Business Commons^™

The Direct And Indirect Influences Of Human Values On Product Ownership., Michael W. Allen, Sik Hung Ng

Michael Allen

The present study proposes a conceptual model of how consumers' choice of products may be influenced by the human values that they endorse. The model suggests that values can influence product choice directly or indirectly depending on the meaning of the product and the kind of judgement used to evaluate that meaning. Speci®cally, values would have a direct influence on product choice when consumers attend to a product's symbolic meaning and make an a€ective judgement, and have an indirect influence (via tangible attribute importance) when consumers attend to a product's utilitarian meaning and make a piecemeal judgement. To test the …