Using the List of Values (Lov) to Understand Consumers

Kahle, Lynn R.; Kennedy, Patricia F.

doi:10.1108/eb024742

Cited by 210 publications

(217 citation statements)

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“…37 They enrol in activities in order to enhance their intellectual and creative aptitudes, and to reinforce their logic. 24,31 Segment B profi le Segment B ' s motivation is more related to the domain of ENJOYMENT because of the importance attributed by this segment to the fun and enjoyment value ( Figure 3 ). However, because very little importance is attributed to warm relationships , we reject the hypothesis that would give the latter value a hybrid meaning.…”

Section: Segment a Profi Lementioning

confidence: 99%

“…31 They will be attracted by advertising arguments like product liability and durability, arguments focussing on warm relationships, 40 or by products presented as ideal gifts. 24 …”

Section: Strategic Implications For Cinema Advertisingmentioning

confidence: 99%

“…They are fans of music (cassettes and CD) and new food products, and they prefer entertaining television programmes to educational ones. 24,37,38 Thus, advertising with arguments related to nature, beauty and pleasure, and with a focus on functional and aesthetic product features will get the hedonist ' s attention. 38,40,42 -44 For example, the luxurious features of a car will especially attract this target group.…”

Section: Strategic Implications For Cinema Advertisingmentioning

confidence: 99%

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‘LOV’ and the big screen: A value-system segmentation of movie goers

Marchand

Khallaayoune²

2010

J Target Meas Anal Mark

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In this study, Kahle ' s (1983) list of values (LOV) was used as an approach to segmentation. The objective was to identify the existence of segments among movie goers based on the LOV value-system . The results show that the achievers segment is made up of more than half of the movie audience, the hedonists segment is made up of nearly a third, while the emphatics segment is very small, but nevertheless exists. The consequences of these fi ndings for advertising strategy decisions regarding choice of media and the most appropriate products to advertise on the big screen are presented.

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Section: Segment a Profi Lementioning

confidence: 99%

“…31 They will be attracted by advertising arguments like product liability and durability, arguments focussing on warm relationships, 40 or by products presented as ideal gifts. 24 …”

Section: Strategic Implications For Cinema Advertisingmentioning

confidence: 99%

Section: Strategic Implications For Cinema Advertisingmentioning

confidence: 99%

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‘LOV’ and the big screen: A value-system segmentation of movie goers

Marchand

Khallaayoune²

2010

J Target Meas Anal Mark

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“…In the first study that used LOV, respondents were asked to indicate the first and second most important values among nine values: self-respect, sense of accomplishment, being well respected, security, warm relationships with others, sense of belonging, fun and enjoyment in life, self-fulfillment, and excitement. Those nine values were developed from Rokeach's list of terminal values, Maslow's hierarchy of human needs, and various other values research (Kahle & Kennedy, 1989).…”

Section: Human Valuesmentioning

confidence: 99%

Influence of Lifestyle on Housing Preferences of Multifamily Housing Residents

Lee

Goss

Beamish

2007

Housing and Society

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Lifestyle is a popular concept used to understand consumers' behaviors; however, the lifestyle concept rarely has been applied to housing studies. Although renting a multifamily dwelling is a non-normative housing choice in the United States, many people prefer to rent multifamily housing units for reasons other than financial.The purpose of this study is to identify the housing preferences of multifamily housing residents as determined by their lifestyles. The model of influences on housing choice was used as a theoretical framework for the study.

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“…O fato de o consumo de bens e serviços fazer parte do nosso dia-a-dia tem suscitado o desenvolvimento de teorias e modelos na Economia (Weber, 1922(Weber, /1991, Sociologia (Marx, 1844(Marx, /2003, Administração e Marketing (Engel, Blackwell, & Miniard, 2000;Kotler, 1984) e, mais recentemente, na Psicologia (Kahle & Kennedy, 1988). Com esta preocupação, Allen e Ng (1999) e Allen (2000) propuseram um modelo que busca explicar a influência dos valores básicos (Schwartz & Bilsky, 1987, 1990Tamayo & Schwartz, 1993) na escolha de produtos pelos consumidores.…”

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Validação da Escala de Julgamento e Significado do Produto

Nepomuceno

Torres

2005

Estud. psicol. (Natal)

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ResumoO significado que um produto tem para o consumidor -considerado como simbólico ou utilitário -e o julgamento que o indivíduo realiza para avaliar o significado do produto têm sido variáveis estudadas na predição do comportamento de compra. O objetivo deste estudo foi verificar a fidedignidade e confiabilidade do modelo teórico proposto por Allen (1997), através da tradução e validação da Escala de Significado e Julgamento do Produto. A amostra foi composta de 588 participantes, possuindo uma boa distribuição demográfica entre sexos e idade. Os resultados desta pesquisa indicaram dois fatores: Julgamento e Significado Racional (variância explicada de 18,33; alfa de 0,76) e Julgamento e Significado Emotivo (variância explicada de 15,97; alfa de 0,73). Após as análises, todos os 19 itens iniciais permaneceram na escala. Os dados encontrados indicam a necessidade de adaptação e melhoria da escala para a realidade nacional. Aparentemente, a contradição encontrada entre o modelo proposto por Allen (1997) e os resultados advêm de problemas psicométricos da escala, o que sugere a necessidade de novas pesquisas para confirmação dessa possibilidade.Palavras-chave: comportamento de compra; significado do produto; julgamento do produto; validação de escala Abstract Validation of the Scale of Judgment and Meaning of the Product.The meaning that a product has for the consumer -which can be considered as symbolic or utilitarian -and the judgment made by an individual to evaluate the product meaning are both variables that have been studied to predict the buying behavior. The objective of this study was to verify the reliability of the model proposed by Allen (1997), through the translation and validation of the Scale of Judgment and Meaning of the Product. The study sample was composed by 588 participants, with a good distribution between sex and age. Results indicated the presence of two factors: Rational Judgment and Meaning (18.33% of explained variance, with alpha of 0.76) and Emotional Judgment and Meaning (15.97% of explained variance, with alpha of 0.73). After the analysis, all 19 original items of the scale were retained. The obtained data indicated the need for adaptation and enhancement of the scale to the national reality. Apparently, the contradiction between the model proposed by Allen (1997) and results found in this study reveals psychometric problems of the scale, suggesting the need for new studies to confirm this possibility.

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Using the List of Values (Lov) to Understand Consumers

Cited by 210 publications

References 0 publications

‘LOV’ and the big screen: A value-system segmentation of movie goers

‘LOV’ and the big screen: A value-system segmentation of movie goers

Influence of Lifestyle on Housing Preferences of Multifamily Housing Residents

Validação da Escala de Julgamento e Significado do Produto

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