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In terms of consumer decision-making processes, both attitudes and values are helpful to advertisers. A product tied to a relatively universal value, such as patriotism, allows the firm to create a linkage between a positive image of the value and that of the product. Since values are strongly held, advertisers must carefully choose which values to emphasize when creating ads. Expressing values is most powerful when the value matches some aspect of the good or service, such as protecting one's family by buying life insurance.