Week 5 Flashcards
Ex ambitious, clean, logical
Instrumental Values
Ex national security, salvation
Terminal Values
Values and Lifestyles: categorizes into 8 groups based on motivations (ideals, achievements, self-expression), resources and innovation
VALS Survey
More consistent than opinions
What is value?
More lasting than attitudes
What is value?
What we want from life
What is value?
How we want to live
What is value?
Not basic physiological needs
Ie. safety, sense of belonging, ove, esteem needs, self-actualization
What is value?
Functional value
Consumer Values
Social Value
Consumer Values
Emotional Value
Consumer Values
Epistemic Value
Consumer Values
Conditional Value
Consumer Values
activities, interests, opinions
AIO
‘Lifestyle’ coined in 1929. Refers to an individuals AIO
AIO
Private vs Public
Value Oppositions
Functional vs Symbolic
Value Oppositions
Concrete vs Abstract
Value Oppositions
Subjective vs Objective
Value Oppositions
Extrinsic vs Intrinsic
Value Oppositions
Atomistic vs Holistic
Value Oppositions
Intangible vs Tangible
Value Oppositions
Need/Opportunity Recognition ↓ Information Search ↓ Evaluation of Alternatives ↓ Purchase ↓ Outcomes of Purchase
Classical Model of Consumer Choice
Price Brand Style Stitch Quality Stretch
Product Cues/Shopping Criteria:
colour
Intrinsic Cues
durability
Intrinsic Cues
colour
Intrinsic Cues
ease of care
Intrinsic Cues
wardrobe coordination
Intrinsic Cues
Return policy
Extrinsic Cues
brand
Extrinsic Cues
payment method
Extrinsic Cues
warranty
Extrinsic Cues
Mechanistic Humanistic Objective Subjective Transcendent Product-based User-based Value-based Manufacturing-based
Quality
