Article2001

A practical method for uncovering the direct and indirect relationships between human values and consumer purchases

138 citations0/0 files storedJournal of Consumer Marketing

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Consumer Behavior and Marketing Influence Consumer Behavior in Brand Consumption and Identification Cultural Differences and Values

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.

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References

1973The nature of human values 2000Marketing management: analysis. planning. implementation and control 1994Are There Universal Aspects in the Structure and Contents of Human Values?1990Toward a theory of the universal content and structure of values: Extensions and cross-cultural replications.1982A Means-End Chain Model Based on Consumer Categorization Processes 2001Laddering theory, method, analysis, and interpretation.1982A Means-End Chain Model Based on Consumer Categorization Processes 1976A Behavior Theory Approach to the Relations between Beliefs about an Object and the Attitude Toward the Object

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