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The title of this talk is "Social Values and Cross-cultural Factors in Consumer Behavior".
My name's Lynn Kahle,
from the University of Oregon,
and I'm Chair of the Marketing Department there and I've also
been previously President of the Society for Consumer Psychology.
Really, I'm head of the American Marketing Association Special Interest Group
on Consumer Behavior.
Milton Rokeach was the father of Modern Social Science Research on Social Values.
Rokeach believed that social values influence all aspects of life.
In fact, Rokeach considered values the most important construct in all of social science.
Rokeach formally defined a social value
as "... an enduring belief that a specific mode of conduct or
end-state of existence is personally or socially
preferable to an opposite or converse mode of conduct or end-state..."
In other words, social values are the kinds of things that you might fight and die for.
The kinds of things that you consider the most important aspect of your life.
The kinds of things that you care about more deeply than anything else.
The kinds of things that you turn to when you are
looking for the most fundamental aspects of what you believe.
Values provide an individual level measure of the culture and conditions of a society.
That is to say, values are the individual's representation of how he or
she fits in with society and can best adapt to the conditions of society.
Values, essentially are the society representation within
the individual of what it is that a person should use for decision-making criteria.