Florida International University American Cultural Values Discussion Discussion 2Mothersbaugh &Hawkins. (2015). Consumer Behavior: Building Marketing Strat

Florida International University American Cultural Values Discussion Discussion 2Mothersbaugh &Hawkins. (2015). Consumer Behavior: Building Marketing Strategy McGraw-Hill Education, 13th ed. Chapter 3 Changes in American Cultural Values_ ADA ready.docxReading from Mothersbaugh and HawkinsReferencing the above reading, identify a city or neighborhood where you lived for an extended period. Based on your personal observations, explain two of the variations of values or cultural factors specific to that area where you lived for an extended period. Select at least two of the variations in values. Bold and underline the two variations you are discussing in your post. Identify marketing approaches used to target these values and cultural factors. (300 words minimum) CHANGES IN AMERICAN CULTURAL VALUES
1.
LO1
Observable shifts in behavior, including consumption behavior, often reflect shifts in cultural
values, widely held beliefs that affirm what is desirable. Therefore, it is necessary to understand the
underlying value shifts to understand current and future consumer behavior. Although we discuss
American values as though every American has the same values, in fact there is substantial variance in
values across individuals and groups. In addition, changes in values tend to occur slowly and unevenly
across individuals and groups. While traumatic events such as the 9/11 attacks and the recent major
recession can produce value shifts, a slow evolution is more common. Caution should be used in
assuming that short-term behavioral or attitudinal changes in response to such events represent longlasting value shifts.
Figure 3–1 presents our estimate of how American values are changing. These are the same values used
to describe different cultures in Chapter 2. It must be emphasized that Figure 3–1 is based on the authors’
subjective interpretation of the American society. You should feel free, indeed compelled, to challenge
these judgments.
FIGURE 3-1 Traditional, Current and Emerging American Values
Self-Oriented Values
1.
LO2
Traditionally, Americans have been active, materialistic, hardworking, religious people inclined toward
abstinence and postponed gratification. Beginning after the end of World War II and accelerating rapidly
during the 1970s and early 1980s, Americans placed increased emphasis on leisure, immediate
gratification, and sensual gratification. While these changes have remained relatively intact, we discuss
what role, if any, the most recent recession (dubbed by some as the Great Recession) has had on
specific values such as materialism and immediate gratification.
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Religious/Secular America is basically a secular society. A religious group does not control the
educational system, government, or political process, and most people’s daily behaviors are not guided
by strict religious guidelines. Nonetheless, roughly 82 percent of American adults claim a religious
affiliation, 30 percent claim to attend a religious service at least once a week, and 54 percent state that
religion is very important in their lives.3
While Americans often profess to be more religious than their behaviors would suggest, religious-based
beliefs do influence decisions.4 Many Americans for whom religion is especially important are
conservative in their beliefs. They are quite active politically and as consumers. Their political activism
involves attempts to regulate various marketing activities, including products (particularly “sin” products
such as liquor, gambling, and pornography) and advertising.5 Their consumption patterns include both
positive consumption (purchasing religious objects and books) and negative consumption (avoiding or
boycotting products and companies).
Although conservative religious groups generate substantial publicity and have considerable political
power, the culture remains relatively secular. Indeed, increasing secularism is cited as one reason for the
increase in interfaith marriages.6 However, it is estimated that the devoutly religious make up 25 percent
of the U.S. population.7 And advertising to this group requires a nuanced approach—advertisers can’t
simply put a religious symbol on all products and think that it will have a positive effect. Only when there
is a product-religion match (e.g., a counseling center) does the inclusion of a religious symbol such as a
cross have a positive influence on purchasing. When there is a perceived lack of fit (e.g., alcohol), the
inclusion of a religious symbol has a negative effect. In addition, the more religious a person is, the more
pronounced these effects are.8 We treat religion and its impact on our society in considerable depth
in Chapter 5 when we discuss subcultures.
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Sensual Gratification/Abstinence
Closely tied to America’s traditional religious orientation was a
belief in the virtue of abstinence. As American society became more secular, sensual gratification
became more acceptable. This trend appears to remain strong, even as consumer and government
agencies have tried to push back and curb violence, indecency, and nudity in such venues as ads,
movies, and video games.9 For example, Axe body spray is the number one brand in its category and
relies heavily on sex appeals targeting young men. And while the United States is not the highest in its
use of nudity in ads, it outranked Brazil, China, South Korea, and Thailand in a recent study. However,
the effectiveness of sexual appeals in ads depends on viewer gender. Men tend to react more positively
than women to sex appeals involving female nudity. However, women with more liberal attitudes toward
sex view sexually explicit ads just as positively as men.10
Other evidence of the greater value placed on sensual gratification comes from a recent study showing
that one of the biggest value shifts in the United States is in the greater importance placed on fun and
excitement. That is, people today, more than ever, want to lead a “pleasurable, happy life; to experience
stimulation and thrills.”11 The food industry certainly relies on consumer desires for sensual gratification by
selling the pleasure, happiness, and thrills that various foods can deliver. According to one Pepperidge
Farm executive, their premium cookies offer a “small indulgence anytime, anywhere.” 12
Illustration 3–1 shows an ad for TBP4Men, that appeals to sensual gratification. How do you feel this ad
would be received by men? By women?
ILLUSTRATION 3-1American
culture values sensual gratification. Products and ads based
on this appeal such as TBD4Men are generally well received but can cause problems
when they go too far.
Postponed/Immediate Gratification In line with the value they generally place on sensual
gratification, Americans seem unwilling to delay pleasures, even in the face of discomfort over spending
levels and debt. For a time, there was hope that the Great Recession would usher in a new frugality
among consumers and a willingness to postpone gratification by delaying or eliminating purchases. And,
to some degree, it has. Americans are now saving more and paying down debt. However, recently these
trends have begun to recede as once again U.S. consumers get back to “spending as usual.” Consider
the following quote:
The truth is that spending may be hard to contain. Entire generations of consumers have grown up with
the idea of instant gratification and the credit culture that comes with it.13
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It is really quite difficult, therefore, to say whether U.S. consumer values relating to instant gratification
have truly been affected (it does appear that they have somewhat, as represented in Figure 3–1), or
whether the behavioral changes related to spending and saving had more to do with the economic
constraints imposed by the recession. As a consequence, we show an emerging trend back toward
instant gratification more in line with pre-recession levels moving forward.
Material/Nonmaterial Americans have maintained a strong material orientation. An outcome of
America’s focus on materialism is a consumption-driven society. As we will see, Americans are working
longer hours, in part, to afford material possessions. That is, Americans are trading time and energy for
things and services such as cars and travel. One factor found to influence materialism is television. As
one group of researchers note:
Television is a powerful medium … consumers often use information from television to construct
perceptions of social reality including the prevalence of affluence. Heavier viewers tend to believe luxury
products and services to be more commonplace than they actually are. 14
As we have seen, the recent recession has curtailed spending to some degree. However, at least some
of that frugality appears to have been more economically than value-related. Indeed, one expert notes
that consumers are going through “frugality fatigue,” which suggests that consumers are acting due to an
external constraint more than an internal value change. And, consider the following quote from a young
woman who simply got fed up with trying to save and began spending again, which led to her eviction and
caused her to have to move back in with her parents:
After awhile, I just decided, “Screw it. I need some new clothes. I’m going to get them.” My mamma’s not
happy, but I don’t care. You stop spending and you stop living.15
While materialism appears to be the norm, a movement away from materialism in the United States is
occurring among a select group of consumers. Role overload, burnout, and emotional exhaustion are
causing some to rethink priorities and simplify their lives. Consider the following:
I had all the stuff that was supposed to make me successful—my car and my clothes, the house in the
right neighborhood and belonging to the right health club. All the external framework was excellent and
inside I kind of had this pit eating away at me.16
Consumers’ efforts to reduce their reliance on consumption and material possessions have been
termed voluntary simplicity. Voluntary simplicity can span a continuum from minor life adjustments and
reduced spending to drastic lifestyle adjustments, including downsized jobs, incomes, houses, and
spending. The key is that it is a conscious and voluntary decision, not one brought on by economic
necessity. Major factors in the decision to simplify appear to be reduced stress and increased life
satisfaction, although other motivations, including environmentalism, can be involved. While the voluntary
simplicity movement appears to represent a relatively small proportion of the U.S. population, its growth
certainly holds economic and marketing consequences, including the market for secondhand products
and green products.17
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Hard Work/Leisure Americans continue their strong tradition of hard work, leading much of the
industrialized world in hours worked. Average weekly hours worked is around 40 for full-time workers,
with 24 percent of workers clocking more than 40 hours per week. The percentage of married women
who work outside the home for wages has increased almost 50 percent since 1970, from 41 to 61 percent
of all married women.18 Americans work long hours for many reasons. One is clearly their material
orientation. Americans work to have such things as a large home, two cars, and a nice vacation. Others
work long hours because they lack the skills or job opportunities to provide even a moderate lifestyle
without doing so. However, Americans also work long and hard because work is meaningful and valuable
to them, in part because of the self-esteem and respect they gain from the work they do.19
Partly in response to the increase in work hours, the value placed on work relative to leisure has dropped
over the past several decades. Clearly work is still important, and higher unemployment during the recent
recession has put this into even greater perspective. However, a recent study finds that for working
women with children, the percentage who indicated that full-time work was ideal for them has decreased
by 11 percent since 1997, while the percentage who indicated part-time work was ideal for them has
increased by 12 percent.20 And yet, over two-thirds of married women with children work outside the
home for wages. Together, these statistics suggest such factors as time pressures and role conflict
associated with the fact that work competes with other important aspects of one’s life. This opens up
opportunities for marketers who can deliver convenience. Still, we can’t seem to get away from work. One
study finds that between 51 and 65 percent of U.S. workers with work e-mail check it during off hours
including nights, weekends, and while on vacation.21 Thus, we have a situation in which hard work and
leisure are both valued (often by the same people) and commingled in people’s lives.
Active/Passive Americans continue to value an active approach to life. Although less than half of all
American adults exercise regularly, most Americans take an active approach to both leisure and problemsolving activities. Television viewing as a primary form of entertainment has dropped sharply from its peak
in the mid-1980s (young men [18 to 24 years of age] seem to be moving away from TV faster than any
other group).22 Alternative activities, including surfing the net, sports, cooking, and gardening, are
popular. And the amount of time children spend in scheduled activities continues to increase. 23 The
following quote illustrates that Americans differ on this value, but most would agree more with the second
speaker than the first.
My idea of a vacation is a nice oceanfront resort, a beach chair, and a piña colada.
Mine too. For a day or two. Then I’d go bug spit. I’d feel like I was in prison. I’d do something.24
Illustration 3–2 describes how Club Med has 71 worldwide resorts designed for active leisure.
ILLUSTRATION 3-2This
Club Med ad is consistent with American values for leisure,
activeness, sensual gratification, and risk taking.
Environment-Oriented Values
1.
LO2
Environment-oriented values prescribe a society’s relationship with its economic, technical, and physical
environments. Americans have traditionally admired cleanliness, change, performance, risk taking,
problem solving, and the conquest of nature. While this cluster of values remains basically intact, there
are some important shifts occurring.
Cleanliness Americans have long valued cleanliness. This strong focus seems to be declining
somewhat, particularly in terms of our homes. Likely due to increased time demands caused by work,
messier homes are more acceptable.25 However, such shifts don’t appear to suggest major changes. The
popularity of TV shows like Mission: Organization on HGTV suggests that while Americans may accept
messier homes, they are not happy about them. This obviously presents marketing opportunities.26 For
example, the development of robotic vacuum cleaners such as iRobot’s Roomba taps the desire for
cleanliness while offering much-needed convenience and time savings.
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Personal hygiene, another aspect of cleanliness, remains very important to most Americans. One study
shows that antibacterial hand sanitizers such as Purell are an important part of the arsenal of products
carried around by mothers.27 Illustration 3–3 demonstrates how Clorox emphasizes cleanliness which is
in line with the importance that Americans place on personal hygiene.
ILLUSTRATION 3-3Americans
continue to place a high value on cleanliness, as this Clorox
ad demonstrates.
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Tradition/Change Americans have always been very receptive to change. New has traditionally been
taken to mean improved. While still very appreciative of change, Americans are now less receptive to
change for its own sake. New-product recalls, the expense and the failure of various government
programs, and the energy required to keep pace with rapid technological changes are some of the
reasons for this shift. Another reason is the aging of the American population. As we will see in the next
chapter, the average age of the population is increasing, and people generally become somewhat less
accepting of change as they age. Still, much of America continues to embrace change, as evidenced by a
growing segment of workers that one expert calls the creative class. The creative class includes those
who work in such professions as architecture, science, engineering, and health care as well as business
and who generate new ideas and technologies for a living or engage in complex problem solving. This
group now constitutes about 33 percent of the workforce, compared with just 10 percent in 1900. Fiat, in
re-launching its brand in the United States, indicated that they were targeting the creative class with a
campaign heavy on digital, viral, and event-marketing approaches they felt would work best with this
segment.28
Risk Taking/Security Americans’ risk-taking orientation seems to have changed somewhat over time.
There was an increased emphasis on security during the period from 1930 through the mid-1980s. This
attitude was a response to the tremendous upheavals and uncertainties caused by the Depression, World
War II, and the cold war. However, risk taking remains highly valued and is gaining appreciation as
Americans look to entrepreneurs for economic growth and to smaller firms and self-employment to obtain
desired lifestyles. Figure 3–1 indicates that there seems to currently be a greater emphasis on security,
driven at least in part by the recent economic recession. However, a long-term study of the importance
that Americans place on security shows that the desire for security has seen one of the largest declines
over the last several decades. This suggests that the short-term focus on security may give way once
again to risk taking as the economy recovers.29
Problem Solving/Fatalistic Americans take great pride in being problem solvers, and as we saw
earlier, as a percentage of the workforce, problem solvers and creative types are on the increase. By and
large, Americans believe that virtually anything can be fixed given sufficient time and effort. For example,
even in the midst of the recent recession, nearly two-thirds of Americans agreed that “[a]s Americans, we
can always find ways to solve problems.”30 Marketers introduce thousands of new products each year
with the theme that they will solve a problem better than existing products will. We will examine the results
of this value later in this chapter in the sections on green marketing and cause marketing.
Admire/Overcome Nature Traditionally, nature was viewed as an obstacle. Americans attempted to
bend nature to fit their desires without realizing the negative consequences this could have for both
nature and humanity. However, this attitude has shifted dramatically over the past 30 years.
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Experts have been concerned that environmentalism is dead. Some cite the fact that the percentage of
Americans who call themselves environmentalists dropped from 73 to 47 percent between 1990 and
2000. Part of the decline may be real, but part of the decline may simply be in how people
define environmentalism. For example, a recent Gallop Poll shows that 80 percent of Americans are
active or sympathetic to environmentalism (21 percent “active”; 49 percent “sympathetic” but not active).
This puts active participation up by five percentage points since 2000. Here are other indications that
concern for the environment among Americans remains strong and may be on the rise:
?
?
?
?
Eighty-three percent report changing their lifestyle to protect the environment.
Recycling (89 percent), energy reduction (85 percent), and environmentally friendly purchases (70
percent) remain strong.
Sixty-seven percent say that “even in rough economic times, it is important to purchase products
with social and environmental benefits.”
Fifty-one percent report being willing to pay more for products with environmental benefits. 31
Table 3–1 shows eight segments, identified by IRI/TNS, based on consumer attitudes and behaviors
toward the environment.32
TABLE 3-1
Shades of Green Segmentation™ Scheme by IRI/TNS
Eco-Centrists (16 percent): Highly committed to and concerned about environment. Beliefs reflected in their
consumption behaviors across a wide range of products will pay more for eco-friendly products. Cynical about
corporate green efforts—viewed as merely marketing tactics. High education and income; Urban South and West.
Respectful Stewards (7 percent): Most highly concerned about environment. Beliefs reflected in their consumption
behaviors. Will pay more for eco-friendly products. Not c…
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