Value-System Segmentation: Exploring the Meaning of LOV

15 Pages Posted: 15 Apr 2014

See all articles by Wagner A. Kamakura

Wagner A. Kamakura

Rice University

Thomas Novak

George Washington University School of Business

Date Written: 1992

Abstract

Human values have been increasingly used as a basis for market segmentation. The list of values (LOV) is one common approach to segmentation: typically, mar­keters use the top-ranked value to assign consumers to segments. Although it is simple to implement, the top-rank approach to values segmentation conflicts with Rokeach’s concept of an ordered value system, in which individual values are or­ganized in the context of an overall hierarchy. This study uses a new measurement model that identifies latent (unobserved) value-system segments derived from a ranking of the LOV items. Higher-order value-system segments reflect the reality that multiple values will affect an individual’s behavior. A values map is also\con­structed, which allows dimensions underlying the value-system segments to be identified. Data from a national survey show that the resulting value-system segments and values map have face validity consistent with the psychological structure of human values recently hypothesized by S. H. Schwartz and W. Bilsky.

Suggested Citation

Kamakura, Wagner A. and Novak, Thomas, Value-System Segmentation: Exploring the Meaning of LOV (1992). Journal of Consumer Research, Vol. 19, No. 1, 1992, Available at SSRN: https://ssrn.com/abstract=2424938

Wagner A. Kamakura (Contact Author)

Rice University ( email )

6100 South Main Street
P.O. Box 1892
Houston, TX 77005-1892
United States
(713) 348-6307 (Phone)

Thomas Novak

George Washington University School of Business ( email )

2121 I Street NW
Washington, DC 20052
United States
9515431592 (Phone)

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