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.
"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"
Eda Gurel-Atay (PhD, University of Oregon) is an independent scholar conducting academic research on consumer values, materialism, sustainability, consumer well-being, and celebrity endorsements. Lynn R. Kahle is Professor at Pace University in New York and Professor Emeritus of Business at the University of Oregon. He serves on American Psychological Association Council of Representatives.
