ABSTRACT
This chapter examines the behavioural implications of the advertiser's task. Spelling out what the advertiser's task entails behaviorally is not a matter of a single sentence. As a first approximation, it has aspects that may be stated as follows. Advertisers, and the consumer psychologists who advise them, want some ground for believing that an ad campaign is a worthwhile use of scarce resources. The chapter use that analysis to comment on views of selected theorists of values. Consider, for example, Feather's suggestion that the construct of values enhances behavioral understanding by extending the scope of expectancy-value formulations; the author has noted some congruence with his own theoretical position. The chapter also discusses from the present theoretical perspective the relevance of value and values to the advertiser's task. The author has selected two topics for discussion here, namely, Fischhoff's failing to distinguish between value and values, and his linking value(s) to 'possible', to the exclusion of actual, events.
