The Universality of Values: Implications for Global Advertising Strategy

General values have been increasingly used as a basis for market segmentation. While the content and structure of values have been extensively studied, the relationship between a values structure and implications for segmentation as well as brand appeal and media consumption has not been analyzed as thoroughly.

The Universality of Values: Implications for Global Advertising Strategy

Simeon ChowGfK NOPSarit AmirGfK NOP
General values have received a great deal of attention in the social-psychology literature. The seminal work of Schwartz and Bilsky (1987, 1990...