Publication | Closed Access
USING THE LIST OF VALUES (LOV) TO UNDERSTAND CONSUMERS
328
Citations
0
References
1988
Year
Marketing AnalyticsConsumer StudyValue TheoryConsumer ResearchBusiness AnalyticsData Analysis StrategiesSocial ValuesTo Understand ConsumersMarket AnalysisManagementConsumer BehaviorConsumer IssueMarket SegmentationValue CreationHealth SciencesEconomicsMarket BehaviorMarketingConsumer ScienceInteractive MarketingBusiness
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.