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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.
List of 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
About the author
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.
Summary
Bringing together a diverse set of contributors from different counties, this book advances the understanding of consumer social values and their roles in the global marketplace.
