Forecasting Consumer Values

Abstract

Seeks to highlight the potential role of consumer values as a guiding force to technology. Posits, in order to assess these values, that considering the field of futures research in consumer behaviour is warranted. Discusses several models of futures research advancing the Delphi technique as a most appropriate methodology for predicting the future behaviour and preferences of consumers. Focuses on the notion that consumers' values can play a more prominent role in guiding the use of technology insofar as it relates to the production of consumable goods and services. Contends that the information revealed and examined here is vital for anyone concerned with an integrated approach to futures research, in particular for those organisations concerned in this market.

Citation

Barry, T.E. and Wooton, L.M. (1977), "Forecasting Consumer Values", European Journal of Marketing, Vol. 11 No. 7, pp. 499-507. https://doi.org/10.1108/EUM0000000005031