JAY SHREE RAM group re psychological inventories used to determine the values that people endorse in their lives. They facilitate the understanding of both work and general values that individuals uphold. In addition, they assess the importance of each value in people's lives and how the individual strives toward fulfillment through work and other life roles, such as parenting.  Super, Donald and Dorothy D. Nevill. "Brief Description of Purpose and Nature of Test." Consulting Psychologists Press'.' 1989: 3-10. Print.  Most scales have been normalized and can therefore be used cross-culturally for vocational, marketing, and counseling purposes, yielding unbiased results.Beatty, Sharon E., et al. "Alternative Measurement Approaches to Consumer Values: The List of Values and the Rokeach Value Survey." Psychology and Marketing. 1985: 181-200. Web. Psychologists, political scientists, economists, and others interested in defining values, use values scales to determine what people value, and to evaluate the ultimate function or purpose of values.Johnston, Charles S. "The Rokeach Value Survey: Underlying Structure and Multidimensional Scaling." The Journal of Psychology. 1995: 583-597. Print. Values are important in the construction of personal morality and as a basis for living life. Recent literature suggests that social values are reflected in a large variety of advertisements and can influence audience reactions to advertising appeals.Hornikx, J., & O’Keefe, D. J. (2009). Adapting consumer advertising appeals to cultural values: A meta-analytic review of effects on persuasiveness and ad liking. Annals of the International Communication Association, 33 (1), 38-71 When a choice is tied to a value, that choice then becomes more attractive to people who share that value. Means-end chain analyses often find that consumers select products with attributes that deliver consequences, which in turn contribute to value fulfillment. In short, people's values resonate in and are observable throughout their daily lives. An example, presented in the Journal of Advertising Research  by Eda Gurel-Atay, is coffee. People who endorse fun and enjoyment in life may want a cup of coffee for its rich, pleasant taste. Meanwhile, people who value a sense of accomplishment may rather use coffee as a mild stimulant. People who value warm, loving relationships with others may want a cup of coffee to share in a social manner. Perspective and personal beliefs greatly influence behavior.
Values scales are psychological inventories used to determine the values that people endorse in their lives. They facilitate the understanding of both work and general values that individuals uphold. In addition, they assess the importance of each value in people's lives and how the individual strives toward fulfillment through work and other life roles, such as parenting. <ref name="SuperDonald"> Super, Donald and Dorothy D. Nevill. "Brief Description of Purpose and Nature of Test." Consulting Psychologists Press'.' 1989: 3-10. Print. </ref> Most scales have been normalized and can therefore be used cross-culturally for vocational, marketing, and counseling purposes, yielding unbiased results.Beatty, Sharon E., et al. "Alternative Measurement Approaches to Consumer Values: The List of Values and the Rokeach Value Survey." Psychology and Marketing. 1985: 181-200. Web. Psychologists, political scientists, economists, and others interested in defining values, use values scales to determine what people value, and to evaluate the ultimate function or purpose of values.Johnston, Charles S. "The Rokeach Value Survey: Underlying Structure and Multidimensional Scaling." The Journal of Psychology. 1995: 583-597. Print. Values are important in the construction of personal morality and as a basis for living life. Recent literature suggests that social values are reflected in a large variety of advertisements and can influence audience reactions to advertising appeals.Hornikx, J., & O’Keefe, D. J. (2009). Adapting consumer advertising appeals to cultural values: A meta-analytic review of effects on persuasiveness and ad liking. Annals of the International Communication Association, 33 (1), 38-71 When a choice is tied to a value, that choice then becomes more attractive to people who share that value. Means-end chain analyses often find that consumers select products with attributes that deliver consequences, which in turn contribute to value fulfillment. In short, people's values resonate in and are observable throughout their daily lives. An example, presented in the Journal of Advertising Research '' by Eda Gurel-Atay, is coffee. People who endorse fun and enjoyment in life may want a cup of coffee for its rich, pleasant taste. Meanwhile, people who value a sense of accomplishment may rather use coffee as a mild stimulant. People who value warm, loving relationships with others may want a cup of coffee to share in a social manner. Perspective and personal beliefs greatly influence behavior.
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