Consumer values versus perceived product attributes: Relationships among items from the MVS, PRS, and PERVAL scales

Galen T. Trail, Hyungil Harry Kwon, Dean F. Anderson

2010-06-10articleSport Management Review41 citationsclosed

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Consumer Behavior in Brand Consumption and Identification Consumer Behavior and Marketing Influence Consumer Retail Behavior Studies

Abstract

Consumer values and the perceived attributes of a product elicit consumptive behaviors. The purpose of this study was twofold: (a) to test the psychometric properties of three scales (MVS; Richins & Dawson, 1992 M.L.RichinsS.DawsonA consumer values orientation for materialism and its measurement: Scale development and validationJournal of Consumer Research191992303316[Crossref], [Web of Science ®] , [Google Scholar]; PRS, Richins, 1994 M.L.RichinsValuing things: The public and private meanings of possessionsJournal of Consumer Research211994504521[Crossref], [Web of Science ®] , [Google Scholar]; PERVAL scale, Sweeney & Soutar, 2001 J.C.SweeneyG.N.SoutarConsumer perceived value: The development of a multiple item scaleJournal of Retailing772001203220[Crossref], [Web of Science ®] , [Google Scholar]) that measure consumer values and the perceived attributes of a product within a licensed sport merchandise (LSM) setting, and (b) to examine the relationships among items across the three scales for commonalities, and to examine the relationships between consumer values (CV) and perceived product attributes (PPA). Statistical analyses indicated that the psychometric properties of the MVS, PRS, and PERVAL scales could be improved substantially. A principal components analysis (PCA) indicated nine interpretable dimensions; five that could be categorized as CV dimensions (Social Approval, Materialism, Covetousness, Prestige/Status, and Escape) and four that could be categorized as PPA dimensions (Price/Quality, Nostalgia, Craftsmanship, and Aesthetic Beauty).

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