Financial Services organisations provide products and services and consumers acquisition and use of these is manifested in their Patters of Behaviour which is in the outer visible region. So, for example, we can see consumers use cheque accounts, withdraw banking funds, purchase goods on credit.
The Artefacts are the visible symbols that reflect these patterns of behaviours. For the examples given they are the cheque book, the ATM card and the credit card. These artefacts will show a particular brand, each of which has been positioned to reflect certain attributes. Thus the Co-operative Bank cheque account is known for its ethical stance and whilst a Platinum credit card indicates wealth and possible ostentatiousness.
These visible signs are driven by deep rooted psychological feelings. Behaviour Norms are the way people think they should or want to behave. The theorist are divided as to whether theses are formed by observing others (e.g. work and social peers), by dictat (e.g. managers, governments), or by inherent values and beliefs that cannot be changed, or only changed over a long period. Much advertising associates products with a particular lifestyle, but are they suggesting people will feel a certain way by buying the product, or that people who already feel that way should naturally choose the product advertised?
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