Social Value

Social value involves a sense of relationship with other groups by using images or symbols. This may

appear to be a rather abstract concept, but it is used by many businesses in many ways. Boutique clothing

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stores often try to convey a chic or trendy environment so that customers feel that they are on the cutting

edge of fashion. Rolex watches try to convey the sense that their owners are members of an economic elite.

Restaurants may alter their menus and decorations to reflect a particular ethnic cuisine. Some businesses

may wish to be identified with particular causes. Local businesses may support local Little League teams.

They may promote fundraising for a particular charity that they support. A business, such as Ben & Jerry’s

Ice Cream, may emphasize a commitment to the environment or sustainability.


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