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Ch. 4 Motivation and Values

Ch. 4 Motivation and Values. Leigh Weekley Dale Bleakney. Values. “A value is a belief that some condition is preferable to its opposite.” “Some values are universal…what sets cultures apart is the relative importance , or ranking…this constitutes a culture’s value system. ”. Example.

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Ch. 4 Motivation and Values

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  1. Ch. 4Motivation and Values Leigh Weekley Dale Bleakney

  2. Values “A value is a belief that some condition is preferable to its opposite.” “Some values are universal…what sets cultures apart is the relative importance, or ranking…this constitutes a culture’s value system.”

  3. Example Humane Society of the United States ad campaign http://www.humanesociety.org/ Americans, as a culture, are typically taught to be kind to animals from a young age. Many people at least have dogs or cats, not to mention birds, lizards, rabbits, et cetera. There are over 170 million cats and dogs as pets in the US alone. Being taught to be good to animals is part of our enculturation, the learning of beliefs and values within a culture.

  4. So if we are taught to treasure our pets, this ad campaign is very stirring: http://www.youtube.com/watch?v=T1Xh-tZrzwk

  5. How does this ad affect people? “I have lunged across my room and slammed my head into the wall trying to get the channel changer before the commercial switched to the next little animal. So sad.” “I change the channel every time otherwise I turn into a blubbering idiot.” “Oh my god! Those commercials have sent me into the fetal position crying on more than one occasion! My boyfriend is talking about blocking Animal Planet to end the tears.” Obviously this message is very effective on American viewers who are sensitive about the treatment of domesticated animals because of our cultural values.

  6. The ad influences us to give donations to support our values, and to trust that our money goes to this cause even though we technically don’t get anything in return (except the peace of mind that we are supporting something we believe in). “It’s the right thing to do,” is the motivation behind making value-based purchases.

  7. This ad may not be as effective in other countries, though. In developing countries where people might be starving, they are going to be less concerned about starving animals or animal abuse in general. It wouldn’t be high in their value system.  If your family is starving, creating this isn’t high on your to-do list

  8. Any questions or comments about this ad campaign or value-based advertising in general?

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