Values

Values are our ideas about what is desirable, we establish belief systems upon these. We decide what our values are, based upon individual, social and cultural forces. Values tend to transend specific situations and they guide the way people behave. They are linked to related goals that the person wants to achieve, if a person values excitement then they are likely to set goals that will help them lead a more exciting life, for example they may choose to be very spontaneous and live for the here and now (perhaps affecting their impulse purchasing). This living for the moment behaviour will affect every aspect of their lives.




Values can vary from person to person and manifest in different ways. However Kahle suggests there are 9 values that are commen amoungst the masses.

1.Self Respect 2.Excitement 3. Being well respected 4.Self-fulfillment 5.Sense of accomplishment 6.Warm relationship with others 7.Security 8.Fun and enjoyment 9.Sense of belonging


Each of these represents a terminal value (end state). This is what you ultimatly want to achieve. We all go about achieving these end states in different ways.

We all have some of these values but we hold some in higher regard than others. For some self respect is everything where as for others fun and enjoyment is all that really matters. Makes life kind of interesting doesn't it?



Guess which one represents self respect............ Thats right its Kendra Wilkinson, any self respecting person wouldnt be caught dead in those glasses, come on Ghandi, they are soooooo 1935.

If marketers can understand consumer values and motives they can then manipulate these values in order to make products appeal to them. For example a product promising "a real challenge to the mind" is appealing to consumers who have a sense of accomplishment as an end state.



Marketeers can position a product as a means to achieve an end state, thus increasing the likelyhood of purchase. For example a nutrition company may advertise a protein shake saying "6 pack in 6 weeks". This will cause the customer to associate the product with their goal (fitness) and thus as a means to achieve their end state, in this case perhaps a sense of accomplishment.




Laddering is a commenly utilised technique that allows a link to be made between functional product attributes and desired end states.

1.Concrete attributes 2.Abstract attributes 3. Functional consequences 4.Psychological consequences 5. Instrumental values 6. Terminal values

Here it is using a protein shake as the example product.

Protein Shake---->High Protein------>Muscle anabolism---->Get bigger and stronger------>Look better naked----->Self-Esteem

It is clear that a solid understanding of consumer values and a strategy that implements this theory is a very effective way to sell products. It may be challenging and expensive to gain the information but the juice is worth the squeeze.

Thats all on values, on to the next blog!