Consumer Social Values

Eda Gurel-Atay (PhD, University of Oregon) is an independent scholar conducting academic research on consumer values, materialism, sustainability, consumer well-being, and celebrity endorsements. Lynn R. Kahle is Professor at Pace University in New York and Professor Emeritus of Business at the University of Oregon. He serves on American Psychological Association Council of Representatives.

• SECTION I Key Issues in Social and Cultural Values Introduction: Advances in Social and Cultural Values: Implications for Communications and Consumer ResearchersEda Gurel-Atay and Lynn R. Kahle Strategic Marketing Imperatives and Insights: Common Pitfalls and SolutionsThomas J. ReynoldsSECTION II Specific Applications of Values Research and Theory Self-Sufficiency & Materialism: Scale Development & Its Implications Yupin Patara and Nicha Tanskul "I" Value Contrast, but "We" Appreciate Harmony: Self-Construal Reflects Cultural Differences in Response to Visual DesignKristina Haberstroh and Ulrich R. Orth Subcultural Ethos: The Dynamic Reconfiguration of Mainstream Consumer ValuesEmre Ulusoy and Paul G. Barretta Handmade: How Indie Girl Culture is Changing the MarketRachel Larsen and Lynn R. Kahle Understanding the Voter Decision Trade-off Analysis as a Foundation for Developing More Predictive Polling MethodologiesThomas J. Reynolds Money Attitudes and Social Values: A Research Program and Agenda Gregory M. Rose, Altaf Merchant, Mei Rose, Aysen Bakir, and Drew Martin Social Media and ValuesChristopher Lee and Lynn R. KahleSECTION III Spiritual Aspects of Values Meditation and Consumption Nicha Tanskul and Yupin Patara Religion: The New Individual Difference Variable and Its Relationship to Core ValuesElizabeth Minton and Lynn KahleSECTION IV Methodological Approaches Mapping Human Values: Enhancing Social Marketing through Obituary Data-MiningMark Alfano, Andrew Higgins, and Jacob Levernier Apple’s Religious Value: A Consumer Neuroscience PerspectiveYi-Chia Wu Country-to-Animal-to-Brand-to-Consequences Unaided Evocations: Uncovering consumer-brand DNA using zoomorphic metaphor elicitation Drew Martin, Nitha Palakshappa, and Arch Woodside A Comparing and Contrasting of the List of Values and the Schwartz Value ScaleEda Gurel-Atay, Lynn R. Kahle, Jorge Lengler, and C. H. Kim

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