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Full Description
Social values are central to people's lives, guiding behaviors, and judgments, and defining who we are. This book advances understanding of consumer social values and their roles in the global marketplace by refining and directing existing knowledge of consumer behaviors.
With a diverse set of contributors from different parts of the world, this engaging collection provides a unique examination of social values through cross-cultural research. It incorporates input from researchers with varying academic backgrounds from marketing to psychology and philosophy, and also focuses on a range of methodological approaches including surveys, ethnography, interviews, semantic analysis, and neuroscience. The book introduces innovative concepts and provides comprehensive coverage of several specialized areas, to offer an important contribution to values research and discussion. Key topics include values and choice; means-end chains; relations among goals; motives; religion and personality; value measurement and values related to specific services and industries.
Consumer Social Values is an essential resource for scholars, students, and practitioners of consumer psychology and marketing communications.
Contents
SECTION I Key Issues in Social and Cultural Values
Introduction: Advances in Social and Cultural Values: Implications for Communications and Consumer Researchers
Eda Gurel-Atay and Lynn R. Kahle
Strategic Marketing Imperatives and Insights: Common Pitfalls and Solutions
Thomas J. Reynolds
SECTION II Specific Applications of Values Research and Theory
Self-Sufficiency & Materialism: Scale Development & Its Implications
Yupin Patara and Nicha Tanskul
"I" Value Contrast, but "We" Appreciate Harmony: Self-Construal Reflects Cultural Differences in Response to Visual DesignKristina Haberstroh and Ulrich R. Orth
Subcultural Ethos: The Dynamic Reconfiguration of Mainstream Consumer Values
Emre Ulusoy and Paul G. Barretta
Handmade: How Indie Girl Culture is Changing the Market
Rachel Larsen and Lynn R. Kahle
Understanding the Voter Decision Trade-off Analysis as a Foundation for Developing More Predictive Polling Methodologies
Thomas J. Reynolds
Money Attitudes and Social Values: A Research Program and Agenda
Gregory M. Rose, Altaf Merchant, Mei Rose, Aysen Bakir, and Drew Martin
Social Media and Values
Christopher Lee and Lynn R. Kahle
SECTION III Spiritual Aspects of Values
Meditation and Consumption
Nicha Tanskul and Yupin Patara
Religion: The New Individual Difference Variable and Its Relationship to Core Values
Elizabeth Minton and Lynn Kahle
SECTION IV Methodological Approaches
Mapping Human Values: Enhancing Social Marketing through Obituary Data-Mining
Mark Alfano, Andrew Higgins, and Jacob Levernier
Apple's Religious Value: A Consumer Neuroscience Perspective
Yi-Chia Wu
Country-to-Animal-to-Brand-to-Consequences Unaided Evocations: Uncovering consumer-brand DNA using zoomorphic metaphor elicitation
Drew Martin, Nitha Palakshappa, and Arch Woodside
A Comparing and Contrasting of the List of Values and the Schwartz Value Scale
Eda Gurel-Atay, Lynn R. Kahle, Jorge Lengler, and C. H. Kim
