Improving the Predictibility of Personal Values

Firms’ success often depends on how lasting is their relationship with the customers. Product attributes are not sufficient to build such a relationship, because they can be copied and they must adapt to technical progress (Aurifeille 2004). Consumers’ expectation is a personal and therefore stronger way to create a firm-to-consumer relationship. Human values have often been presented as a convenient approach to consumer central expectations (Rokeach 1973). Some empirical studies indicate that values help predicting consumers’ choices (Homer and Kahle 1988; Sheth, Newman and Gross 1991; Kamakura and Novak 1992). However, in most cases, their predictivity was found marginal or non significant (Henry 1976; Kahle, Beatty, and Homer 1986; Mc Carty and Shrum 2000). The question, therefore, is to measure values’ influence in a more predictive way, without reducing the durability of the measure.

Citation:

Stéphane Manin, Jacques-Marie Aurifeille, and Virginie Villeneuve Anaudin (2006) ,"Improving the Predictibility of Personal Values", in LA - Latin American Advances in Consumer Research Volume 1, eds. Silvia Gonzalez and David Luna, Duluth, MN : Association for Consumer Research, Pages: 95-96.