Cultural Differences of Values
The “rankings” of these cultural core values are known as their VALUE SYSTEM. Below are some examples of how different cultures rank three core values:
• A sense of belonging: Germany 28.6%, USA 7.9% France 1.7% and Japan 2.3%
• Fun and enjoyment in life: Germany 10.1%, USA 4.5%, France 16.6% and Japan 7.5%
• Warm relationships with others: Germany 7.9%, USA 16.2%, France 17.7% and Japan 27.6%
So my little extraterrestrial friends, these differences would conclude that Germans just want to be liked; France likes the spice of life and Japan likes to be on good terms with everyone. When learning the beliefs and behaviours of your own culture is called ENCULTURATION and in contrast, and a great use to global marketers, (and visiting aliens), the learning of other cultures value systems is called ACCULTRATION. One company that expressed this well through “world’s local bank” campaigns was HSBC:
So we learn inherit our values through culture but there is another way; through our own life experiences. Life events have an impact on the values we keep ourselves, for example someone of my age living through the 9/11 attacks would influence the concern for security. Living through recessions would impact the values concerning money and financial stability. For those who are older and lived through the swinging 60’s, values may lie more in life philosophy and the wellbeing of others. Then form here you can also look at people’s personal experiences. Something such as experiencing a loved one through smoking might impact someone’s values on self-respect and health.
The Ladder Effect
This is where our purchases are motivated by our desired end-state, aka, values. The best way to demonstrate this is through the really annoying game your younger brother/sister plays by constantly polluting your ears with the words “WHY?” Bear with me.
You have bought a new car..why?
Because you wanted a hybrid..why a hybrid?
Because hybrids produce less harmful pollution...why is this important to you?
Because you want to do your part in preserving the environment. This is your end-state; your ultimate value of accomplishing something is the drive to buy a hybrid car.
Marketers go for your Achilles Heel
Yes it’s true, Marketers, the cleaver little masterminds have yet again figured out a way to use and abuse and the exploit further your Achilles heels (concerns and values). For example when marketers look at awkward unsure teenagers they see their main concerns are with the end state of warm relations with others and in particular that boy or girl they really, really fancy. How have marketers used this to their profitable advantage? Well you only have to buy wrigleys extra chewing gum of course!..
Well who the heck said that money can’t buy you happiness? According to all of these marketers have just promised you friends, a girlfriend and a new job providing financial security!
Feeling slightly embarrassed that this strategy of exploiting your values in such an obvious way works? You should be. You see when you show a marketer your desired end-state, all they see is a Unique Selling point a market position.
But it wasn’t always like this.
Well no, our values weren’t always the same; look back at the 1950’s where American High Schools would have good housekeeping taught in textbooks. A perfect example of a cultures core values being bestowed through education to its society. A women’s’ values were to be concerning the happiness of her husband, the cleanliness of her house and the taking care of her children. Need to know more? Well here are the top 10 tips to be the sickeningly perfect housewife in the 1950’s...yes guys 1950’s, ask any woman today to follow this way of life and life won’t be worth living:
1. Have dinner ready: Plan ahead, even the night before, to have a delicious meal on time.
This is a way of letting him know that you have been thinking about him, and are concerned about his needs. Most men are hungry when they come home and the prospects of a good meal are part of the warm welcome needed.
2. Prepare yourself: Take 15 minutes to rest so you will be refreshed when he arrives. Touch up your make-up, put a ribbon in your hair and be fresh looking.
He has just been with a lot of work- weary people. Be a little gay and a little more interesting. His boring day may need a lift.
3. Clear away the clutter. Make one last trip through the main part of the house just before your husband arrives, gathering up school books, toys, paper, etc. Then run a dust cloth over the tables.
Your husband will feel he has reached a haven of rest and order, and it will give you a lift, too.
4. Prepare the children: Take a few minutes to wash the children's hands and faces if they are small, comb their hair, and if necessary, change their clothes.
They are little treasures and he would like to see them playing the part.
5. Minimize the noise: At the time of his arrival, eliminate all noise of washer, dryer, dishwasher or vacuum. Try to encourage the children to be quiet.
Be happy to see him. Greet him with a warm smile and be glad to see him.
6. Things to avoid: Don't greet him with problems or complaints. Don't complain if he's late for dinner.
Count this as minor compared with what he might have gone through that day.
7. Make him comfortable: Have him lean back in a comfortable chair or suggest he lie down in the bedroom. Have a cool or warm drink ready for him. Arrange his pillow and offer to take off his shoes.
Speak in a low, soft, soothing and pleasant voice. Allow him to relax and unwind.
8. Listen to him: You may have a dozen things to tell him, but the moment of his arrival is not the time. Let him talk first.
9. Make the evening his: Never complain if he does not take you out to dinner or to other places of entertainment; instead, try to understand his world of strain and pressure, his need to be home and relax.
10. The goal: Try to make your home a place of peace and order where your husband can relax.
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