(How) Does advertising influence customer values? Can advertisers shape their audience's cultural values in their interest? Or do advertisements simply appeal to values pre-existing in a society?
These questions are nowadays more relevant than ever before especially regarding the U.S. culture and advertising industry, which are serving as the objects of study. In the course of developing an answer, secondary research is conducted in the form of analysis and interpretation of literature, journal articles, reports and studies.
In the course of developing an answer, secondary research will be conducted in the form of analysis and interpretation of literature, journal articles, reports and studies. The paper is set up as follows: Chapter 2 will precisely define and discuss the terms employed, and provide an in-depth look at U.S. values and their history. Chapter 3 will elaborate the mechanisms by which advertising influences vari-ous constructs on behalf of its audience, complemented with two studies related to the topic. Chapter 4 will conclude by bringing together the values treated in chapter 2 and the effects of advertising dis-cussed in chapter 3.
Table of Content
1 Abstract
1.1 Definition of advertising
2 Customer values in the U.S.
2.1.1 Historical background of U.S. cultural values
2.1.2 Recent research on U.S. cultural values
2.1.3 American dream and U.S. cultural values
3 How advertising influences customer values
3.1 New view on the process of segmentation, targeting, positioning (STP)
3.2 Advertising normalizes what it endorses
3.3 Advertising appeals mainly to extrinsic values
4 Conclusion and limitations
4.1 Conclusion
4.2 Limitations
Research Objectives and Themes
This paper explores the intricate ethical relationship between advertising and consumer values within the United States. Its primary objective is to determine whether advertising merely mirrors societal values or actively shapes and reinforces them, specifically examining how the industry leverages extrinsic values to influence consumer behavior.
- Historical evolution of U.S. cultural values
- Psychological mechanisms of advertising influence
- The role of extrinsic versus intrinsic values
- The "virtuous cycle" between advertising and societal norms
- Impact of advertising on specific demographics like teenagers
Excerpt from the Book
3.2 Advertising normalizes what it endorses
Advertising, from a psychological perspective, contributes to social normalizing and modelling of the values it displays. Rory Sutherland hereof writes: “While I can accept that the purpose of tobacco advertising was not to encourage people to smoke, I find it astounding that anyone could barefacedly suggest that cigarette posters seen everywhere did not serve to normalize the habit.” The expression “seen everywhere” can be understood literally. People are exposed to hundreds of advertising messages every day, wherever they go. Advertising students are taught to conduct “360-degree branding” in order to maximize persuasive impact on consumers. With that said, one can assume that advertising’s potential of normalizing displayed values is enormous. Note that advertising must not lead to a purchase decision in order to influence people. Already exposure influences values. The strengthening of displayed values on behalf of the audience occurs in two ways: “through ‘automatic’ (or unconscious) and ‘effortful’ (or conscious) routes.” Unconsciously, the audience memorizes the links between environmental cues and displayed values. In addition to that, consciously, advertisements provide the audience with further proof that the displayed values are indeed important and worth pursuing. Already thinking about displayed values, without necessarily agreeing with them, strengthens these values in the audience’s minds.
Summary of Chapters
1 Abstract: This chapter introduces the ethical concerns regarding marketing's influence on cultural values and sets the foundational research question regarding the reciprocal relationship between advertising and consumer values.
2 Customer values in the U.S.: This section explores the historical roots of American values, including the Puritan ethic and the American Dream, and analyzes contemporary cultural research to define the U.S. value profile.
3 How advertising influences customer values: This chapter evaluates the mechanisms of influence, challenging the traditional view of advertising as a neutral mirror by discussing psychological normalizing effects and the appeal to extrinsic values.
4 Conclusion and limitations: The final chapter synthesizes the findings into a "virtuous cycle" model and addresses the scope limitations of the research, particularly regarding cultural context and existing literature.
Keywords
Advertising, Customer values, U.S. culture, American Dream, Consumerism, Extrinsic values, Intrinsic values, Individualism, 360-degree branding, Psychological normalization, Market segmentation, Ethical debate, Social influence, Personality traits, Virtue cycle.
Frequently Asked Questions
What is the core subject of this paper?
The paper investigates the ethical and social influence of advertising on cultural values within the United States, specifically asking if and how one influences the other.
What are the central thematic fields explored?
The research covers the historical background of American values, the psychological impact of branding, consumer behavior theories, and the distinction between intrinsic and extrinsic value orientations.
What is the primary research question?
The research is guided by the fundamental question: "(How) Does advertising influence customer values?"
Which scientific methods were employed?
The author conducted secondary research, involving a deep analysis and interpretation of existing literature, academic journal articles, reports, and specific studies related to consumer psychology and cultural values.
What is covered in the main body?
The main body defines core terms, analyzes the historical roots of U.S. individualism, dissects the process of market segmentation, and provides evidence—such as the Channel One study—for how advertising shapes societal values.
Which keywords best characterize this work?
Key terms include Advertising, Customer values, American Dream, Extrinsic values, Individualism, and Social normalization.
How does the "virtuous cycle" model function according to the author?
It describes a process where advertisers identify existing societal values (like individualism), reflect them in ads to drive consumption, and consequently reinforce those very values in the minds of the public.
What is the significance of the distinction between intrinsic and extrinsic values?
Extrinsic values, such as financial success and power, are shown to be the primary drivers of consumer behavior, making them the preferred targets for advertising to ensure commercial effectiveness.
- Citar trabajo
- David Apel (Autor), 2015, Advertising and Customer Values. To what extend does one influence the other?, Múnich, GRIN Verlag, https://www.grin.com/document/302628
