People in a given society hold many beliefs and values.Their core beliefs and Values have a high degree of persistence.
Core beliefs and values are passed on from parents to children and are reinforced by schools, businesses, religious institutions, and government.
Secondary beliefs and values are more open to change.Believing in marriage is a core belief; believing that people should get married early in life is a secondary beliefs.
Shifts in Secondary Cultural Values
Although core values are fairly persistent, cultural swings do take place.Consider the impact of popular music groups, movie personalities and other celebrities on young people’s hairstyle and clothing norms. The major cultural values of a society are expressed in people’s view of themselves and others as well as in their views of organizations, society, nature and the universe.
People’s Views of Themselves….. People vary in their emphasis on serving themselves versus serving others.Some people seek personal pleasure, wanting fun, change,and escape..
Marketers can position their brands to appeal to specific self- view segments.
People’s Views of Others….. People’s attitudes toward and interactions with others shift over time.
People’s Views of Organizations…..People vary in their attitudes toward corporations, government agencies, trade unions, universities,and other Organizations.
People’s Views of Society….. People vary in their attitudes toward their society-patriots defend it,reformers want to change it,and malcontents want to leave it.
People’s Views of Nature….. People vary in their attitudes toward the natural world-some feel ruled by it, others feel in harmony with it,and still others seek to master it.
People’s Views of Universe….. Finally, people vary in their beliefs about the origins of the universe and their place in it.
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