Value-system segmentation: exploring the meaning of LOV
Article Abstract:
Human values have been increasingly used as abasis for market segmentation. The list of values (LOV) is one common approach to segmentation: typically, marketers use the top-ranked value to assign consumers to segments. Although it is simple to implement, the top-rank approach to values segmentation conflicts with Rokeach's concept of an ordered value system, in which individual values are organized in the context of an overall hierarchy. This study uses a new measurement model that identifies latent (unobserved) value-system segments derived from a ranking of the LOV items. Higher-order value-system segments reflect the reality that multiple values will affect an individual's behavior. A values map is also constructed, which allows dimensions underlying the value-system segments to be identified. Data from a national survey show that the resulting value-system segments and values map have face validity consistent with the psychological strucutre of human values recently hypothesized by S.H. Schwartz and W. Bilsky. (Reprinted by permission of the publisher.)
Publication Name: Journal of Consumer Research
Subject: Social sciences
ISSN: 0093-5301
Year: 1992
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Measuring social values: A content analysis of Sunday comics and underground comix
Article Abstract:
A study of Sunday comics and underground comix was undertaken to determine the presence of materialism within these literary forms. The research method employed was content analysis on Sunday comics appearing in the Washington Post and the comix published by the underground press during the years 1971-1972 and 1981-1982. The initial hypothesis was that comix would reveal a non-materialistic noncommercial counterculture, as opposed to Sunday comics, where commercialism and materialism were expected to be more prevalent. Results indicate that materialism and values associated therewith were more prevalent in and more favorably portrayed by underground comix.
Publication Name: Journal of Consumer Research
Subject: Social sciences
ISSN: 0093-5301
Year: 1986
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On comparing alternative segmentation schemes: the list of values (LOV) and values and life styles (VALS)
Article Abstract:
This article begins with a partial replication of previous work - a comparison of the Values and Life Styles (VALS) system and the List of Values (LOV). The analysis is then extended to evaluate the role of a set of standard demographic variables with respect to both psychographic segmentation systems. (Reprinted by permission of the publisher.)
Publication Name: Journal of Consumer Research
Subject: Social sciences
ISSN: 0093-5301
Year: 1990
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