search query: @author Colarelli O'Connor, G. / total: 4
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| Author: | Durgee, J. F. Colarelli O'Connor, G. Veryzer, R. W. |
| Title: | Observations: Translating values into product wants |
| Journal: | Journal of Advertising Research
1996 : NOV/DEC, VOL. 36:6, p. 90-100 |
| Index terms: | CONSUMERS PRODUCTS ATTITUDES INDIVIDUAL BEHAVIOUR |
| Language: | eng |
| Abstract: | There are currently two ways to assess target value systems. One is to apply a standard value inventory like the Rokeach inventory or the L.O.V. The other is to ask consumers to describe their feelings about products in such a way that ultimate values come out. Both of the methods have their strenghts and weaknesses. It is recommended that researchers first ask target consumers about core values and after that ask them to describe the values in terms of selected products. The goal is a "means-ends" product-value chain which begins with core target values and causally relates them to actual product use. |
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