The Influence of Values on Consumer Behaviour

The value compass

Nonfiction, Health & Well Being, Psychology, Applied Psychology, Social Psychology, Business & Finance, Marketing & Sales
Cover of the book The Influence of Values on Consumer Behaviour by Erik Kostelijk, Taylor and Francis
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Erik Kostelijk ISBN: 9781317197072
Publisher: Taylor and Francis Publication: August 5, 2016
Imprint: Routledge Language: English
Author: Erik Kostelijk
ISBN: 9781317197072
Publisher: Taylor and Francis
Publication: August 5, 2016
Imprint: Routledge
Language: English

Substantial progress has been made in the conceptualization of values within psychology. The importance of values is also acknowledged in marketing, and companies use values to describe the core associations of their brand. Yet despite this, the values concept has received limited attention in marketing theory. The Influence of Values on Consumer Behaviour aims to bridge the gap between the conceptual progress of values in psychology, and the current practice in marketing and branding literature. It proposes the ‘Value Compass’, a comprehensive value system that is cross-culturally applicable to consumer behaviour and brand choice.

The values concept is used in psychology to identify the motivations underlying behaviour, a concept that marketers have borrowed to define brand values. This has led to conceptual confusion. Whereas in psychology the values system is perceived as an integrated structure, in marketing, values are treated as abstract motivations that give importance to the benefits of consumption. Attention in marketing has shifted away from brand values toward brand personality, a set of human characteristics associated with a brand. Despite its popularity, brand personality has limitations in explaining consumer behaviour, while the potential merits of a brand values concept have remained largely unexplored.

The book presents a meaningful alternative to the brand personality concept and promotes the benefits of using the Value Compass for assessing the effects of brand values and personal values on consumer choice. As such, it will be essential reading for academics and postgraduate students in the fields of marketing, consumer psychology, branding, consumer choice behaviour and business studies.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Substantial progress has been made in the conceptualization of values within psychology. The importance of values is also acknowledged in marketing, and companies use values to describe the core associations of their brand. Yet despite this, the values concept has received limited attention in marketing theory. The Influence of Values on Consumer Behaviour aims to bridge the gap between the conceptual progress of values in psychology, and the current practice in marketing and branding literature. It proposes the ‘Value Compass’, a comprehensive value system that is cross-culturally applicable to consumer behaviour and brand choice.

The values concept is used in psychology to identify the motivations underlying behaviour, a concept that marketers have borrowed to define brand values. This has led to conceptual confusion. Whereas in psychology the values system is perceived as an integrated structure, in marketing, values are treated as abstract motivations that give importance to the benefits of consumption. Attention in marketing has shifted away from brand values toward brand personality, a set of human characteristics associated with a brand. Despite its popularity, brand personality has limitations in explaining consumer behaviour, while the potential merits of a brand values concept have remained largely unexplored.

The book presents a meaningful alternative to the brand personality concept and promotes the benefits of using the Value Compass for assessing the effects of brand values and personal values on consumer choice. As such, it will be essential reading for academics and postgraduate students in the fields of marketing, consumer psychology, branding, consumer choice behaviour and business studies.

More books from Taylor and Francis

Cover of the book Methodology for a New Microeconomics (Routledge Revivals) by Erik Kostelijk
Cover of the book Routledge Handbook on the Israeli-Palestinian Conflict by Erik Kostelijk
Cover of the book Recent Developments by Erik Kostelijk
Cover of the book Family Communication by Erik Kostelijk
Cover of the book Radio Production by Erik Kostelijk
Cover of the book The Law and Child Development by Erik Kostelijk
Cover of the book Helping Parents in Dispute by Erik Kostelijk
Cover of the book Diagramming the Big Idea by Erik Kostelijk
Cover of the book Black Women Playwrights by Erik Kostelijk
Cover of the book The Routledge Introductory Course in Biblical Hebrew by Erik Kostelijk
Cover of the book African Political Systems by Erik Kostelijk
Cover of the book International Health and Safety at Work by Erik Kostelijk
Cover of the book An Economic History of Tropical Africa by Erik Kostelijk
Cover of the book Studies in Corpus-Based Sociolinguistics by Erik Kostelijk
Cover of the book The Supreme Court on Trial by Erik Kostelijk
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy