Abstract:
Since the late 1970s, there has been a growing interest in using value dimensions for the explanation of consumer behaviour. The present paper discusses these applications. The communication of findings and problems of maintaining stability in the dimensions over time and across countries has led to simplifications. The main tendency has been to develop a two-dimensional space in which consumption, respondents and values are placed. In the present paper, the dimensions used in different value systems are compared. Basically, the conclusion that emerges is that when one forces a value system into a two-dimensional solution, almost regardless of the questions asked one ends up with two quite similar dimensions, the one ranging from modern to traditional, the other relating to individualism versus valuing social factors, i.e., egoism versus hedonism. The paper describes how the two-dimensional solution defines nine segments. The paper concludes with a discussion of the need for the development of a standardised two-dimensional system, much like the standardised measurements of sex, age, head of household, etc., developed by ESOMAR earlier.
Research Papers
Profiling media users
Catalogue: Seminar 1998: Towards Total Communications Strategies
Authors: Kristian Arnaa, Rolf Randrup, Suzanne Beckmann, Flemming Hansen
Company: KANTAR TNS Malaysia
October 20, 1998
Research Papers
Talking is understanding
Catalogue: ESOMAR Congress 1999: The Race For Innovation
Authors: Henrik J. Hansen, Claus Wilki, Lone Willumsen
 
September 1, 1999
Research Papers
Store loyalty, frequency of shopping and their determinants
Catalogue: Seminar 1997: The Changing Retail Scene
Authors: Flemming Hansen, Foul K. Faarup, Antje Christensen
Company: KANTAR TNS Malaysia
June 15, 1997
