17
Figure 2-1 Consumer Value Framework (Babin & Harris 2009)
2.2.1. Personal Values
The term
‘‘personal
values’’ is used to reflect the belief
that
values are being
measured at
the individual level (Hanna, 1980).
Below
is
a
list
of
important
personal
values
culled
from
years
of
observing
individual
success.
Rokeach
(1968,
1973)
defined
a
personal
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
of
existence’’.
Personal
values
are
generally
accepted
as
a
major
influence
on
human
behavior
and
consumption
patterns
(Keng
and
Yang,
1993),
and
are
used
as
a
tool
for
marketing segmentation (Vinson
and
Scott, 1977; Schiffman et al., 2003).
Past studies have suggested that personal
values are
useful
in
understanding behavior as
complex
as
the selection of
a
particular brand
within
a
product
class
category
(Pitts
and
Woodside,
1983).
It
is
important
for
marketers
to
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