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Consumer values versus perceived product attributes: Relationships among items from the MVS, PRS, and PERVAL scales


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  • Lee, Donghun
  • Trail, Galen T.
  • Kwon, Hyungil H.
  • Anderson, Dean F.
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    Consumer values and the perceived attributes of a product elicit consumptive behaviors. The purpose of this study was twofold: (a) to test the psychometric properties of three scales (MVS; Richins & Dawson, 1992; PRS, Richins, 1994; PERVAL scale, Sweeney & Soutar, 2001) that measure consumer values and the perceived attributes of a product within a licensed sport merchandise (LSM) setting, and (b) to examine the relationships among items across the three scales for commonalities, and to examine the relationships between consumer values (CV) and perceived product attributes (PPA). Statistical analyses indicated that the psychometric properties of the MVS, PRS, and PERVAL scales could be improved substantially. A principal components analysis (PCA) indicated nine interpretable dimensions; five that could be categorized as CV dimensions (Social Approval, Materialism, Covetousness, Prestige/Status, and Escape) and four that could be categorized as PPA dimensions (Price/Quality, Nostalgia, Craftsmanship, and Aesthetic Beauty).

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    Bibliographic Info

    Article provided by Elsevier in its journal Sport Management Review.

    Volume (Year): 14 (2011)
    Issue (Month): 1 (February)
    Pages: 89-101

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    Handle: RePEc:eee:spomar:v:14:y:2011:i:1:p:89-101

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    Keywords: Consumer values Perceived product attributes;


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    1. Kahle, Lynn R & Beatty, Sharon E & Homer, Pamela, 1986. " Alternative Measurement Approaches to Consumer Values: The List of Values (LOV) and Values and Life Style (VALS)," Journal of Consumer Research, University of Chicago Press, vol. 13(3), pages 405-09, December.
    2. Helgeson, James G, et al, 1984. " Trends in Consumer Behavior Literature: A Content Analysis," Journal of Consumer Research, University of Chicago Press, vol. 10(4), pages 449-54, March.
    3. Holt, Douglas B, 1995. " How Consumers Consume: A Typology of Consumption Practices," Journal of Consumer Research, University of Chicago Press, vol. 22(1), pages 1-16, June.
    4. Richins, Marsha L & Dawson, Scott, 1992. " A Consumer Values Orientation for Materialism and Its Measurement: Scale Development and Validation," Journal of Consumer Research, University of Chicago Press, vol. 19(3), pages 303-16, December.
    5. Darby, Michael R & Karni, Edi, 1973. "Free Competition and the Optimal Amount of Fraud," Journal of Law and Economics, University of Chicago Press, vol. 16(1), pages 67-88, April.
    6. Nelson, Phillip, 1970. "Information and Consumer Behavior," Journal of Political Economy, University of Chicago Press, vol. 78(2), pages 311-29, March-Apr.
    7. Richins, Marsha L, 1994. " Valuing Things: The Public and Private Meanings of Possessions," Journal of Consumer Research, University of Chicago Press, vol. 21(3), pages 504-21, December.
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    Cited by:
    1. Walsh, Gianfranco & Shiu, Edward & Hassan, Louise M., 2014. "Replicating, validating, and reducing the length of the consumer perceived value scale," Journal of Business Research, Elsevier, vol. 67(3), pages 260-267.


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