Values

When creating an advertising campaign, marketers need to understand and respect the values of their target market. Ideally they will share values with their customers to create loyalty and trust between the brand and the consumer.

The problem with this is that the values of each individual consumer can vary so much, how can one organisation cater to so many belief systems? The best marketers can do is try to avoid offending their customers or, in fact, anybody. Unless that is their intention.

If we need to understand a person's values, it's necessary to determine exactly what values are. Solomon defines a value as "a belief about some desirable end-state that transcends specific situations and guides selection of behaviour... they do not apply in specific situations only". (Solomon et al, 2010, p198)

Translation: A value is an innate belief that we feel if we act or think in a certain way then it will help us to reach our ultimate goal.

For example, if someone acts in a kind, sincere and honest way (values) then they will be able to reach their ultimate goal (end state) of a peaceful life.

Ries and Trout aptly described why marketers should concentrate on consumer values as well as product specifications.

Ries and Trout (1982): If we believe our overall values drive our behaviour, then we should be concentrating on the important, underlying motives that drive consumers to make product or service choices rather than simply product attributes.

Kahle's List of Values (1983)

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

The List of Values consists of nine traits that relate to differences in the way people consume. Consumers make purchase decisions based on what they want to portray themselves to be and what they believe in. (An animal rights activist would never buy goods that were tested on animals.) A marketer would target the people who value what the product or service offers. A business consultancy would most likely attract people who wanted to be well respected and feel secure. A bungee jumping company would attract people who craved excitement, fun and enjoyment. The List of Values can assist in profiling a target market. 

Maslow's Hierarchy of Need

Before the List of Values was developed, Maslow created a hierarchy of need in 1954. This hierarchy starts from the very basic human needs, travelling upwards through feeling secure and a sense of belonging to appreciating your sense of self.

This suggests that in order to reach the personal growth and fulfillment stage, an individual must first achieve each preceding step. From a marketing point of view, consumers can be targeted because of which stage they are at or trying to achieve.

Match.com - trying to get to the stage of love and belonging

Self improvement books/videos - trying to get to/ improve the stage of self actualisation

Rokeach's Value Survey

Developed in 1973 by social psychologist Milton Rokeach, the Value Survey lists possible terminal and instrumental values.

Terminal values: life goals

Instrumental values: how the life goals are achieved

For an exciting life, someone would need to be independent, courageous and imaginative. For inner harmony, someone would need to be forgiving, polite, helpful and honest. Instrumental values are how we act in order to achieve the life we want. This echoes the initial description of values:

Translation: A value is an innate belief that we feel if we act or think in a certain way then it will help us to reach our ultimate goal.

Products can also become a means to an end (like instrumental values). Why do women wear make up? To hide insecurities... to appear more attractive... to increase confidence...to enhance natural features... the list has no end. The endless possibilities of terminal values is probably what makes the make up industry so extraordinarily successful.

This can be explained by laddering.

Laddering is a projective technique which allows the identification of the relationship between functional product attributes and desired end states:

1. Concrete Attributes
2. Abstract Attributes
3. Functional Consequences
4. Psychological Consequences
5. Instrumental Value
6. Terminal Value

This example using apples depicts the above list well.

VALUES IN ADVERTISING

Advertisement construction=

• message elements (the specific attributes or product features)
• consumer benefit (positive consequences of using product, this is where instrumental values will be targetted)
• executional framework (overall style and tone)
• leverage point (the way the message activates the terminal value by linking it with the product features)
• driving force (the end value)

• Solomon, M. R., Bamossy, G.,Askegaard, S. and Hogg, M.K. (2010) Consumer behaviour:a European perspective. 4th ed. Harlow: Pearson.