1. Values

2. Cultural & Ethnic values
• Cultural backgrounds influence people's
behavior.
Religion
History
Lifestyle

3. Family values
• Strong influence
• Appreciate certain kinds
of values ​
• Human behavior is
largely learned.

4. Individual values
• Environmental influence
• Personal factors such as age, stage of life,
occupation, education, income, lifestyle and
personality.
• Economical circumstance

5. 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.

7. Family values
• http://www.youtube.com/watch?v=eYAJ-
udUA58

8. Attitudes

9. 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

10. HOW?
• arise from knowledge, experiences and
environmental impact
• In assessment of new things
– how it fits with existing attitudes?


11. 1. Classical
conditioning

12. 2. Instrumental conditioning

13. 3. Cognitive learning &
model learning

14. WHY?
1. Keeping up the image
• doing things and buying products that makes us look
good in other peoples eyes

16. 2. Profitability
• The pleasure or harm that
product gives
 “keeps you going”

17. 3. Information value
• attitudes help create order and
purpose in life

18. Stability of attitudes
Attitudes are permanent
– but they change within time and experience
Attitudes strengthen effects to the stability

19. 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

20. 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

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

22. 2. to get the consumer to like
the advertisement
• the main emphasis is on the
character, not the product
itself

23. 3. to get products better known
- the more a product is advertised
and seen in stores

24. The factors that
contribute to attitude change
1. The principle of
reciprocity
• We buy a product to
ease our state of mind

25. 2. The principle of scarcity
• Limited editions

26. 3. ”source credibility”
• Neutral or powerful
authority
4. ”source attractiveness”
• Charity collectors

27. Attitude change campaigns
California:
Tobacco control
program

28. Attitude change campaigns
Pepsodent:
Don’t let food
stay too long

29. Attitude change campaigns
Finland:
Fragile Childhood

30. 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

31. 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

32. 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

33. 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

34. The real self
• Add text by clicking

35. 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

36. 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

37. You are what you consume
What a person buys,
drives, eats and wears
defines him or her.

38. 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

39. Body image

40. Ideals of beauty

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

42. Cosmetic surgery

43. The loss of self

45. Correct answers
1.= B 6. 1) Individual level
2. = A Cars, jewelry, clothing
3. =B 2) Family level
4.= C A house and its furnishings
5. a) the two sections 3) Community level
Inner self (private) Neighbourhood
Outer self (public)
4) Group level
b) in western cultures A sport team, landmarks
Identity defined by
his/her social group
Independent
c) in eastern cultures
Identity defined by
the relationships one has
Interdependent