CONSUMER BEHAVIOR CHAPTER 11

REVIEW AND DISCUSSION

11.1 In what ways do the three forms of cultural learning differ from one
another?
How can each be used effectively in marketing and
advertisements?
3 forms of cultural learning:
1. Formal learning- takes place when parents, older siblings, and other family
members teach younger members how to behave
2. Informal learning- takes place when children imitate the behaviors of
selected others such as family, friends or TV and movie heroes and
characters
3. Technical learning- happens when teachers instruct children in education
environments about what should be done, how it should be done, and why it
should be done, in social and personal settings

11.2 Distinguish between terminal and instrumental values and their

subsets. What does this classification identify? According to the Rokeach
typology, in terms of cultural orientation, individuals, can belong to one of
four types. Make a list of them, with a section for the subsets, and analyze
their characteristics.
Instrumental Values are core values, permanent
personal characteristics and character traits.

in

nature,

comprise

Instrumental Values refer to preferable modes of behavior and include values

like honesty, sincerity, ambition, independence, obedience, imaginativeness,
courageousness, competitiveness, and also some negative traits too.

Organizations also have Instrumental Values (which can be ascertained from

the organizational culture) and these are permanent in nature and difficult to
change.

For example, the instrumental values of a PSU will differ from that of an MNC
though both may be in the same business.

The Instrumental Values are:

1. Cheerfulness
2. Ambition
3. Love
4. Cleanliness
5. Self-Control
6. Capability
7. Courage
8. Politeness
9. Honesty
10. Imagination
11. Independence
12. Intellect
13. Broad-Mindedness
14. Logic
15. Obedience
16. Helpfulness
17. Responsibility
18. Forgiveness

TERMINAL VALUES

In our personal lives, Terminal Values are those things that we can work
towards or we think are most important and we feel are most desirable
terminal values are desirable states of existence.

Terminal Values include things like happiness, self-respect, family security,

recognition, freedom, inner harmony, comfortable life, professional
excellence, etc

In a nutshell, Terminal Values signify the objectives of the life of a person

the ultimate things the person wants to achieve through his or her behavior
(the destination he wants to reach in life) whereas Instrumental
Values indicate the methods an individual would like to adopt for achieving
his lifes aim (the path he would like to take to reach his destination).

This applies to organizations as well, and organizations too exhibit Terminal

Values. However, Terminal Values can be changed and this can be seen when
there is a change of top management or CEO.

The terminal values in RVS are:

1. True Friendship
2. Mature Love
3. Self-Respect
4. Happiness
5. Inner Harmony
6. Equality
7. Freedom
8. Pleasure
9. Social Recognition
10. Wisdom
11. Salvation
12. Family Security
13. National Security
14. A Sense of Accomplishment
15. A World of Beauty
16. A World at Peace

17. A Comfortable Life

18. An Exciting Life

Terminal values: Goals and desired

states of existence.
Personal values:
Personal focus

Social Values:
Interpersonal
focus

Instrumental
Competence
Promotional
Rather than
Values:
values: being
messages should
depicting merely
Preferable
ambitious,
reflect consumers
concern,
behaviors
and
capable, and
sense of
messages should
means
for responsible. When accomplishment,
show helping
achieving terminal
violated, the
self-respect, and
others and the
values
person feels
striving for a
role of ones skills
ashamed and
comfortable life
in doing so.
inadequate
and
independence.
Moral values:
Being cheerful,
helpful, and
honest. When
violated, the
person feels
guilty.

Promotions should
The majority of
stress concern for
Americans.
societal issues
Promotions should
and intense
stress conformity,
conviction to
caring for others,
advance such
and social
cause.
consciousness.

11.3 The Citrus Growers of America is designing an advertising campaign

aimed at getting consumers to switch to orange and grapefruit juices instead
of soft drinks, as a sugar jolt in the late afternoon. Describe how the

organization can use the Rokeach and the Gordon measures in planning its
campaign.
Organization can use the Rokeach and Gordan measures to planning its
campaign.
I.

Rokeach Value Survey

Rokeach Value Survey is a self-administered which consists of two part values

inventory, terminal values and instrumental values. There are 18 terminal
values that reflect goals and desirable states of existence and are defined as
end and 18 instrumental values, defined as the means to achieve the end.
The values within each respective hierarchy are rank ordered according to
their importance as guiding principles in the individual's life. Within each set
of values, there are two subset. Some terminal values focus on personal
aspects (happiness, inner harmony) and the others in interpersonal ones
(national security, world of peace and beauty). While, the instrumental values
are compose of competence (responsible, intellectual) and moral values
(helpful, forgiving). In this case, organization can use the Rokeach Value
Survey, Organization can us this survey to confirm the consumer perception
toward the grapefruit and orange juices. Organization use the Rokeach Value
Survey to categorize the consumer behavior toward grapefruit and orange
juice. For example, the member of one segment were self- centered and
concerned with values such as self-respect a comfortable life and
exciting life. They will tend to switch to orange and grapefruit juices instead
of soft drinks because they are self- respect and think that healthy is
importance for them.
II. Gordons Survey of Personal and Internal Value
Gordons Survey of Personal and Internal Value measures the values that
determine how people cope with their daily lives. There are 2 survey one for
personal values and one for interpersonal values. There are 3 item in the
personal values which is goal orientation, achievement and variety. Through
the Gordons survey of personal values, the organization can know the
consumer goal, variety and achievement and the organization can based on
this type of information to persuade the consumer to switch to orange and
grapefruit juice instead of soft drink. For example, through this survey,
organization know there are a group of consumer goal orientation is become
more healthier, so the organization can based on this goal orientation to
better persuade the consumer to switch to orange and grapefruit juice. While,
for the interpersonal value, interpersonal values also consists of 3 item which
is leadership, recognition and conformity. Organization also can use this type
of information to persuade consumer switch to orange and grapefruit juice.
For example, consumer recognition toward the orange and grapefruit juice

are more natural and healthy because they are fruit juice, so they tend to
switch from soft drink to orange and grapefruit juice.

11.4

For each of the following products and activities:

a. List two relevant core values and explain your choices.

1. Donating blood.
The first value could be that blood donation is a noble act and is a kind of
social service. A person who donates blood tends to get a feeling of
satisfaction and self-pride as in contribute towards the society. This value of
belief is encouraging and pushes the person to donate blood.

The second value could be discouraging as there is a risk of infected syringe

which is used for the blood donation. There is a possibility that a person
might get some infection due to contaminated injection inserted to complete
the process of blood donation.

b. Describe how each value either encourages or discourages buying

the product
or engaging in the activity.

1. Donating blood
The first value could be that blood donation is a noble act and is a kind of
social service. A person who
donates blood tends to get a feeling of
satisfaction and self-pride as in contribute towards the society. This value of
belief is encouraging and pushes the person to donate blood.

The second value could be discouraging as there is a risk of infected syringe

which is used for the blood donation. There is a possibility that a person
might get some infection due to contaminated injection inserted to complete
the process of blood donation.
The products and activities are:

1. Donating blood
2. Visiting tanning salons
3. Buying an e-reader
4. Buying a GPS device
5. Drinking diet beverages
6. Travelling overseas
7. Using sun protection products regularly
8. Buying a convection oven
9. Buying a pair of sneakers online
10. Following the latest fashions

11.5 Why is the Internet a relevant source of health and fitness information
for people, and how can it be used for marketing purposes in this area?
This is because websites are the most popular sources of health and fitness
information. There are countless websites devoted to fitness and health,
offering workout tips, nutritional information, and fitness-related products and
services, among many others. In addition, most of the websites set up by
companies that market consumer goods provide health and fitness
information associated with their products. A website that monitors online
surfing reported that, in a given period, most Internet users have looked
online for information on health topics, with increased interest in diet, fitness,
drugs, health insurance, experimental treatments, and particular doctors and
hospitals.

11.6 Do the intended consumers react differently to green products

depending on their countries of origin? If so, why?
No. intended consumers react differently to green products is not depending
on their countries of origin. Hoyer, MacInnis (2004) note that green
consumers, when making decisions regarding the buying of an eco- friendly
product, already have certain expectations regarding the properties, quality
and other aspects of the eco-friendly product. Such consumers expect to
receive a higher value when buying an eco-friendly product. This happens
because consumers make decisions regarding buying under the influence of
thoughts (cognitive function) and emotions (emotional function). Trust in an

eco-friendly product is very important for green consumers. Trust in the ecofriendly product is treated as reliability and safety of the eco- friendly
product, of which consumers may be persuaded from their own experience of
consuming eco-friendly products or from the experience of other consumers
(close people, friends, acquaintances, etc.). Consumers react differently to
green products depending on their green packaging. The proposed that
packaging is a communication tool between businesses and consumers and it
is capable of attracting consumers attention. Consumers overall perception
of packaging is a sum of individual perspective of packaging shape, size,
colour, materials, and labelled information. If the green packaging is
attractive this will increase the consumer to purchase the green product.