Personal Values Theory Research Articles

Are We Truly Different in Personal Values and Compulsive Buying Proclivity? Cross‐Cultural Contrasts Between the United States and East‐Central Europe

ABSTRACTThe current study explores the intersection of personal values theory, consumer culture, and compulsive buying behavior theories. By examining the importance of different values types, we aim to understand the extent to which specific values influence individuals' tendency to either embrace or resist maladaptive behaviors like compulsive buying. This study postulated that one's values can both contribute to the development of compulsive buying tendencies and act as a protective factor. Importantly, we explored this values‐compulsive relationship within the contrasting consumer cultures of the United States characterized by individualism, and Poland, which predominantly exhibits collectivistic trends. In this work, we utilized two distinct samples/studies of American (n = 367) and Polish (n = 370) consumers and employed two key measurement tools: the Portrait Values Questionnaire and the Richmond Compulsive Buying Scale. The research findings revealed that values such as self‐direction, stimulation, hedonism, power, and achievement tend to promote compulsive buying tendencies irrespective of the cultural context. However, the prevalence of compulsive buying is more pronounced among American consumers compared to their Polish counterparts. Furthermore, the impact of hedonism and achievement on compulsive buying was twice as large in the United States as it was in Poland. On the other hand, values such as tradition, security, conformity, benevolence, and universalism appeared to help individuals in preventing or mitigating compulsive buying behavior. This study underscores the critical role of personal values, cultural variations, and their impact on compulsive buying tendencies among consumers. It highlights the presence of specific personal values that can either inhibit or facilitate the development of compulsive buying behaviors.

“Tell me who your friends are, and I will tell you who you are:” The contribution of peers to adolescents' values

AbstractValues serve as guiding principles, motivating specific behaviors, and actions. Peers spend a considerable amount of time together, thus offering a unique platform for the acquisition and development of values. During adolescence, a stage of life when youth are actively defining their identities, peers emerge as vital social agents, contributing significantly to the process of value formation. In this article, I examine the ways peers contribute to the development of youth's values, with a focus on basic personal values theory. This theory sheds light on how and why peers play a role in shaping the values of adolescents. It examines the phenomenon of similarity in peer values (values similarity) and explores how factors such as gender, age, and culture act as potential moderators in the relation between peers' and youth's values similarity. I conclude by summarizing key insights and proposing directions for research.

Food safety in consumer relations: the influence of personal values

Purpose: The aim of this article is to analyze the relationship between food safety and personal values in light of consumer behavior theory. Method: In this theoretical essay, this relationship is examined through a discussion on how consumers' subjective perceptions are influenced by their personal values in various contexts involving food safety. Findings: The debate addresses social, cultural, economic and environmental factors, considering that values are shaped through the interaction of these variables. By outlining their positioning strategies based on segments of values that are relevant to consumers, organizations are more likely to evoke favorable attitudes towards product acquisition. This includes considering external factors because they shape the formation of personal values and thus influence individuals' choices related to food and their perception of food safety. Originality: This work enriches the theory of personal values in the field of consumer behavior related to food safety by exploring the complex interplay between personal, cultural and market values. Considering personal values as a central element, the analysis presented provides insights for the development of more targeted marketing actions, effective public policies and food supply chain management approaches that meet consumers' expectations in terms of food safety.

A social media analysis of travel preferences and attitudes, before and during Covid-19

Covid-19 created tremendous uncertainty in the tourism industry; in this study, we use social media data to explore differences in the preferences and attitudes of tourism consumers, both before and during the pandemic. We use natural language processing (NLP) techniques to analyze over one million Reddit posts on travel-related subreddits. We investigate the preference for city and nature-oriented tourism in selected destinations; the analysis demonstrates that nature tourism gained interest during Covid-19 in destinations with rich nature resources, whereas city tourism lost interest in destinations known for city tourism. We also classify Reddit authors into two categories: conservation and openness, according to a psychological theory of personal values, and show that this is predictive, with openness associated with positive travel sentiment and low risk awareness. This points to the potential for value-based segmentation of travel consumers based on theoretically-grounded NLP analysis of social media data.

Thematic analysis using the Schwartz values theory: exploring the use of values appeals in persuasive speech during COVID-19 in Australia

AbstractThe Schwartz theory of personal values has been used extensively, and almost exclusively quantitatively, by researchers to increase understanding of the impact of values on human behaviour. While it provides a well-tested methodology and common language, the approach has been limited by its reliance on survey work, in which the researcher asks participants questions of interest, and then correlates these with respondents’ self-reporting of their values. There is limited qualitative work that has drawn on the insights of the Schwartz theory. The main exception is based on a lexicon of values words derived from Schwartz’s work which has been used to identify dominant societal values across time. We are proposing that the Schwartz theory can also be used to analyse values appeals in persuasive speech. Using thematic analysis of an example of political persuasion, we illustrate how Schwartz’s values work can be further adapted for qualitative research.

Entrepreneurship as Pathway into and out of Poverty? Evidence from Spain

Entrepreneurship is widely argued to be an important solution to poverty. While there is a growing volume of work on poverty and entrepreneurial action in developing nations, empirical work in developed countries is more scarce. Drawing on the entrepreneurial intentions and motivations literature together with personal values theory, we explore changes in the economic status and job status of 83 individuals from low-income contexts in Spain. Based on a series of multiple correspondence analysis and cluster analyses of data collected in two periods in time, three profiles of entrepreneurial intentions, motivations, and personal values associated with pathways into and out of poverty through entrepreneurship are identified. Implications are drawn for theory, practice and public policy.

Development of intraindividual value structures in middle childhood: A multicultural and longitudinal investigation.

We examined changes in value interrelations during middle childhood. In line with the Personal Values Theory, we expected a value system, with individuals similarly valuing related motivations, and setting priorities between conflicting motivations. We hypothesized this system to develop dynamically during middle childhood as children deepen their understanding of their own values. Using unfolding analysis, we estimated intraindividual value structure coherence, that is, the extent to which the interrelations among a child's values are similar to the hypothesized interrelations. Cross-Cultural Study 1 (N= 4615, 6-12-year-old children) included children from 12 countries. Cross-Sequential Study 2 (N= 629, 6-10-year-old children at Time 1) included three annual measurements. In Study 1, we found a curvilinear association between age and intraindividual value structure coherence: Children's values were more coherent at ages 9-10 than before or after. Study 2 confirmed this pattern of within-individual development. We propose that development in coherence with the theoretical value structure offers insight into children's understanding of values as well as changes in value priorities.

Entrepreneurship as a pathway into and out of poverty: a configuration perspective

ABSTRACT Entrepreneurship is widely argued to be an important solution to poverty. While there is a growing volume of work on poverty and entrepreneurial action in developing nations, empirical work in developed countries is more scarce. Drawing on the entrepreneurial intentions and motivations literature together with personal values theory, we explore changes in the economic status and job status of 83 individuals from low-income contexts in Spain. Based on a series of multiple correspondence analysis and cluster analyses of data collected in two periods in time, three profiles of entrepreneurial intentions, motivations, and personal values associated with pathways into and out of poverty through entrepreneurship are identified. Implications are drawn for theory, practice and public policy.

Toward the Extension of Antecedents of Compulsive Buying: The Influence of Personal Values Theory.

Although a great deal of research has been conducted on compulsive buying, little if any, research has explored compulsive buying from a wider theoretical perspective, encompassing all types of values as potential drivers of compulsive buying. In particular, no comprehensive research has been conducted in the diagnosis of mechanisms that direct the development of compulsive buying from the perspective of personal values theory. Thus, the objective of the current research was to explore compulsive buying within Schwartz's value model, as well as examining the role particular values play as predictors of compulsive buying. Data were obtained from randomly selected students (young adults), whose ages ranged from 17 to 25 years-old, enrolled at professional and high schools, and at universities in Poland. Personal values were measured by the Polish version of Personal Values Questionnaire, while compulsive buying propensity was assessed by the Polish version of the Richmond Compulsive Buying Scale. Generally, the study's hypotheses were supported by SEM analysis. That is, those who held values comprising "Self-Enhancement" and "Openness to Change" were more likely to be compulsive buyers. In contrast, those who held values comprising "Self-Transcendence" and "Conservation" were more likely to be non-compulsive buyers. Compulsive buyers were more self-focused, hedonistic, power- and achievement-oriented than non-compulsive buyers. Finally, values that emphasized importance of communal rather than individualistic goals appeared to prevent compulsive buying.

Categorizing Organic Grain Buyers in the Midwestern United States

Though the demand for organic grains is increasing, domestic supply is falling short. One of the major barriers to entry in the organic grain market for producers is the inability to identify an appropriate buyer, as well as a lack of understanding buyer perceptions, assistance offered, and contracting strategies. While classifications of organic producers exist, and have helped researchers and policymakers develop incentives, no such classification exists for organic grain buyers. Previous works have identified communication gaps between buyers and producers of organic grains, yet buyers’ beliefs and requirements regarding organic grain are not well documented in literature. Drawing from the personal values theory, this study proposes the categorization of organic grain buyers based on their commitment to the organic industry, with categories such as committed organic and pragmatic organic. We profiled grain purchases, buying arrangements, grain requirements, relationships, and business characteristics by buyer type. Means comparisons among groups showed that committed organic buyers seem to be primarily driven by social focus values, while pragmatic organic buyers tend to show values related to personal focus. A principal component analysis suggested the existence of three components constructed by contract-, perceptions-, and relationship-oriented characteristics in buyers. Our results allowed us to identify potential marketing opportunities by providing insight regarding types of assistance offered by buyers, how to build and maintain a relationship with buyers, types of purchasing agreements used, and purchasing agreement characteristics and requirements. Industry stakeholders can use this information to identify appropriate buyers based on times contracts are signed, payment timing, storage and transportation requirements, and the amount of organic practice documentation buyers require. Our categorization can provide the foundation for further research in the organic grain industry.

Personal values and gift giving act: a proposed connection

The consumption of gifts is relevant and many commerce sales are carried out during traditional times of gift-giving, such as Christmas. The objective of this paper is to propose and validate a model that measures the influence of personal values in the act of gift giving, also considering the role of gender in these relationships. A survey was carried out on 1,085 consumers. Through structural equation modeling with partial least squares (SEM-PLS), it was verified that the gift giving act is influenced by five personal values: self-direction, hedonism, tradition, achievement, and power. The results show that personal values can be used to predict the behavior of gifting. This study integrates Gift-Giving Theory and Personal Values Theory to better understand consumer attitudes and behaviors.

Предикторы выбора русскими стратегии поведения в межкультурном конфликте

The article describes the main results of the study investigating the predictors of the behavioral strategy choice among Russians in an imaginary conflict with a representative of the North Caucasus ethnic groups. The theoretical and methodological basis of the research includes the dual concern model, the refined theory of personal values by S. Schwartz and the concept of intergroup anxiety by W. Stefan and C. Stefan. As the predictors of the behavioral strategy choice in a conflict, following personal values were considered: Openness to change, Conservation, Self-Transcendence and Self-Enhancement. The role of intergroup anxiety was tested as a moderator affecting the link between values and behavior in the conflict. Cultural identity and self-esteem were considered as control variables. The study involved 214 ethnic Russians living in Russia (73 men, 141 women, age M = 31.96, SD = 10.21). Respondents were involved in the study helping by “snowball” method. The following methods were used: Organizational Conflict Inventory by M. Rahim in the modification of J. Oetzel, PVQ-R by S. Schwartz, the intercultural communication apprehension scale by J. Neulep and D. McKrosky, and the certain scales from the MIRIPS questionnaire. The results of the path analysis showed that the choice of the competing is positively related to the values of Self-Enhancement and is negative with the values of Self-Transcendence. The choice of collaborating strategy has a positive relation with the values of Self-Transcendence and Openness to change. The choice of an avoiding strategy is positively related to the values of Conservation and intergroup anxiety. The choice of the accommodating did not reveal a significant influence of values but this strategy is in positive connection with cultural identity and in a negative connection with self-esteem. Intergroup anxiety is a moderator of the relationship between the value of Openness to change and the collaborating strategy. The obtained results can be used in the development of recommendations in the field of intercultural communication and in the settlement of intercultural conflicts.

THE INFLUENCE OF PERSONAL VALUES ON FAMILY FIRM SUCCESSION: A STRUCTURAL MODEL

Setting out from the personal values theory of Schwartz (1992), this study aims to analyse the possible influences of personal values on the succession process in family firms. Data were collected through an online questionnaire together with a sample formed of 226 Portuguese family firms. Based on structural equation modelling (SEM), of the seven hypotheses suggested for the study, six were supported statistically, demonstrating that personal values influence the succession process in the family firm. The results suggest that personal values of a higher order (HOV) influencing succession factors are: 1) conservation influences the personal values of the predecessor and the context factor; 2) self-transcendence influences the successor's personal factors and those of relationship and process; 3) self-enhancement has an influence on the financial factor. This study also contributes to the literature on family firms, providing important results in the field of psychology for the area of management.

Service value and switching barriers: a personal values perspective

ABSTRACTThis research aims to investigate how customers, the key actors in a service relationship, perceive service value and switching barriers. The study is framed along the means-end-chain theory of personal values and theory of customer resources in the service-dominant logic. Hypotheses about the impact of personal values on customer value, switching barriers and customer loyalty were tested using structural equation modeling of survey data obtained from the health care and retail banking sectors in Vietnam. The results show that in both sectors, personal values have a significant impact on perceived process and outcome value as well as on perceived economic and relational switching barriers. Economic barriers were found to affect loyalty in the banking sector, in the same way that relational barriers affect loyalty in the health-care sector only. Loyalty in both sectors is influenced by process but not by outcome value. The implications of these findings are discussed.

Personal values and prosocial behaviour in strategic interactions: Distinguishing value‐expressive from value‐ambivalent behaviours

AbstractRelying on the framework provided by Schwartz's theory of personal values, we investigated whether values can help explain prosocial behaviour. We first distinguished value‐expressive behaviours from value‐ambivalent behaviours. The former are compatible with primarily one value or with congruent values, the latter with mutually conflicting values. In Study 1, an analysis over all 41 (39 unpublished) samples in which we measured personal values and prosocial behaviour in monetarily incentivized strategic interactions (N = 1289; data collected between 2007 and 2010 in China, Finland, Germany, Israel, and the West Bank) supported our idea that personal values, universalism in particular, predict value‐expressive (prisoner's dilemma cooperation and trust game back‐transfers) but not value‐ambivalent behaviours (trust game transfers and ultimatum game proposals and responses). Study 2 (N = 56) focused on dictator game behaviours, which we expected and found to be strongly value‐expressive. The findings contribute to the ongoing discussion on whether and under which circumstances values shape behaviour. Copyright © 2013 John Wiley & Sons, Ltd.

Impact of service personal values on service value and customer loyalty: a cross-service industry study

This study investigates the customer’s perception of service value based on theory of personal values. A formative structural model is developed and tested using the data surveyed from three service industries in Vietnam. Results show a positive impact of service personal values on service value. Then, service value and satisfaction are proved as two mediating constructs in the impact of service personal values on customer loyalty. Satisfaction and loyalty are, thus, not only determined by the supplier’s service itself, but also the customer’s personal values. This consolidates the value co-creation perspective rather than the traditional value exchange in service research.

Deconstructing mobile commerce service with continuance intention

This study develops a theory of personal values and trust in mobile commerce (m-commerce) service systems. Research hypotheses involve the satisfaction formation processes and usage continuance intentions in m-commerce service context, and the participator is selected from three private wireless telecommunication service providers in Taiwan. Results showed: consumers might not use the m-commerce service in the future without being totally satisfied with the system and their customer values; mobile technology trusting expectations were very important in the continued m-commerce service usage behaviour; and the providers might not fulfil the m-commerce service need for consumers, but satisfied with the m-commerce service delivered.