The Influence of Values on Consumer Behaviour

The Influence of Values on Consumer Behaviour
Author :
Publisher : Routledge
Total Pages : 241
Release :
ISBN-10 : 9781317197089
ISBN-13 : 1317197089
Rating : 4/5 (089 Downloads)

Book Synopsis The Influence of Values on Consumer Behaviour by : Erik Kostelijk

Download or read book The Influence of Values on Consumer Behaviour written by Erik Kostelijk and published by Routledge. This book was released on 2016-08-05 with total page 241 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.


The Influence of Values on Consumer Behaviour Related Books

The Influence of Values on Consumer Behaviour
Language: en
Pages: 241
Authors: Erik Kostelijk
Categories: Psychology
Type: BOOK - Published: 2016-08-05 - Publisher: Routledge

GET EBOOK

Substantial progress has been made in the conceptualization of values within psychology. The importance of values is also acknowledged in marketing, and compani
Consumer Psychology of Tourism, Hospitality, and Leisure
Language: en
Pages: 370
Authors: Arch G. Woodside
Categories: Business & Economics
Type: BOOK - Published: 2001 - Publisher: CABI

GET EBOOK

This book is based on papers given at the 2nd Symposium on Consumer Psychology of Tourism, Hospitality and Leisure (CPTHL) in Vienna in July 2000. The Symposium
The Cambridge Handbook of Consumer Psychology
Language: en
Pages: 873
Authors: Cait Lamberton
Categories: Psychology
Type: BOOK - Published: 2023-04-06 - Publisher: Cambridge University Press

GET EBOOK

In the last two years, consumers have experienced massive changes in consumption – whether due to shifts in habits; the changing information landscape; challe
Consumer Behavior and Culture
Language: en
Pages: 473
Authors: Marieke K. de Mooij
Categories: Business & Economics
Type: BOOK - Published: 2019-06-10 - Publisher: SAGE

GET EBOOK

Marieke de Mooij answers the fundamental questions about consumption in this new edition, using her own model of consumer behavior that integrates culture in th
Handbook of Research on Retailing Techniques for Optimal Consumer Engagement and Experiences
Language: en
Pages: 596
Authors: Musso, Fabio
Categories: Business & Economics
Type: BOOK - Published: 2019-10-11 - Publisher: IGI Global

GET EBOOK

In the world of economics and business, engaging with loyal customers while also seeking out new, potential customers is a must. With the recent advancements of