What do you think are the three to five core values that best describe Americans today- How has this affected advertising?
What do you think are the three to five core values that best describe Americans today? How has this affected advertising?
Consumer behavior depends upon three factors that are emotion, motivation and values. Motivation is affiliated to behavior, emotions refer to feelings and values highlight the belief systems. Motivation is the biggest reason for purchasing behavior. Through an unobservable inner strength that encourages and requires a behavioral feedback and offers particular direction to that feedback is motivation. It takes the advertising company a motive to decide the goal of consumer’s desire, drive to the degree of consumer stimulation by fulfilling the consumer need and want (Sobh & Martin, 2011).
How behaviors impact marketing strategy towards consumer buying power? The customer does not purchase goods in fact they purchase satisfaction or problem solutions. The managers need to find answers to two questions. Who are the buyers of the products and what are the motivating reason for buying? Examples like: spaghetti sauce of the Classico and imported beer of Heineken (Sobh & Martin, 2011).
The biggest impact on consumer buying behavior is the way they perceive the products. For example advertising has a great effect on consumer buying behavior. Values leave a lot of influence on consumers. Values consider as a condition that is opposite to its preferable choice such as youth (CONSUMER-CENTRIC & COLGATE-PALMOLIVE, 2009).
The core values refer to the cultural values shared within the society. There are following core values seen in Americans today and can affect the advertising that are respect, ambitious, helpful, cleanliness and honesty. Value is the one aspect important for collective conception towards desirable needs (Witkowski, 1998).
Marketers have the duty to fulfill desires of multiple stakeholders that are employees, customers, peers, regulators, channel members, investors and the community accomplish the values of professional norms and organizational responsibility towards conveying product messages to the consumers through advertising (Witkowski, 1998).
Bibliography
Witkowski, T. H. (1998). The early american style: a history of marketing and consumer values. Psychology \& Marketing, 15 (2), pp. 125--143.
CONSUMER-CENTRIC, S. A. & COLGATE-PALMOLIVE, C. A. (2009). When a company’s consumer brands are some of the most widely known and used throughout the world, and its success has been driven by a rich two-hundred-year history, sharpening an already successful consumer-oriented culture can be a tall task. but when the core values of the company include caring, global teamwork, and continuous improvement, looking for ways to enhance proven strategies is in the corporate dna. The 2009 Pfeiffer Annual: Leadership Development, 1 p. 295.
Sobh, R. & Martin, B. A. (2011). Feedback information and consumer motivation: the moderating role of positive and negative reference values in self-regulation. European Journal Of Marketing, 45 (6), pp. 963--986.
