The values of the Value Compass
Summary
TLDRThe video introduces the Value Compass, a tool for understanding the influence of values on consumer behavior. It outlines two key dimensions: functional vs. fun, and care for others vs. self-promotion. The presentation explores different values, including prestige, beauty, stimulation, joy, intimacy, care, social responsibility, honesty, safety, functionality, and achievement. Each value is connected to consumer preferences and branding, illustrating how companies use these values to resonate with their target audience. The video concludes by encouraging viewers to identify brands and commercials that represent these core values in their messaging.
Takeaways
- 🧭 The Value Compass is a tool designed to measure the impact of values on consumer behavior.
- 🔄 The Value Compass has two dimensions: functionality versus fun, and caring for others versus promoting self-interests.
- 🎩 Prestige represents attaining social status and influence through leadership, power, and success.
- 🎨 Beauty emphasizes making a difference through appearance, elegance, and style, focusing on unique expression.
- 🌟 Stimulation is about experiencing thrilling sensations and living in the moment through adventure and excitement.
- 😊 Joy focuses on individual pleasure, enjoying the moment with simple happiness, and satisfaction.
- 💑 Intimacy involves shared pleasure and close relationships, emphasizing connection with significant others.
- 🤝 Care and Affection emphasize the well-being and happiness of close others, focusing on friendship, family, and acts of kindness.
- 🌍 Social Responsibility extends care to the broader world, valuing the well-being of all people and future generations.
- 📈 Achievement is about self-improvement and progress, focusing on innovation, intellect, and being better than your previous self.
Q & A
What is the purpose of the value compass?
-The value compass is an instrument intended to measure the influence of values on consumer behavior, helping to show how different values can guide decisions and preferences.
What are the two main dimensions of the value compass?
-The two main dimensions of the value compass are the contrast between 'fun' and 'function' (top to bottom) and 'care for others' vs. 'promotion of self-interest' (left to right).
What do functional values emphasize, and how do they differ from fun values?
-Functional values emphasize the importance of usefulness, practicality, and functionality, while fun values focus on the pleasure and enjoyment derived from an activity or product.
How does the value of prestige differ from beauty within the value compass?
-Prestige is about making a difference through social status, reputation, and leadership, while beauty focuses on making a difference through appearance, elegance, and style.
What is the significance of stimulation as a value?
-Stimulation is about experiencing exciting sensations and living in the moment, often through adventurous activities or risk-taking, with a focus on individual experience.
How does joy differ from stimulation in terms of value?
-Joy focuses on innocent pleasure and happiness in the moment, often derived from simple, laid-back experiences, while stimulation emphasizes more adventurous, high-energy activities.
What does intimacy represent in the value compass?
-Intimacy is about shared pleasure and close, meaningful relationships with significant others, including family, friends, or romantic partners, and emphasizes deep emotional connections.
How does the value of care and affection expand on intimacy?
-Care and affection go beyond intimate relationships by focusing on the well-being and happiness of close others in general, often involving actions like gift-giving or showing concern for their well-being.
What is the meaning of social responsibility within the value compass?
-Social responsibility represents caring about the well-being of everyone, including future generations, and is often linked to corporate social responsibility and global concerns.
How do the values of achievement and prestige compare?
-While both values are about being better, prestige is about being different and superior to others through social status, while achievement focuses on personal progress and self-improvement.
Outlines
🧭 Understanding the Value Compass
This paragraph introduces the concept of the Value Compass, an instrument designed to measure how values influence consumer and controller behavior. The compass has two key dimensions: functional versus fun, and care for others versus self-interest. The functional axis highlights the contrast between the practical utility of a product versus the enjoyment derived from it. The care for others axis contrasts altruistic behavior with the pursuit of personal advancement. The Value Compass helps to navigate these contrasts, showing how values like prestige and beauty play a role in consumer decisions.
🏆 Prestige: Making a Difference Through Status
The focus here is on the value of prestige, which is about achieving social status and standing out from others. Prestige involves gaining respect, power, and control over others, emphasizing leadership and success. Brands that highlight this value aim to distinguish themselves by position, power, or influence, reflecting how they create a sense of superiority or leadership in their industry.
💄 Beauty: Expression Through Appearance
This paragraph explores the value of beauty, which differs from prestige by focusing on outward appearance rather than status. People who value beauty emphasize elegance, style, and uniqueness. In branding, beauty is about creating a distinctive image that conveys the desired appearance. The value of beauty is linked to how individuals or brands want to be perceived through their aesthetics.
🎢 Stimulation: Living for the Moment
Stimulation is an individualistic value, centered around seeking thrilling experiences, taking risks, and embracing the present moment. Activities like adventure sports serve as examples. This value reflects a desire for excitement and new sensations, focusing on living in the moment and enjoying stimulating experiences.
😄 Joy: Simple Pleasure in the Moment
Joy is about experiencing basic pleasure and happiness in the moment. Unlike stimulation, which is about adventure, joy refers to more laid-back enjoyment, such as having a moment of happiness with something simple like a soda. The focus is on individual contentment and the innocent pleasure derived from small, enjoyable moments.
💑 Intimacy: Sharing Special Moments
The value of intimacy moves away from individual pleasure to focus on shared experiences with significant others. Intimacy involves close relationships with family, partners, or friends and the creation of cozy, romantic moments. It’s about building meaningful connections and sharing joy with someone important in one's life.
🤝 Care and Affection: Ensuring the Well-being of Loved Ones
This paragraph emphasizes the importance of care and affection, which involves looking after the well-being and happiness of close others. This value is about respect, friendship, and family life, as well as activities that show care, such as gift-giving. It reflects a deep concern for the happiness of those closest to us.
🌍 Social Responsibility: Caring for the Greater Good
Social responsibility broadens the scope of care and affection to include concern for the well-being of everyone on the planet, including future generations. This value encompasses a sense of duty toward society at large. Corporate social responsibility (CSR) is an example of this value in action, as companies consider their impact on the broader world.
🤝 Honesty: Trust and Loyalty
Honesty is a value rooted in trust, loyalty, and keeping promises. People who value honesty seek confidence and trust in their relationships with others. This value is essential for creating and maintaining trust, emphasizing the importance of reliability and integrity in both personal and professional interactions.
🛡️ Safety: Seeking Security and Stability
Safety is about physical and emotional security, living free from fear or uncertainty. It involves creating a protected environment where one can feel safe. Advertisements like seatbelt campaigns highlight the importance of safety for many people, showing how brands can tap into this value to appeal to consumer desires for stability.
⚙️ Functionality: Practicality and Reliability
Functionality refers to valuing the practical usefulness of products, focusing on performance according to specifications. People who prioritize functionality prefer reliable, goal-oriented products that work without surprises. This value contrasts sharply with values like joy and stimulation, where unpredictability and enjoyment are key.
🚀 Achievement: Striving for Self-Improvement
Achievement is about personal progress and self-improvement, aiming to be better than one's past self rather than better than others. Innovation, intellect, and progress are key elements for those who value achievement. Brands that emphasize this value, such as Audi, focus on pushing boundaries and promoting excellence.
🔄 Recap: The Full Circle of the Value Compass
This paragraph wraps up the explanation of the Value Compass, bringing the discussion back to prestige and how it connects to other values. Now that the full spectrum of values has been covered, the audience is invited to think about how brands use these values in their marketing. By considering stereotypes of brands like BMW or insurance companies, one can see how different values are represented in branding.
Mindmap
Keywords
💡Value Compass
💡Prestige
💡Functionality
💡Care for Others
💡Promotion of Self-Interest
💡Stimulation
💡Intimacy
💡Social Responsibility
💡Honesty
💡Achievement
Highlights
The value compass is an instrument intended to measure the influence of values on consumer behavior.
The value compass consists of two dimensions: top-down (fun vs functionality) and left-right (care for others vs self-interest).
Prestige represents the attainment of social status, influence, or control over people, with emphasis on leadership, power, and success.
Beauty is focused on making a difference through appearance, valuing elegance, style, and creating a unique personal or brand experience.
Stimulation is about living in the moment, valuing stimulating sensations, risk-taking, and experiencing activities like canoeing in Iceland.
Joy is focused on individual pleasure, happiness, and enjoying moments, often associated with simple pleasures like a bottle of cola.
Intimacy is centered around shared pleasure, emphasizing important relationships with loved ones, such as a partner, family member, or close friend.
Care and affection highlight the importance of the well-being and happiness of close others, showing respect and friendship.
Social responsibility extends care to the well-being of all people, including future generations, focusing on broad social and global welfare.
Honesty emphasizes loyalty, trust, and keeping promises, with trust being a key value for both creating and receiving.
Safety values personal and physical security, freedom from anxiety and fear, and creating a protected environment.
Functionality values practicality and performance, with people favoring products for their usefulness and reliability, avoiding surprises.
Achievement focuses on personal progress and self-improvement, valuing innovation, intellect, and competence over others.
Brands can focus on specific values within the compass, such as BMW representing prestige or an insurance company representing safety.
The full value compass provides a framework for analyzing how different values are utilized in branding and consumer communication.
Transcripts
the values of
the value compass
in the following slides i will give you
a presentation
of each of the values of the value
compass but let me start
first with showing you the value compass
itself
the value compass is an instrument
intended to measure
the influence of values on consumer
behavior or to show the influence
of values on controller behavior as you
can see it looks like a compass
with four directions actually two
dimensions
there are two contrasts here if we move
from
top down we have the contrast between
thumb and function
functional values refer to usefulness
the importance of the usefulness of a
product the importance of
usefulness functionality instrumentality
as opposed to fun which are
values emphasizing the importance of the
pleasure
derived from something so it's
the pleasure derived from something
versus
the use you get out of something
from left to right you have the contrast
between
claire others and promotion of
self-interests
people who score high on care for others
consider
the care for others showing interest to
others shared interests
living in harmony as being very
important
so togetherness worst promotion
self-interest
emphasizes the difference you could make
as compared to others
so promotion self-interest you want to
get higher
better different than others where
scaffolders
is about harmony they're really
two dimensions to strong contrasts
and we will start our exploration
right at the top with the value prestige
on the next slide prestige
represents the attainment of social
status
and prestige and impress influence or
control
over people think of words like
prestige of course reputation gain
respect
be appreciated also words like
leadership
power success emphasis
is on making a difference
from others by having a different
position by maybe control
by maybe having power by maybe having
success
if we go to the next value beauty
it's also about making a difference but
whereas prestige is aimed at making a
difference by position
beauty is people value beauty want to
make a difference by appearance
expression of a unique experience
words like beauty elegance
style are very important for people who
value
beauty in branding
it implies that you create a brand that
makes you look different
or makes you look the way you want to be
seen
expression of a unique experience
stimulation is also a very
individualistic value
it's about what it says here the
experience of stimulating sensations
like indeed going for canoe
canoeing in iceland
experience activity the willingness to
take risks
and the willingness to live the moment
and to experience the moment
stimulation is really about the moment
and the experience of the moment
joy is also about the moment but the
pleasure
of at the moment
the fun you get out of it basic
innocent pleasure happiness laughter
enjoying a moment for yourself
not like in a previous values value
stimulation by
adventure but just by enjoying
even lay back and enjoy the moment with
what you see here bottle of cola
joy is having the focus on the
individual pleasure
the next value intimacy also focuses on
pleasure but here it's no longer
individual here we move to
the more social values intimacy of
course is about
shared pleasure
what you can share so that you can
create an intimate relation with
an important other person can be a lover
can be a partner can be your mother your
father
your child son daughter
or even a dear friend i think also words
like coziness
and romance everything that expresses
that
for you is important to have a very
important relation a shared relation and
share pleasure
with one significant other or a few
significant others
intimacy next one care and affection
come close of course but current
affection emphasizes more the well-being
of close others and caring about the
happiness
of others respect for others
words like friendship family life
activities also like christmas or
taking care of others um
all these kinds of aspects that
show that you care for other people's
happiness and that you do something
about it like
gift giving and of course a lot of
brands use this
the next one social responsibility also
is about
this care aspect but you see if you move
from intimacy
to care and affection to social
responsibility
the scope gets bigger intimacy is about
the intimate relation and the care for
one specific person
care and affection is about close others
and caring about them a bit more in
general
where social responsibility is basically
caring about everybody
on this planet the well-being of
everybody on the planet
not even now but also future generations
so responsibility in a broad
sense of course in
the corporate world we all know
corporate social responsibility of
course derived from this value
honesty honesty
loyalty trust keeping a promise
all words linked to this value
people who share this value have or
considers a very important value
have a feeling of confidence they
considered a feeling of confidence a
feeling of
trust in each other is very important
both creating trust and receiving trust
you have to be able to
feel safe as well although safety of
course
is the next value which is also more
about personal aspect this is more about
the feelings aspect so honesty relates
to words like loyalty
trust and keeping a promise
safety is also not just emotional but
also physical
security living free from anxiety
living free from fears avoiding
uncertainty
have a safe protected environment
the sea bell commercial for instance is
an explicit recognition of the
importance of safety for a lot of people
functionality performance according to
specifications people who value
functionality
actually prefer the routine the goal and
concern
things are bought because they are
useful this is an example of a
functional food for instance
functional food just the name
also expertise reliability
showing that you know
it needs to have a function and things
should work
the way you would like them to work no
surprises
is of course completely the opposite of
enjoying life or stimulation where
surprises are completely valued
circle is almost round last value
achievement
higher performance by improving
competence we coming
close to uh prestige
which will be the next value which i
already discussed prestige was about
making a difference with others
being better than others achievement
also is aimed at being better
but not that much being better than
others but more
being better than you yourself were so
you want to see
that you yourself are progressing
words like innovation intellect
smart solutions progress those words are
very important for people who value
achievement a brand that says like in
this example audi
that says that they put innovation in
the heart of the brand
focus for instance on achievement
okay this makes the circle round we get
back to where we started
prestige so now that you have this
overview of
the full value compass
it's up to you you can
now for each value select a commercial
or any other kind of brand communication
that illustrates the use of this value
in branding
you know like some brands specifically
focus on one value i mean if i say bmw
you can imagine what kind of values if i
say an insurance company
you can also imagine
different brands represent different
values
just and that's also always helpful
thinking stereotypes
take each value think of a brand and
think of a commercial that really
expresses
this value as core element
of the branding
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