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Alternative measurement approaches to consumer values: The list of values and the rokeach value survey
Author(s) -
Beatty Sharon E.,
Kahle Lynn R.,
Homer Pamela,
Misra Shekhar
Publication year - 1985
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.4220020305
Subject(s) - value (mathematics) , psychology , discriminant validity , social desirability , social psychology , consumer research , marketing , statistics , mathematics , psychometrics , business , internal consistency , clinical psychology
Two methods of measuring consumer values, the List of Values and the Rokeach Value Survey, are compared. Both involve some social desirability responding but both have convergent, discriminant, and empirical validity for consumer research. The List of Values may be preferable for some types of research because it detects more daily influence in people's lives and because it is simpler to administer.