Читать книгу NEUROMARKETING - Branislav R. Tanasic - Страница 10

Life in the community implies the influence of collective collectivity on an individual's adopted and developed standards of a particular region or a specific locality. Social perception as the basis for developing a community relationship is to perceive others, to evaluate and compare them, both with each other and with their norms and attitudes. Psychologists and neurophysiologists are a segment related to the imitation of others, explained by the mechanism of neural mirrors. Through time the community develops language, tradition, perception, value criteria, lifestyle, one word develops culture. Culture is the basic determinant of the behavior of individuals in general, and one of the explanatory factors in trying to understand consumer decisions. It is a feature of the social community and characterizes the distinction between the cultures of others. Armstrong and Kotler's culture defined as: "A set of basic values, perceptions, desires, and behaviors that an individual has learned in the family and other important institutions" (Armstrong & Kotler, 2000: 141).

Tourism as an activity closely coined with international trade imposes on marketing the encounter with different elements of culture affecting consumer behavior. In the first place they are:

 Language as a basic means of communication

 Habits, customs, rituals

 Religion

 Relationship with material things

 Aesthetic looks

 Ideology

 Norms and moral values

Often consumers make decisions about the members of a particular social class they want to compare. They are seen as a reference group. A reference group can be a formal association, or merely a set of people who associate with a similar interest, material status, attitudes, beliefs, social values. An individual does not have to be a member of a group but may strive to adopt its criteria and to mimic the assumed values of his or her model. To preserve a self-imposed standard and self-depiction, individuals will be relinquished to vacation, and enjoy driving more classed cars. Naturally, it's a status symbol for them, a brand they do not want to give up. For others, the status symbol can be just a vacation, a high-ranking tourist destination of their reference group. This quasi-elitism is, in fact, a reflection of a personal system of evaluation, the order of priority, or own scale preference. Chaney for the lifestyle of a modern form of social grouping or status differentiation, says that it is a particular culture of consumerism (Chaney, 2003: 12).