A practical method for uncovering the direct and indirect relationships between human values and consumer purchases
Author:
- 1 April 2001
- journal article
- Published by Emerald Publishing in Journal of Consumer Marketing
- Vol. 18 (2) , 102-120
Abstract
Details a method for uncovering the direct and indirect influences of human values on consumer decisions. The procedure is quantitative, uses large samples and employs widely known statistical techniques such as correlations, regression and (optionally) factor analysis. Uses a study of Toyota Corolla as an example. Describes the four steps involved: development of the questionnaire; administration to sample of market; assessment of general preferences; and assessing the extent to which individuals in the sample apply their human values directly or indirectly when forming product preference. The main marketing strategies for which this method can yield useful information are: solidifying consumers’ current perceptions and evaluations of the product; and changing consumer perceptions of the product. Implications for marketing professionals are discussed.Keywords
This publication has 9 references indexed in Scilit:
- The direct and indirect influences of human values on product ownershipJournal of Economic Psychology, 1999
- Are There Universal Aspects in the Structure and Contents of Human Values?Journal of Social Issues, 1994
- Toward a theory of the universal content and structure of values: Extensions and cross-cultural replications.Journal of Personality and Social Psychology, 1990
- Belief-value structures as determinants of consumer behaviour: A study of housing preferences and choicesJournal of Consumer Policy, 1989
- The role of affective choice mode in the consumer purchase of expressive productsJournal of Economic Psychology, 1988
- Laddering Theory, Method, Analysis, and InterpretationJournal of Advertising Research, 1988
- The structure of social values: Validation of Rokeach's two‐value modelBritish Journal of Social Psychology, 1982
- A Means-End Chain Model Based on Consumer Categorization ProcessesJournal of Marketing, 1982
- A Behavior Theory Approach to the Relations between Beliefs about an Object and the Attitude Toward the Object1976