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Chapter_3-The_Changing_American_Society-Values

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The Changing American Society:  Values
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In Chapter 2, we discussed how variations in values influence consumption patterns across cultures. In this Chapter, we will describe how changes in values over time influence consumption patterns within cultures, specifically the U.S. culture. Cultural values are not constant. Rather, they evolve over time. Why is important to know how is the American society? USA is the main trading partner of Dominican Republic. There are hundreds of thousands of Dominicans living in USA and sending money to their families (Remittances). USA is an attractive market for tourism. USA is the major economy of the area. In the first part of this Chapter we focus on the evolution of American values in general. Next, we examine four marketing trends that have evolved in response to changing values: Green marketing, cause-related marketing, marketing to gay consumer and gender-based marketing. The Changing American Society:  Values
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You remember the three broad forms of cultural values: Self- oriented, environment-oriented and other-oriented. Now, we’ll examine each one for American society. Self-Oriented Values Traditionally, Americans (people from USA) have been active, materialistic, hardworking, religious, inclined toward abstinence and postponed gratification. However, beginning after the end of World War II (1945) and accelerating rapidly during the 1970’s and early 1980’s, Americans placed increased emphasis on leisure, immediate gratification and sensual gratification. The Changing American Society:  Values
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Cont… Self-Oriented Values An examination of American advertising, product features and personal debt levels indicates that these changes have significantly affected consumer behaviors and marketing practice. Religious/Secular . America is basically a secular society. A religious group doesn’t control the educational system, government or political process and most people’ daily behaviors
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