Conditioned beliefs and values

Three basic organizations transmit culture values; if you understand the

influence these organizations have and have had on the consumers in your

target market, you can use those organizations to assist you in speaking

directly to those consumers in a way that they will understand and relate to.

The three organizations are

 ✓ Family: The family is the first to instill a child’s belief system, attitudes,

and values. It also teaches the language of the culture, and language is

the fundamental facet of culture because it binds members of the cul-

ture together through basic communication. The family is the primary

agent for teaching consumer-related values and skills that are in line

with cultural teachings.

 ✓ Religious organizations: Religious organizations are responsible for

reinforcing the belief systems that a family instills in a child. A child who

grows up within a religious organization is continually taught the values

and belief systems of the culture. Religious organizations continue to

nurture cultural values throughout the life of an individual, providing

religious consciousness, spiritual guidance, and moral training.

 ✓ Educational institutions: Within a culture, educational institutions work

to instill skills, ideas, attitudes, and training in particular disciplines that

fit into the cultural setting. Charged with imparting basic learning skills,

history, patriotism, citizenship, and technical training, educational insti-

tutions transmit cultural norms and values to each new generation.