Paulina Jaswiec

Martina Dudicova

VALUES & VALUE ORIENTATION

Persistence of Memory, 1932 19

SKIT ART AUCTION

$30,000 – $1 million

Art, manuscripts, diamonds, furniture, brands investments, value, self-image

WHAT JUST HAPPENED?WHERE ARE WE MOVING?

KEY:

Personal- internal (generate behavior) Cultural- external (norms)

Types of values:Ethical/moralConventional/

ideological (religion/politics)

Social Aesthetic

VALUES NUTRIENTS OF SOCIETY

Personal

Cultural

BASIC VALUES

VALUE

Sentimental

Commercial

Functional (utility) Aesthetic

PRODUCT – VALUE - PRICE

PRODUCT - CAR

It drives – functionality 50,000 Kč

FERARRI

………………….

SKODA FAVORIT

VALUE PRICE

5,000,000 Kč

PRICING METHODS

MBA, PHD in Business, & 27 t h most infl uential workplace experts

The Three Signifi cant Periods Which Values are Developed:

Imprint: Birth to 7 years sponges like*absorb and except everything to be true

Modeling: 8- 13 years imitate/mimic *people are mirrors, regurgitating their environments

Socialization: 13- 21 years infl uential*infl uenced by their peers and media *look for ways to break free from previous programming

Every decade…we are sharper…smarter…faster…!

VALUES MORRIS MASSEY INTERPRETATION

HOW VALUES RELATE TO MARKETERS?

Reality:

Fact #1: Media & visual images are influential

Fact #2: Youth being a easy to influence, becomes a easy target to market

Fact #3: Companies realize they have a life time to develop with consumers (keep them engaged)

VALUES LINKING THEORY TO REALITY

Destruction vs non-Destruction

Why should I care? Foundation of your lifeDictate your choicesDetermine life direction

Clarity The better you understand your

very own values, the more receptive you are of others

The same relates to working in marketing (knowing you target market)

YOUR VALUES, YOUR LIFE

Social psychologist & Dutch researcher

Focus: Organizational Culture Mental Programing Value & Value Orientation

Infl uential books:

Culture’s Consequences (values)

Cultures & Organization (mental software)

GEERT HOFSTEDE FOUNDING FATHER

140 different studies 39 countries proved

Culture is an unwritten language: born ‘preprogramed,’ developed by up bring, & reinforced by institutions

Culture directly influence behavior of societies & organization

SIGNIFICANCE OF THE STUDIES

Software of the mind:

1. Universal (human nature)- Basic level shared by all

2. Collective (culture)- shared with some but not all

3. Individual (personality)- unique part

VALUES & CULTURE: MENTAL PROGRAMING

**Two things what expose our mental program is by words, and actions.

The Onion Diagram:

1. Symbols (language, gestures,

objects, pictures)- complex meanings recognized by those who share the culture

2. Heroes (real/fake, dead/alive)- characteristics are used as a model

3. Rituals (activities/ norms)- unnecessary but considered essential

4. Practices- invisible to see, manifests itself to a visual element

5. Values- invisible until seen in behavior. ‘Where are culture manifests into visual elements’

MANUFESTATION OF CULTURE

Social Norms:

Develops, established and reinforces in institutions structure & functions

Evolves within generations

Most effective way of changing mental programs of a individual

Answer: Change the BEHAVIOR 1st

WHY IS THIS IMPORTANT TO

MARKETING

Developed Established

Reinforced

Social Norms Development Cycle

Dr. Elizabeth J. Kunkel: human behaviorist, consumer

behavior

“the major problem of economic development is not the alteration of character, value, or attitude, but the changes of those selected aspects of man’s social environment which are relevant to the learning of new behavior patterns”

ECONOMIC DEVELOPMENT &

MARKETING

Is human behavior random? Yes or NoPersonality is one’s army, that influences the

individuals response to the environment? True or False

Do we all carry the same meaning for a value? Yes or No

Do most people value free things? Yes or No

Why or why not?

QUESTIONS: