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MKT 2210 Lecture Notes - Reference Group, Opinion Leadership, Joiner

Course Code
MKT 2210
Subbu Sivaramakrishnan

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. values, beliefs, and attitudes
1. values. values are personally or socially preferable modes of conduct or
states of existence that are enduring.
2. beliefs. beliefs are a consumer's subjective perception of how well a
product or brand performs on different attributes.
3. attitudes. attitudes are learned predispositions to respond to an object or
class of objects in a consistently favourable or unfavourable way. attitudes
are learned and shaped by.
4. attitude change. three approaches most frequently used
by marketers to try to change consumer behaviour are:
1. changing beliefs about the extent to which a brand has certain
2. changing the perceived importance of the attributes
3. adding new attributes
. lifestyle
lifestyle refers to a mode of living that is identified by how people spend their time
and resources (activities); what they consider important in their environment
(interests); what they think of themselves and the world around them (opinions).
lifestyle combines psychological concepts, including motives, attitudes, and
personality traits, with everyday aspects of life. the stanford research institute (sri)
values and lifestyles (vals) has identified eight major categories of adult lifestyles.
in canada, vals has not been widely used. a canadian lifestyles or psychographic
system is the goldfarb segments which categorizes adult canadians into one of nine
1. disinterested outsiders
2. tie-dyed greys
3. protective providers
4. up and comers
5. les “petite vie”
6. mavericks
7. contented traditionalists
8. joiner activists
9. passive malcontents
the thirteen social value tribes
environics has tracked values and attitude of canadians since 1983. understanding how
values change over time and can influence purchase decsions and can aid marketing
sociocultural influences on consumer behaviour
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