Human Values and Product Symbolism: Do Consumers Form Product Preference by Comparing the Human Values Symbolized by a Product to the Human Values That They Endorse?¹

The present study proposes a cognitive process in which consumers form product preference by attending to and evaluating the human values symbolized by a product against the human values that they endorse. Individuals in the treatment group were informed that owners or heavy users of specific products hold certain human values. Results show that, compared with the control group, the treatment group perceived greater human value product symbolism and held more favorable attitudes toward products that symbolized the values that they endorsed. Moreover, the consistency between value endorsement and product preference was strongest for individuals in the treatment group who had a predisposition to attend to the symbolic meanings of products or believed that values in general are personally relevant.