-Oriented ValuesEnvironment-Oriented Values
Other-Oriented ValuesOther-Oriented Values
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Changes in American Cultural ValuesChanges in American Cultural Values
Reflect a society’s view of the appropriate Reflect a society’s view of the appropriate relationships between individuals and relationships between individuals and groups within that society.groups within that society.
Self-Oriented Values
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Changes in American Cultural ValuesChanges in American Cultural Values
Self-Oriented Values
Religious/SecularReligious/Secular
Sensual Gratification/AbstinenceSensual Gratification/Abstinence
Postponed/Immediate Gratification Postponed/Immediate Gratification
Hard work/LeisureHard work/Leisure
Material/NonmaterialMaterial/Nonmaterial
Active/PassiveActive/Passive
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Changes in American Cultural ValuesChanges in American Cultural Values
Religious/SecularReligious/Secular
Self-Oriented Values
America is basically a secular society.
A religious group does not control the education system, government, or political process and most Americans’ daily behaviors are not guided by strict religious guidelines.
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Changes in American Cultural ValuesChanges in American Cultural Values
Sensual Gratification/AbstinenceSensual Gratification/Abstinence
Self-Oriented Values
Early traditional America favored a more religious belief in the virtue of abstinence, but as America became more secular, sensual gratification became increasingly acceptable.
Today, sensual gratification is somewhat less acceptable than in the recent past. While still perfectly acceptable to consume products for pleasure, the range of products and occasions for consumption has narrowed over time.
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Changes in American Cultural ValuesChanges in American Cultural Values
Postponed/Immediate GratificationPostponed/Immediate GratificationSelf-Oriented Values
Americans are seemingly unwilling to delay pleasure.
Virtually all major purchases are made on credit, and many of these involve credit card debt that is extremely expensive.
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Changes in American Cultural ValuesChanges in American Cultural Values
Hard work/LeisureHard work/Leisure
Self-Oriented Values
Americans continue their strong tradition of hard work, leading much of the industrialized world in hours worked.
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Changes in American Cultural ValuesChanges in American Cultural Values
Material/NonmaterialMaterial/Nonmaterial
Self-Oriented Values
There is a strong material orientation in America, which has formed America into a consumption-driven society.
Americans are working longer hours, in part, to afford material possessions! BUT…
Voluntary Simplicity - there is evidence of role overload, burnout, and emotional exhaustion, causing some to rethink their priorities and try to simplify their lives.
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Changes in American Cultural ValuesChanges in American Cultural Values
Active/PassiveActive/Passive
Self-Oriented Values
Americans value an active approach to life.
Although less than half of all American adults exercise regularly, they take an active approach to both leisure and problem-solving activities.
Children spend increasing amounts of time in scheduled activities.
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Changes in American Cultural ValuesChanges in American Cultural Values
Prescribe a society’s relationship to its Prescribe a society’s relationship to its economic and technical as well as its economic and technical as well as its physical environment.physical environment.
Environment-Oriented Values
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Changes in American Cultural ValuesChanges in American Cultural Values
Environment-Oriented Values
CleanlinessCleanliness
Tradition/ChangeTradition/Change
Risk Taking/SecurityRisk Taking/Security
Problem Solving/FatalisticProblem Solving/Fatalistic
Admire/Overcome NatureAdmire/Overcome Nature
Performance/StatusPerformance/Status
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Changes in American Cultural ValuesChanges in American Cultural Values
CleanlinessCleanliness
Environment-Oriented Values
Americans have long valued cleanliness, especially personal hygiene.
A recent study shows that anti-bacterial hand sanitizers such as Purell are a new additional to the arsenal of products carried around by mothers.
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Changes in American Cultural ValuesChanges in American Cultural Values
Tradition/ChangeTradition/Change
Environment-Oriented Values
Americans have always been very receptive to change.
New has traditionally meant improved! American society has remained appreciative of change, but now less so just for the sake of change. Why? The aging population, who are generally less accepting of change.
However, the creative class, those who work in professions that generate new ideas and technologies accounts for an impressive 33% of the work force.
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Changes in American Cultural ValuesChanges in American Cultural Values
Risk Taking/SecurityRisk Taking/Security
Environment-Oriented Values
Americans have developed more of a risk-taking approach into the 21st century than had occurred throughout much of the 20th century.
Previously, security was emphasized, stemming from the Depression, WWII, and the Cold War.
Now, Americans are embracing increased risk-taking behavior such as space travel!
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Changes in American Cultural ValuesChanges in American Cultural Values
Problem Solving/FatalisticProblem Solving/Fatalistic
Environment-Oriented Values
Americans take pride in being problem solvers, with most believing that virtually anything can be accomplished given sufficient time and effort.
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Changes in American Cultural ValuesChanges in American Cultural Values
Admire/Overcome NatureAdmire/Overcome Nature
Environment-Oriented Values
Traditionally, nature was viewed as an obstacle.
Americans attempted to bend nature to fit their desires without realizing the negative consequences.
However, this attitude has shifted dramatically over the past 30 years.
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Changes in American Cultural ValuesChanges in American Cultural Values
Performance StatusPerformance Status
Environment-Oriented Values
Americans are shifting back toward a focus on performance rather than status.
Consumers are still willing to buy “status” brands, however, these brands must provide style and functionality in addition to a prestigious name.
This has resulted in stores competing on a combination of price, service, and quality.
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Changes in American Cultural ValuesChanges in American Cultural Values
Reflect a society’s view of the appropriate Reflect a society’s view of the appropriate relationships between individuals and relationships between individuals and groups within that society.groups within that society.
Other-Oriented Values
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Changes in American Cultural ValuesChanges in American Cultural Values
Other-Oriented Values
Individual/CollectiveIndividual/Collective
Diversity/UniformityDiversity/Uniformity
Limited/ExtendedLimited/Extended
Youth/AgeYouth/Age
Competition/CooperationCompetition/Cooperation
Masculine/FeminineMasculine/Feminine
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Changes in American Cultural ValuesChanges in American Cultural Values
Individual/CollectiveIndividual/Collective
Other-Oriented Values
A strong emphasis on individualism is one of the defining characteristics of American society, expressing an attitude of “do your own thing.”
This value affects incentive systems for salespeople, advertising themes, product design, and customer complaining behavior.
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Changes in American Cultural ValuesChanges in American Cultural Values
Youth/AgeYouth/Age
Other-Oriented Values
American culture has embraced youth throughout its history, valuing such characteristics as physical strength, stamina, youthful vigor, and imagination.
Therefore, youth appeals in American ads continue to overshadow appeals to age and tradition.
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Changes in American Cultural ValuesChanges in American Cultural Values
Competition/CooperationCompetition/Cooperation
Other-Oriented Values
America has long been a competitive society, and this is reflected in its social, political, and economic systems.
Successful competitors in business, entertainment, and sports are often rewarded with staggering levels of financial compensation.
It is no wonder that America was one of the first countries to allow comparative advertising.
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Gender-Based MarketingGender-Based Marketing
Gender Identity versus Gender Roles Gender Identity versus Gender Roles
Ascribed versus Achievement RolesAscribed versus Achievement Roles
Traditional versus Modern Gender OrientationTraditional versus Modern Gender Orientation
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Gender-Based MarketingGender-Based Marketing
Gender identityGender identity refers to the traits of femininity (expressive traits) and masculinity (instrumental traits). Individuals have varying levels of each trait.
Gender rolesGender roles are the behaviors considered appropriate for male and females in a given society.
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Gender-Based MarketingGender-Based Marketing
Types of Gender RolesTypes of Gender Roles
1.1. Ascribed roleAscribed role is based on an attribute over which the individual has little or no control.
2.2. AchievementAchievement rolerole is based on performance criteria over which the individual has some degree of control.
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Gender-Based MarketingGender-Based Marketing
TraditionalTraditional
Traditional versus Modern Gender OrientationTraditional versus Modern Gender Orientation
A marriage with the husband assuming the responsibility for providing for the family and the wife running the house and taking care of the children.
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Gender-Based MarketingGender-Based Marketing
Traditional versus Modern Gender OrientationTraditional versus Modern Gender Orientation
ModernModern
A marriage where husband and wife share
responsibilities. Both work, and they share
homemaking and child care.
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Gender-Based MarketingGender-Based Marketing
Gender roles in the U.S. are shifting, both genders making many purchase decisions.
Example: Today, women influence 80% of all vehicles sold.
Implications for dealerships and sales training?
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Gender-Based MarketingGender-Based Marketing
Marketing Segmentation Based on Role Identity Marketing Segmentation Based on Role Identity
Product StrategyProduct Strategy
Marketing CommunicationsMarketing Communications
Retailing StrategyRetailing Strategy
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Gender-Based Marketing
Market Segmentation
Neither the women’s nor men’s market is homogeneous.
The following female segments provide an example of the diverse nature of the adult female population:
1.1. Traditional housewifeTraditional housewife
2.2. Trapped housewifeTrapped housewife
3.3. Trapped working womanTrapped working woman
4.4. Career working womanCareer working woman
The male market is also diverse in both its attitudes and behaviors toward gender roles, work, and household chores.
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Gender-Based Marketing
Product Strategy
Many products are losing their traditional gender typing.
The expanding wealth, independence, purchase power, and time pressure of women makes them an important target market.
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Gender-Based Marketing
Retail Strategy
Men are increasingly shopping for household and other products traditionally purchased by females, and females are shopping for “masculine” products such as lawn mowers and power tools.
Retailers have begun showing very masculine men shopping for household products and carry power tools targeted at women.
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