ABSTRACT
Personal values research in marketing has recently received a substantial amount of attention from both academics and practitioners. This more in-depth profiling of the consumer and his or her relationship to products offers potential not only for understanding the “cognitive” positionings of current products but also permits the development of positioning strategies for new products. Endorsing this more psychological view of the marketplace, Sheth (1983) suggested that to be competitive in marketing products in the 1980s, both researchers and management are going to have to, if they have not already, adopt this consumerbased orientation rather than one that merely focuses on product characteristics.
