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But when new Jeep Wrangler enthusiasts were asked why they loved it, do you think someone answered "because it reminds me of a horse"? Social-influence-persuasion-values-Image Return to index Value issues Alongside the hidden cultural forces, the values that spread at a social level travel hand in hand, important elements for understanding how and what the consumer searches for, behaves and justifies his purchasing choices. The concept of value draws attention to all the elements that give identity, stability and normative references to the individual, the group to which he belongs and his culture ; consequently, as values change, behaviors and consequently consumer choices change.
Values are something in which we recognize ourselves, something to which we respond and which is given credit wedding photo editing service and consent. Since the s, it has been highlighted by consumer psychology studies that the harmony between the values expressed by a brand and those of its interlocutors increases purchasing intentions. Of course, values change, and they do so rather quickly. Let's think about how radically the value of time has changed . If until a few decades ago the producer and the consumer shared the devaluation of the present time in favor of what the future would offer, now we can say almost exactly the opposit.
What is here and now counts, to the detriment of the long term , lasting quality and systemic and suprapersonal values . It is no coincidence that past generations were labeled as "generations of savers": the renunciation of ephemeral and momentary pleasures gave way to the construction of something that, in a medium or long-term future, we would find ourselves in. So today's values? Without saying anything that escapes anyone's sight, it is clear that old dreams have gone up in smoke. The economy based on capitalism is essentially heading towards the end of the line, opening our eyes to the fact that quantitative growth has an end, first and foremost resources.
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