The Rokeach Value Survey and Consumer Behavior: Theory, Method, and Research Guidelines
ABSTRACT - The Rokeach Value Survey (RVS) has been the primary instrument for the measurement of values in Consumer Behavior. There are, however, theoretical and methodological difficulties involved with the application of the RVS to consumer research. This paper uses an historical perspective derived from the marketing literature and Rokeach's writings to examine these difficulties. The primary argument, in keeping with Rokeach's original development, is that research should emphasize the structure and function, rather than merely the content, o f value systems. Of particular concern is the question of the dimensionality of the value system. Specific methodological guidelines are provided to suggest directions for future research
Citation:
Royce Anderson and David Brinberg (1986) ,"The Rokeach Value Survey and Consumer Behavior: Theory, Method, and Research Guidelines", in NA - Advances in Consumer Research Volume 13, eds. Richard J. Lutz, Provo, UT : Association for Consumer Research, Pages: 662.
The Rokeach Value Survey (RVS) has been the primary instrument for the measurement of values in Consumer Behavior. There are, however, theoretical and methodological difficulties involved with the application of the RVS to consumer research. This paper uses an historical perspective derived from the marketing literature and Rokeach's writings to examine these difficulties. The primary argument, in keeping with Rokeach's original development, is that research should emphasize the structure and function, rather than merely the content, o f value systems. Of particular concern is the question of the dimensionality of the value system. Specific methodological guidelines are provided to suggest directions for future research For further information, write to: Royce Anderson / Marketing Department / Baruch College / 17 Lexington Avenue / New York, N.Y. 10010 ----------------------------------------
Authors
Royce Anderson, Baruch College, CUNY
David Brinberg, Baruch College, CUNY
Volume
NA - Advances in Consumer Research Volume 13 | 1986
Share Proceeding
Featured papers
See MoreFeatured
Tattoo: A Perspective Beyond Estethics
Luana C. Moraes, Universidade de Sao Paulo
Gabriela L. Pinheiro, Universidade de Sao Paulo
Nathalia S. Arthur, Universidade de Sao Paulo
Eliani C. Flores, Universidad Catolica del Peru
Jose Mauro C. Hernandez, Centro Universitário FEI
Featured
When CSR Becomes a Liability for Firms in Crises: Effects on Perceived Hypocrisy and Consumer Forgiveness
Argiro Kliamenakis, Concordia University, Canada
H. Onur Bodur, Concordia University, Canada
Featured
My Experience or My Expectations: The Effect of Expectations as Reference Points on Willingness to Recommend Experiential Purchases
Stephanie Tully, University of Southern California, USA
Amar Cheema, University of Virginia, USA
On Amir, University of California San Diego, USA
Davide Proserpio, University of Southern California, USA