Values

Question 1

A model of integration of culture and consumer

behaviour

Answer 1

1. Cultural value systems (VALUES, symbols, heroes, rituals)
2. Marketing communication
3. Consumer behaviour

Question 2

Values

Answer 2

An enduring belief that one mode of conduct or end-state of existence is
preferable to an opposing mode of conduct or end-state of existence.

Principles or standards of behaviour; one’s judgement of what is important in life.

Part of a value system in which values are ordered in priority with respect
to other values

Question 3

The desirable and the desired values.

Answer 3

The difference lies in the distinction between what people think ought to be desired and what people actually desire, or how people think the world ought to be versus what people want for themselves.

Question 4

Categorisation of value theories

Answer 4

1. fulfilment of basic needs (e.g. Galtung’s
   capability approach; Triandis’ Universal Values)
2. social fulfilment (e.g. List of Values by Kahle)
3. cognitive instigators (judgment and guide
   actions) and motivation of behaviour to reach the ultimate meaning of
   life (e.g. Allport-Venon-Lindzey model, Rokeach model, and Schwarz model)
4. cultural differences (e.g. Hofstede’s values, and
   Ingelhart-Welzel’s Cultural Map)

Question 5

Rokeach Value Survey (the five assumptions)

Answer 5

1. Small number of values
2. Same values, but sometimes translated differently
3. Organised in value systems
4. Transferred from culture, society, personality
5. ?

Question 6

Rokeach Value Survey (Terminal & Instrumental)

Answer 6

Terminal values
• desirable end-states of existence
• the goals that a person would like to achieve during his or her lifetime
• vary among different groups of people in different cultures

Question 7

Hofstede’s model

Answer 7

Model that helps to explain basic human values.

Questions based on individual behavioral preferences, preferred or
actual state of being (the desired).

Question 8

Hofstede’s model dimensions

Answer 8

1. Power distance (PDI) - the extent to which less powerful members of a society accept and expect that power is distributed unequally.
2. Individualism/collectivism (IDV) -
3. Masculinity/femininity (MAS) - the dominant values are achievement and
   success • being a winner is positive • children learn to admire the strong
4. Uncertainty avoidance (UAI) - the extent to which people feel threatened by uncertainty and ambiguity and
   try to avoid these situations
5. Long-term/shot-term orientation (LTO) - societies who score low on this dimension, for example, prefer to maintain timehonored
   traditions and norms while viewing societal change with suspicion • which scores high take a more pragmatic approach: they encourage thrift and efforts in modern education as a way to prepare for the future
6. Indulgence/Restraint - the extent to which people try to control their desires and impulses based on the way they were raised