Core Beliefs and Secondary Beliefs

The belief system consists of three different levels: at a broad level are the deep core beliefs, which consist of very general stable and constant values and opinions; at the next level are the policy core beliefs, which define how to translate the deep core beliefs into practice; the third level includes the secondary beliefs, which consist of detailed variable and changeable rules and guidelines. Core beliefs and values remain stable, and they are passed on from parents to children and are reinforced by major social institutions as for the secondary beliefs and values are more susceptible to change. Marketers can easily manipulate consumers secondary beliefs which are flexible and elastic enough, and they can customize them and alter them in a way to meet their purposes and objectives which is at the end to change the consumers secondary beliefs and values in a way to implant in them the readiness to buy the marketers products and services which will obviously be more attractive to them after the marketers create a certain consistency and natural extension between the consumers secondary beliefs and values and their feelings of needs and wants to purchase a particular product or service to complement and satisfy the requirements of their secondary beliefs and values. As for the consumers core beliefs and values, it is very hard for marketers to alter them since they are very stable and almost invariable by nature but still marketers can benefit from them especially by segregating the cultural beliefs into subcultures that share common beliefs, preferences and behaviors and use them as target markets to promote their products and services. And sudden unexpected cultural phenomena could emerge to shift the core cultural values into secondary cultural values which marketers could use to identify the new emerging consumers interests and develop their products or services and promote them to such consumers accordingly.