Beliefs, values, behavior… Well, what the difference??

Monday, 30th of september

Today I search some definitions on Marketing Mentor for the next session of ‘Communication Theory’ course.


‘Beliefs are the ideas , viewpoints and attitudes of the particular group of society. They are consists of fables, proverbs, myths, folklore ,traditions, superstition, education and etc. that influence the ideas, values, emotions, perceptions and attitude of the members of the society. They also think and decide on particular course of action which they believe conform on the sets social experience in the society.’



‘Culturally defined standards held by human individuals or groups about what is desirable, proper, beautiful, good or bad that serve as broad guidelines for social life.’



‘Perceptual and learning processes may lead to the formation of attitudes.These are predispositions, shaped through experience, whereby individuals respond in an anticipated way to an object or situation.

Attitudes are learned through past experiences and serve as a link between thoughts and behaviour. These experiences may relate to the product itself, to the messages transmitted by the different members of the channel network (normally mass media communications) and to the information and experiences supplied by opinion leaders, formers and followers.

Attitudes tend to be consistent within each individual: they are clustered and very often interrelated.

This categorisation leads to the formation of stereotypes, which is extremely useful for the design of messages as stereotyping allows for the transmission of a lot of information in a short time period without impeding learning or the focal part of the message.’



In marketing, the way a customer acts towards a product or brand. Here is a behavioural segmentation:

  1. General behavioural characteristics.

These could be formed around the person’s:

    • Lifestyle
    • Hobbies and pastimes
    • Where and when they go on holiday.
    • Their attitude to shopping/buying behaviour (e.g., where, when and how much they spend)
    • What they do on specfic occasions, such as birthdays, or Easter.
  1. Brand specific behavioural characteristics

This could include:

    • The particular needs they have and therefore benefits they seek.
    • Their degree of  brand loyalty.
    • Their frequency of brand use, or purchase, for example multi-buyers, or repertoire buyers, or first time buyers, or just prospects.
  1. Or specific behavioural characteristics, for example by media usage.

For example:

    • What search tool (e.g. Google, Bing or Yahoo!) do they use? Why?
    • Which sites do they view most regularly?
    • Do they create their own user-generated content online?
    • What other digital/other media do they use? Trust? Respond to?


To resume:

Beliefs > influence on Values > influence on Attitude > influence on Behaviour 


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