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- Title
AN INVESTIGATION OF THE ROKEACH VALUE SURVEY FOR CONSUMER RESEARCH APPLICATIONS.
- Authors
Vinson, Donald E.; Munson, J. Michael; Nakanishi, Masao
- Abstract
Within the last few years, the role of personal values in consumer behavior has begun to receive greater attention. Much of this research has been based upon the Rokeach paradigm and his method of measuring values. Because of an increasing dependence on the Rokeach instrument, this study investigates the extent to which the Value Survey of thirty-six personal values measures what it purports to measure--that is, terminal values relating to desired end states of existence and instrumental values relating to preferable modes of conduct. Factor structures derived from businessmen, parents, students, and the general population clearly indicate the existence of two distinct value categories. Their underlying dimensionality is investigated, and results are presented which confirm the Value Survey may be productively employed to differentiate among consumer groups.
- Subjects
CONSUMER behavior; ETHICS; BUSINESSPEOPLE; PARENTS; STUDENTS as consumers
- Publication
Advances in Consumer Research, 1977, Vol 4, Issue 1, p247
- ISSN
0098-9258
- Publication type
Article