Download Consumer Behavior

CHAPTER THREE
The Changing American Society: Values
McGraw-Hill/Irwin
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
Consumer Insight 3-1
2
• To what extent are vegetarianism and a
vegetarian orientation influenced by
values?
• In 10 years, will vegetarianism and a
vegetarian orientation be more or less
common than now? Why? Will they ever
become “the norm”? Why or why not?
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3
3
Traditional, Current, and Emerging Values
Self-Oriented
Active
ECT*
Passive
Material
T
C E
Hard work
T
C
Nonmaterial
E
Leisure
Postponed gratification T
E C
Sensual gratification
C E
Humorous
TC
T
E
* T = Traditional, E = Emerging, and C = Current
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3
Immediate gratification
Abstinence
Serious
4
Traditional, Current, and Emerging Values
Environment-Oriented
Maximum cleanliness
Performance
TCE*
T
Minimum cleanliness
E
C
Status
Tradition
E C T
Risk taking
T
Problem solving
T
Admire nature
E
C
Fatalistic
C
* T = Traditional, E = Emerging, and C = Current
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3
Security
CE
E
Change
T
Overcome nature
5
Traditional, Current, and Emerging Values
Other-Oriented
Individual
T
EC*
Limited family
Collective
TEC
Adult
Extended family
T
Competition
T C E
Youth
T
C
Masculine
T
C
EC
Cooperation
E
Age
E
* T = Traditional, E = Emerging, and C = Current
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3
Child
Feminine
6
Green Marketing
• Inventing New ways to conduct business
• Between a rock and a hard place
• Commitment or Politics?
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3
7
Cause-Related Marketing
The application of marketing principles and
tactics to advance a cause such as a:
• Charity
• Ideology
• Activity
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3
Consumer Insight 3-2
8
• Why is there so much demand for SUVs, which are
not environmentally friendly, when American values
strongly support environmental protection?
• Why is demand for hybrid cars such as the Insight
and the Prius so low relative to the demand for an
SUV such as the Excursion?
• How should a company such as Ford balance the
ethics of providing environmentally sound products
with the need to provide consumers with the products
they desire in order to remain profitable?
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3
Marketing to Gay and Lesbian Consumers
9
• Population Estimates:
• Product Issues
• Communication Issues
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3
Gender Roles
10
• Feminism and the role of Women
• Traditional and Modern Orientations
• Who Does the Buying?
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3
Discussion: Green Marketing
11
What are the primary ethical
issues involved in
green marketing?
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3
Discussion: Cause-Related Marketing
12
Cause-related marketing is
done to enhance the firm’s sales
or image. This has caused some
to consider it to be unethical.
What is your position?
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3