What are values?
Values are ideas held by individuals or groups about what is desirable, proper, good and bad. What individuals value is strongly influenced by the specific culture in which they happen to live. From Introduction to Sociology, 2007, A. Giddens, Mitchell Duneier & Richard Appelbaum
Different cultures have different values; they see different things as desirable. In Papau New Guinea teenage boys of the Iatmul tribe endure thousands of razor cuts intended to create scars that resemble a crocodile’s hide. Males remain ‘boys’ until they go through this procedure regardless of their age.
In western culture this process would seem barbaric to most people. This is because of the culture that most people grew up in and the resulting values they hold.
Reflection on VALS test
TimeLine events that impact on the values
Why study values?
Values are important to study because if we believe our values drive our behaviour, we should concentrate on what motivates us to make our choices, rather than just the attributes of the product purchased" Ries & Trout 1982
How can values be exploited?
If values drive our behaviour and consumer behaviour then it allows us a greater insight into how to market a product. If we know what people value then products can be marketed in a way which fulfils the values people aspire to.
Values test
Strategic Business Insight offer a values test, which tests a person's product ownership, media preferences, hobbies, additional demographics, or attitudes (for example, about global warming).
Your primary VALS™ type is Experiencer, and your secondary type is Innovator.The primary VALS type represents your dominant approach to life. The secondary classification represents a particular emphasis you give to your dominant approach.
Experiencers are avid consumers and spend a comparatively high proportion of their income on fashion, entertainment, and socializing. Their purchases reflect the emphasis that they place on looking good and having "cool" stuff.
Image is important to Innovators, not as evidence of status or power but as an expression of their taste, independence, and personality. Innovators are among the established and emerging leaders in business and government, yet they continue to seek challenges. Their lives are characterized by variety. Their possessions and recreation reflect a cultivated taste for the finer things in life.
While this sounds lovely, I can't really say I agree with the results as the test itself is rather vague and the questions are far too general, such as "I would rather make something than buy it". Also, I don't really value having "cool" stuff highly at all.
Kahle's values
Kahle's values are used to distinguish between behaviours and the root values which drive them.
Laddering
Laddering is a psychological technique used to find out the root values and beliefs people hold. It's a systematic tool, which can be adapted to market research to study consumer behaviour.
Values are ideas held by individuals or groups about what is desirable, proper, good and bad. What individuals value is strongly influenced by the specific culture in which they happen to live. From Introduction to Sociology, 2007, A. Giddens, Mitchell Duneier & Richard Appelbaum
Different cultures have different values; they see different things as desirable. In Papau New Guinea teenage boys of the Iatmul tribe endure thousands of razor cuts intended to create scars that resemble a crocodile’s hide. Males remain ‘boys’ until they go through this procedure regardless of their age.
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| Crocodile skin |
In western culture this process would seem barbaric to most people. This is because of the culture that most people grew up in and the resulting values they hold.
Reflection on VALS test
TimeLine events that impact on the values
Why study values?
Values are important to study because if we believe our values drive our behaviour, we should concentrate on what motivates us to make our choices, rather than just the attributes of the product purchased" Ries & Trout 1982
How can values be exploited?
If values drive our behaviour and consumer behaviour then it allows us a greater insight into how to market a product. If we know what people value then products can be marketed in a way which fulfils the values people aspire to.
Values test
Strategic Business Insight offer a values test, which tests a person's product ownership, media preferences, hobbies, additional demographics, or attitudes (for example, about global warming).
Your primary VALS™ type is Experiencer, and your secondary type is Innovator.The primary VALS type represents your dominant approach to life. The secondary classification represents a particular emphasis you give to your dominant approach.
Experiencers are avid consumers and spend a comparatively high proportion of their income on fashion, entertainment, and socializing. Their purchases reflect the emphasis that they place on looking good and having "cool" stuff.
Image is important to Innovators, not as evidence of status or power but as an expression of their taste, independence, and personality. Innovators are among the established and emerging leaders in business and government, yet they continue to seek challenges. Their lives are characterized by variety. Their possessions and recreation reflect a cultivated taste for the finer things in life.
While this sounds lovely, I can't really say I agree with the results as the test itself is rather vague and the questions are far too general, such as "I would rather make something than buy it". Also, I don't really value having "cool" stuff highly at all.
Kahle's values
Kahle's values are used to distinguish between behaviours and the root values which drive them.
1. Self Respect
2. Excitement
3. Being Well Respected
4. Self-fulfilment
5. Sense of accomplishment
6. Warm relationship with others
7. Security
8. Fun & enjoyment
9. Sense of belonging
The top row depicts the stages involved in the laddering, finishing with terminal values.
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