Training session.pptx1

Values

Cultural & Ethnic values• Cultural backgrounds influence people's

behavior.

ReligionHistoryLifestyle

Family values

• Strong influence

• Appreciate certain kinds of values

• Human behavior is largely learned.

Individual values

• Environmental influence

• Personal factors such as age, stage of life, occupation, education, income, lifestyle and personality.

• Economical circumstance

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.

Family values• http://

www.youtube.com/watch?v=eYAJ-udUA58

Attitudes

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

HOW?

• arise from knowledge, experiences and environmental impact

• In assessment of new things– how it fits with existing attitudes?

1. Classical conditioning

2. Instrumental conditioning

3. Cognitive learning & model learning

1. Keeping up the image• doing things and buying products that makes us look

good in other peoples eyes

WHY?

2. Profitability• The pleasure or harm that

product gives

“keeps you going”

3. Information value• attitudes help create order and

purpose in life

Stability of attitudes

Attitudes are permanent – but they change within time and experience

Attitudes strengthen effects to the stability

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

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

Changing affects

1. Classical conditioning • trying to “pair” the product with a liked stimulus

2. to get the consumer to like the advertisement

• the main emphasis is on the character, not the product

itself

3. to get products better known - the more a product is advertised

and seen in stores

The factors that contribute to attitude change

1. The principle of reciprocity

• We buy a product to ease our state of mind

2. The principle of scarcity• Limited editions

3. ”source credibility”• Neutral or powerful

authority

4. ”source attractiveness”• Charity collectors

Attitude change campaigns

California:Tobacco controlprogram

Attitude change campaigns

Pepsodent:Don’t let foodstay too long

Attitude change campaigns

Finland:Fragile Childhood

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

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

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

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

The real self

• Add text by clicking

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

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

You are what you consume

What a person buys, drives, eats and wears

defines him or her.

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

Body image

Ideals of beauty

Sizeism

”You can never be too thin or too rich.”

Cosmetic surgery

The loss of self

Correct answers1.= B2. = A3. =B4.= C

5. a) the two sections Inner self (private) Outer self (public)

b) in western cultures Identity defined by his/her social group Independent

c) in eastern cultures Identity defined by the relationships one has Interdependent

6. 1) Individual level Cars, jewelry, clothing

2) Family level A house and its furnishings

3) Community level Neighbourhood

4) Group level A sport team, landmarks