Our values are the things that shape our behaviour and sometimes buying habits. Consequently there are many areas in our lives that can change or enhance our value. This could be your cultural surrounding, your religion or the respect of what your parents want them to be reflected as within you, their son/daughter. Solomon suggests that values are “defined as a belief about some desirable end state that transcends specific situations and guides selection of behaviour” (Solomon 2006). As we grow older we tend to have clearer ideas about what the future holds and set out to find it in the best way suited for you. However certain routes paths or sacrifices that need to be taken may not live up to the values to which you hold. Also to what is accepted socially within your society. From when we are children we are praised when something is done right and punished when something is wrong. This is a core foundation for entering the adult world as ignorance and naivety are no longer reasons for wrong doing.

Marketers can use the assessments of values within certain groups in order to establish the desires in their value systems. Through this they can promote a product specifically to that group in order to achieve a better outcome. Also when people are true and rather strict with their values they may see it as a must have, This ties in to group behaviour as when a sequence of attributed are shared by many it could be argued become compulsory to think and feel the same way. On the other hand marketers also play the risk of misinterpreting a set of values and approaching the group in a stereotypical manner. Within a family they tend to hold the same values but may have differed beliefs. I believe it is the strength in the foundation that is built around that has the most influence on values and decisions.

The theorist Khale came up with a desired list of values (1983), in it portrays the definitive importance of different aspects in someone’s life. This could be the way in which they wish to portray themselves or it could be the value system to which they were brought up on.

• Self-respect - The appreciation of yourself before having to address others.
• Excitement - The ability to enjoy yourself and look forward to something.
• Being well respected - Having recognition for something you have done well in your life to boost self esteem.
• Self-Fulfilment - Feeling as though you’ve made a difference in life
• Sense of accomplishment - A feeling of achievement.
• Warm relationships with others - Feeling accepted and loved for who you are
• Security - The knowing that you are secure in love life and finance without stress
• Fun & enjoyment
• Sense of belonging

The approach was taken of Maslow’s Hierarchy of needs, within the lecture we were then asked to place the order in a list of priority (the first being the most important!), it was interesting it see the changes and difference of opinion amongst my class. Although in some way everyone wanted self recognition, it was clear that deepening on our upbringing and countries of origin altered our opinion on what is important, Of course with no right or wrong answers.

We were then given a picture with four animals on it, a dog, an elephant, a parrot and a lion. We where then asked to put them in order of preference. At first the test seemed as though it was to see our perception of certain animals due to their appearance. It was however to evaluate the way in which we see and perceive our self and whether that is then reflected onto others in our daily lives. The order I put these animals in was Lion, Parrott, elephant and dog.

The animal that we chose first was to illustrate, how we want others to perceive us. As I chose a lion this shows that I’d like people to perceive me as being dominant, influential, critical, fearless independent and practical. I feel as though this suited me perfectly, as I am quite a sensitive person through portrayal of being more authoritative it then gives me the chance to embrace it.

Then how we believe we are perceived by others, for this I chose a parrot. Due to the structure of the experiment it suggest that people see me as, vivacious, fun, free-spirited, popular, passionate and loving. I believe this also applies perfectly to me as my social circles and family know that I am up for a laugh (like really up for a laugh hehe) but when it comes down to doing what I have to do it will be done.

Thirdly is, how we would like others to perceive us in the future to come, which choosing an elephant means that I want to be seen as broad-minded, passive, strong, calm wise and pretty much just being sensible. I feel as though looking to my future as a professional this is exactly how I would like to be perceived.

Finally, how we essentially want to be in our lives. Not through influence but how we truly perceive ourselves. The dog represents that I want to be faithful, loyal, friendly, gracious, protective, hard-working and loving, Which again illustrates the values to which I would like myself to live upon for the sake of my family friends and most importantly myself. Without maintaining your value and sticking to what you believe in how one can even contemplate commenting on others or teaching the people around you to hold the same strength.

I also partook in a VALS test...check out my results below!

This means end chain model is an approach to which incorporates personal values, it shows how “very specific product attributes are linked at levels of increasing abstraction to terminal values” (Solomon 2006). Terminal value is the end result to which a decision has been made. Through the process of laddering, actions that combine with a consequence are sought after and understood by an individual. Through research marketers can then create a hierarchal value map to which they can measure how a product will end up as an end state, for example the purchase of new jewellery would be the product and the terminal value to make you feel a little specialJ through self gratification.

In order to establish stages of the ladder just ask why? Solomon exemplified the fact that someone may drink light beer (WHY>), to maintain control of conversations and self through not getting drunk (WHY?) to not make a fool of himself, (WHY?) due to being he can have more engaging time with friends making his terminal value the acceptance in his social circle and maintain better friendships