Changes in Social Values in the United States, 1976–2007: Self-Respect Is on the Upswing as a Sense of Belonging Becomes Less Important
Eda Gurel-Atay
University of Oregon
Guang-Xin Xie
University of Massachusetts-Boston
Johnny Chen
University of Oregon
Lynn Richard Kahle
Lundquist College of Business
INTRODUCTIONSocial values have been a focal area in advertising research for decades. Extant literature suggests that social values are reflected in a great variety of advertisements and can influence audience reactions to advertising appeals (Becker and Connor, 1981; Chow and Amir, 2006; Kahle, Poulos, and Sukhdial, 1988; Lin, 2001; Vinson, Scott, and...