Consumer Social Values  book cover
1st Edition

Consumer Social Values

ISBN 9781138240438
Published May 9, 2019 by Routledge
286 Pages

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Book 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.

Table of Contents

SECTION I Key Issues in Social and Cultural Values

  1. Introduction: Advances in Social and Cultural Values: Implications for Communications and Consumer Researchers
  2. Eda Gurel-Atay and Lynn R. Kahle

  3. Strategic Marketing Imperatives and Insights: Common Pitfalls and Solutions
  4. Thomas J. Reynolds

    SECTION II Specific Applications of Values Research and Theory

  5. Self-Sufficiency & Materialism: Scale Development & Its Implications
  6. Yupin Patara and Nicha Tanskul

  7. "I" Value Contrast, but "We" Appreciate Harmony: Self-Construal Reflects Cultural Differences in Response to Visual Design
    Kristina Haberstroh and Ulrich R. Orth
  8. Subcultural Ethos: The Dynamic Reconfiguration of Mainstream Consumer Values
  9. Emre Ulusoy and Paul G. Barretta

  10. Handmade: How Indie Girl Culture is Changing the Market
  11. Rachel Larsen and Lynn R. Kahle

  12. Understanding the Voter Decision Trade-off Analysis as a Foundation for Developing More Predictive Polling Methodologies
  13. Thomas J. Reynolds

  14. Money Attitudes and Social Values: A Research Program and Agenda
  15. Gregory M. Rose, Altaf Merchant, Mei Rose, Aysen Bakir, and Drew Martin

  16. Social Media and Values
  17. Christopher Lee and Lynn R. Kahle

    SECTION III Spiritual Aspects of Values

  18. Meditation and Consumption
  19. Nicha Tanskul and Yupin Patara

  20. Religion: The New Individual Difference Variable and Its Relationship to Core Values
  21. Elizabeth Minton and Lynn Kahle

    SECTION IV Methodological Approaches

  22. Mapping Human Values: Enhancing Social Marketing through Obituary Data-Mining
  23. Mark Alfano, Andrew Higgins, and Jacob Levernier

  24. Apple’s Religious Value: A Consumer Neuroscience Perspective
  25. Yi-Chia Wu

  26. Country-to-Animal-to-Brand-to-Consequences Unaided Evocations: Uncovering consumer-brand DNA using zoomorphic metaphor elicitation
  27. Drew Martin, Nitha Palakshappa, and Arch Woodside

  28. 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

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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.