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 Researchers
Eda Gurel-Atay and Lynn R. Kahle




Strategic Marketing Imperatives and Insights: Common Pitfalls and Solutions
Thomas J. Reynolds

SECTION 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 Values
Emre Ulusoy and Paul G. Barretta




Handmade: How Indie Girl Culture is Changing the Market
Rachel Larsen and Lynn R. Kahle




Understanding the Voter Decision Trade-off Analysis as a Foundation for Developing More Predictive Polling Methodologies
Thomas 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 Values
Christopher Lee and Lynn R. Kahle

SECTION III Spiritual Aspects of Values




Meditation and Consumption
Nicha Tanskul and Yupin Patara




Religion: The New Individual Difference Variable and Its Relationship to Core Values
Elizabeth Minton and Lynn Kahle

SECTION IV Methodological Approaches




Mapping Human Values: Enhancing Social Marketing through Obituary Data-Mining
Mark Alfano, Andrew Higgins, and Jacob Levernier




Apple’s Religious Value: A Consumer Neuroscience Perspective
Yi-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 Scale

Eda Gurel-Atay, Lynn R. Kahle, Jorge Lengler, and C. H. Kim