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.


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.


Stéphane Manin, University of La Réunion, France
Jacques-Marie Aurifeille, University of La Réunion, France
Virginie Villeneuve Anaudin, University of La Réunion, France


LA - Latin American Advances in Consumer Research Volume 1 | 2006

Share Proceeding

Featured papers

See More


M5. The More Expensive a Gift Is, the More It Is Appreciated? The Effect of Gift Price on Recipients’ Appreciation

Jooyoung Park, Peking University
MENGSHU CHEN, Tencent Holdings Limited

Read More


P9. Gift Budget Adherence and Price Discounts

Yuna Choe, Texas A&M University, USA
Christina Kan, Texas A&M University, USA

Read More


A Computational Social Science Framework for Visualizing the Possibility Space of Consumer-Object Assemblages from IoT Interaction Data

Donna Hoffman, George Washington University, USA
Thomas Novak, George Washington University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.