TY  - JOUR
AB  - Details a method for uncovering the direct and indirect influences of human values on consumer decisions. The procedure is quantitative, uses large samples and employs widely known statistical techniques such as correlations, regression and (optionally) factor analysis. Uses a study of Toyota Corolla as an example. Describes the four steps involved: development of the questionnaire; administration to sample of market; assessment of general preferences; and assessing the extent to which individuals in the sample apply their human values directly or indirectly when forming product preference. The main marketing strategies for which this method can yield useful information are: solidifying consumers’ current perceptions and evaluations of the product; and changing consumer perceptions of the product. Implications for marketing professionals are discussed.
VL  - 18
IS  - 2
SN  - 0736-3761
DO  - 10.1108/07363760110385983
UR  - https://doi.org/10.1108/07363760110385983
AU  - Allen Michael W.
PY  - 2001
Y1  - 2001/01/01
TI  - A practical method for uncovering the direct and indirect relationships between human values and consumer purchases
T2  - Journal of Consumer Marketing
PB  - MCB UP Ltd
SP  - 102
EP  - 120
Y2  - 2024/04/20
ER  -