USING THE LIST OF VALUES (LOV) TO UNDERSTAND CONSUMERS
Lynn R. Kahle
(Associate Professor of Marketing at the University of Oregon. He earned his Ph.D. in Social Psychology at the University of Nebraska—Lincoln.)
Patricia Kennedy
(Doctoral student at the University of Oregon. Before entering the doctoral program, she was an executive with an advertising agency in Portland, Oregon.)
2295
Abstract
Research on social values has been shown to be beneficial in market segmentation. This article describes the List of Values (LOV), a methodology that may allow comparison and contrast of values. Details of the methodology and recent research using it are described, and data analysis strategies are discussed.
Citation
Kahle, L.R. and Kennedy, P. (1988), "USING THE LIST OF VALUES (LOV) TO UNDERSTAND CONSUMERS", Journal of Services Marketing, Vol. 2 No. 4, pp. 49-56. https://doi.org/10.1108/eb024742
Publisher
:MCB UP Ltd
Copyright © 1988, MCB UP Limited