Attitudes, Values & Belief: Social Factors in Marketing

An error occurred trying to load this video.

Try refreshing the page, or contact customer support.

You're on a roll. Keep up the good work!

Take Quiz Watch Next Lesson
Your next lesson will play in 10 seconds
  • 0:10 Introduction
  • 0:51 Culture
  • 2:14 Values
  • 3:06 Attitudes
  • 3:50 Beliefs
  • 4:32 Lesson Summary
Create an account to start this course today
Try it free for 5 days!
Create An Account

Recommended Lessons and Courses for You

Lesson Transcript
Instructor: Jennifer Lombardo
Why do consumers make the choices they do? What causes them to purchase certain products? In this lesson, you will learn how the culture, attitudes, values and beliefs of consumers are the social factors that affect how marketers create a successful target marketing mix.


Detective Sam Lombardo has been called back to solve another case. Our farmer wants to sell his certified organic line of fruits and vegetables to the community. Unfortunately, organic produce requires much more time and labor, so the farmer needs to sell his products at a premium price. He wants to know the best way of marketing his certified organic line of products and also communicate to his clients why they are priced higher. Our farmer has asked Detective Lombardo to research consumers' culture, attitudes, values and beliefs to see how he could use that information to target his audience effectively with a marketing message.


Culture is the set of values, norms and attitudes that are the essence of human behavior. The behavior that results from culture is usually passed from one generation to the next. The clothes you wear, the food you eat and the language you speak are all part of your learned culture. Other aspects of culture are myths, customs, rituals, laws and even material possessions. Each of these in turn affects how and why you purchase products and services. For example, a ritual of some cultures is to have a large Thanksgiving dinner with a turkey and stuffing. This ritual would be very important to our farmer because he wants to find a way to communicate about using his organic veggies for the holiday.

The biggest determinants of a culture are family and friends. The detective has been investigating local cultures in town and has found some interesting things. In general, the cultures are heavily Mexican and Italian. Their cultures believe in strong family ties, and they feel that rituals are very important. He has suggested to the farmer to incorporate selling his organic veggies for their weekly family dinners that include extended family. His customers could be proud to feed their extended family certified organic veggies and fruits that are pesticide-free.


Values are enduring beliefs that a certain role of conduct is socially appropriate or preferable to another mode of conduct. Detective Lombardo has discovered that consumer values play a very important role in consumer behavior. The detective's undercover work has revealed that the farmer's community places a high value on convenience. This piece of valuable information can really help the farmer with his marketing tactics. He can stress the convenient packaging of his certified organic products, with ready-to-use recipes to make dinner a cinch for his customers. Other common community values that the detective discovered revolved around freedom, materialism and youth. Perhaps our farmer could mention how eating pesticide-free produce will lead to a healthier and more youthful life.

To unlock this lesson you must be a Study.com Member.
Create your account

Register for a free trial

Are you a student or a teacher?
I am a teacher
What is your educational goal?

Unlock Your Education

See for yourself why 10 million people use Study.com

Become a Study.com member and start learning now.
Become a Member  Back

Earning College Credit

Did you know… We have over 49 college courses that prepare you to earn credit by exam that is accepted by over 2,000 colleges and universities. You can test out of the first two years of college and save thousands off your degree. Anyone can earn credit-by-exam regardless of age or education level.

To learn more, visit our Earning Credit Page

Transferring credit to the school of your choice

Not sure what college you want to attend yet? Study.com has thousands of articles about every imaginable degree, area of study and career path that can help you find the school that's right for you.

Click "next lesson" whenever you finish a lesson and quiz. Got It
You now have full access to our lessons and courses. Watch the lesson now or keep exploring. Got It
You're 25% of the way through this course! Keep going at this rate,and you'll be done before you know it.
The first step is always the hardest! Congrats on finishing your first lesson. Go to Next Lesson Take Quiz
Way to go! If you watch at least 30 minutes of lessons each day you'll master your goals before you know it. Go to Next Lesson Take Quiz
Congratulations on earning a badge for watching 10 videos but you've only scratched the surface. Keep it up! Go to Next Lesson Take Quiz
You've just watched 20 videos and earned a badge for your accomplishment! Go to Next Lesson Take Quiz
You've just earned a badge for watching 50 different lessons. Keep it up, you're making great progress! Go to Next Lesson Take Quiz
You just watched your 100th video lesson. You have earned a badge for this achievement! Go to Next Lesson Take Quiz
Congratulations! You just finished watching your 200th lesson and earned a badge! Go to Next Lesson Take Quiz
Congratulations! You just finished watching your 300th lesson and earned a badge! Go to Next Lesson Take Quiz
You are a superstar! You have earned the prestigious 500 video lessons watched badge. Go to Next Lesson Take Quiz
Incredible. You have just entered the exclusive club and earned the 1000 videos watched badge. Go to Next Lesson Take Quiz
You have earned a badge for watching 20 minutes of lessons.
You have earned a badge for watching 50 minutes of lessons.
You have earned a badge for watching 100 minutes of lessons.
You have earned a badge for watching 250 minutes of lessons.
You have earned a badge for watching 500 minutes of lessons.
You have earned a badge for watching 1000 minutes of lessons.