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April 1, 1977Journal of Marketing709 citations

The Role of Personal Values in Marketing and Consumer Behavior

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DVDonald E. VinsonJSJerome E. ScottLLLawrence M. Lamont

Key Points

  • The aim is to explore the relationship between personal values and consumer choice behavior.
  • Review of existing literature on personal values and marketing strategies.
  • Analysis of consumer decision-making processes influenced by personal values.
  • Personal values significantly affect consumer choice behavior.
  • Marketers can enhance targeting strategies by understanding consumer values.

Abstract

Can Personal Values be used to assist marketers in determining consumer choice behavior?

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Cite This Study

Vinson et al. (1977) studied this question.

synapsesocial.com/papers/6a08f2a627ceb0c2a2d62318https://doi.org/10.1177/002224297704100215
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Also Consider

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