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, Guang-Xin Xie, Johnny Chen and Lynn Richard Kahle

The list of values (LOV) was administered in a national survey in 2007 to monitor social values across key demographic variables in the United States (Kahle, 1983).

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

INTRODUCTION

Social 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...

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