Values are an important concept in marketing because they comprise part of peoples’ identity and can thus help marketers separate and target different audiences. Unsurprisingly, places and their marketing initiatives increasingly try to appeal to (potential) residents’ identity by communicating core values. While the notion of value congruence is not novel, most empirical methods in marketing to date only account for the degree rather than the level of congruence. To address this issue, the present article utilizes polynomial regression and response surface methodology (Edwards & Parry, ) in the context of place marketing. Accordingly, the first study shows that the perceived congruence of residents’ own values and the values of stereotypical city inhabitants significantly affect residents’ feelings about their own cities (N = 1257), but with different effects for different values and levels of congruence. This finding holds not only for popular target groups such as the “creative class” but also across all groups. The second study (N = 449) shows that city slogans can effectively communicate specific values and that value congruence leads to a more positive evaluation of the city brand. Finally, the article discusses the benefits of differentiating between levels of congruence both in marketing research in general, and place brand management in particular.
According to Schwartz’s theoretical model of values, personal values are integrated in a two-dimensional circumplex structure, reflecting conflicts and compatibilities of their motivational contents. Albeit in large number, so far, all empirical studies supporting the model were based on correlations across individuals, thus capturing the circumplex structure as an emergent phenomenon of the sample. Using large representative data sets from 17 European countries, we test whether the structure also accounts for value conflict and congruity on the intraindividual level and whether this generalizes across cultures. Despite some intercultural differences in the degree, we find the circumplex model generally to be a good representation of intraindividual value (in-)compatibilities. The fit to the model was moderated by age and value preference: Persons whose value profiles show a poor fit to the model are (a) younger than the majority and (b) endorse values that are usually considered less important. Implications for research on motivational conflicts and compatibilities of values are discussed.
The relative importance of values is a central feature in Schwartz’s value theory. However, instruments used for validating his theory did not assess relative importance directly. Rather, values were independently rated and scores then statistically centered, person-by-person. Whether these scores match those that result from explicitly comparing values has not been tested. We study this here using the Computerized Paired Comparison of Values (CPCV). This instrument was applied to samples from Germany, Brazil, Spain, and Israel, together with Schwartz’s Portrait Values Questionnaire (PVQ). CPCV- and PVQ-data were analyzed by separate and joint multidimensional scaling, generalized procrustes, and response time analyses. Results support the validity of Schwartz’s structural theory, independently of the assessment instrument used.
We propose a theory of prescriptive attribution as a theoretical framework for research on the justification of actions. Justification is viewed as one possible strategy of account-giving necessitated by violations of socially shared standards of conduct. The theory makes two main assumptions. First, at the core of every justification is an at least implicit reference to a basic ethical principle. Second, justifications are in several respects similar to reason attributions; they can, therefore, be conceived of as “prescriptive attributions.” Variables that affect prescriptive attributions include factual characteristics of the action and its context, stable personality characteristics of the justifying person, and temporary motivational biases such as impression management concerns.
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