A Brief History of the Measurement of Consumer Social Values

We consider several methods of measuring values, including the Rokeach Value Survey, the List of Values, VALS, VALS2, and the Schwartz Value Survey. The measures are assessed along conventional standards of reliability, validity, level of measurement, changing technology, and culture. We consider qualitative methodologies as well. We propose future directions for improved measurement based on this review of the history of measurement, focusing especially on the adaptive significance of values in people’s lives.


Lynn R. Kahle, Guang-xin Xie, and Gregory M. Rose (2006) ,"A Brief History of the Measurement of Consumer Social Values", in AP - Asia-Pacific Advances in Consumer Research Volume 7, eds. Margaret Craig Lees, Teresa Davis, and Gary Gregory, Sydney, Australia : Association for Consumer Research, Pages: 339-340.


Lynn R. Kahle, University of Oregon, U.S.A.
Guang-xin Xie, University of Oregon, U.S.A.
Gregory M. Rose, University of Washington, U.S.A.


AP - Asia-Pacific Advances in Consumer Research Volume 7 | 2006

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