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Volume 2, Issue 4
1 April 1988
Journal of Services Marketing Cover Image for Volume 2, Issue 4
Review Article| April 01 1988

USING THE LIST OF VALUES (LOV) TO UNDERSTAND CONSUMERS

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Lynn R. Kahle
Associate Professor of Marketing at the University of Oregon. He earned his Ph.D. in Social Psychology at the University of Nebraska—Lincoln.
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Patricia Kennedy
Doctoral student at the University of Oregon. Before entering the doctoral program, she was an executive with an advertising agency in Portland, Oregon.
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Author & Article Information
Publisher: Emerald Publishing
Online ISSN: 2054-1651
Print ISSN: 0887-6045
© MCB UP Limited
1988
Journal of Services Marketing (1988) 2 (4): 49–56.
https://doi.org/10.1108/eb024742

Research on social values has been shown to be beneficial in market segmentation. This article describes the List of Values (LOV), a methodology that may allow comparison and contrast of values. Details of the methodology and recent research using it are described, and data analysis strategies are discussed.

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© MCB UP Limited
1988
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