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

A practical method for uncovering the direct and indirect relationships between human values and... 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

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

Journal of Consumer Marketing, Volume 18 (2): 19 – Apr 1, 2001

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0736-3761
DOI
10.1108/07363760110385983
Publisher site
See Article on Publisher Site

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.

Journal

Journal of Consumer MarketingEmerald Publishing

Published: Apr 1, 2001

Keywords: Values; Product attributes; Perceptions; Consumer marketing

References

  • Are there universal aspects in the structure and contents of human values?
    Schwartz, S.H

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