SWOCC’s Values Inventory

Joke Oppenhuisen

Values play an important role in every society: they inform choices, ideas and behaviour, both in general and among consumers.

SWOCC's Values Inventory

Joke Oppenhuisen

Values play an important role in every society. Values make choices possible, motivate ideas, and guide behaviour. Values have become a common concept in the study of consumer behaviour and an important tool in marketing research. In 2000, SWOCC conducted a comprehensive inventory of the values of the Dutch population.

In order to arrive at this inventory, the study started with 20 qualitative interviews. The coded conversations contained 1,372 value descriptions, which were condensed to 160 representative values. These 160 values were then presented to a panel of 2,400 persons in order to determine the...

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