Com quantificar-los i computar-los

In clothing research, the LOV scale has also been used to study the influence of value on consumer behaviour. For example, Goldsmith and Stith (1992), examined the social values of fashion innovators, the earliest buyers of new clothing fashions. It was hypothesized that when compared with non-innovators, fashion innovators would place more emphasis on the value of excitement.

82 | P a g e Data from a random sample of 607 middle and upper class consumers provided support for the hypothesis. Another study conducted by Goldsmith, Heitmeyer and Freiden (1991), examined the relationships between fashion leaders and the nine social values measured by Kahle’s LOV scale.

Data from 248 women aged between 16 and 85 revealed that fashion leadership was associated with social values of excitement and fun/enjoyment in life.

In an attempt to explore cross-cultural consumer values, needs and purchase behaviour, Kim et al.

(2002) examined which values are strong motivators of needs to be met by apparel in two Asian markets – China and South Korea. Using Kahle’s LOV scale, two dimensions of consumer values:

self-directed values and social affiliation values were identified in the study. The findings demonstrated that only self-directed consumer values were significantly related to types of needs to be satisfied by apparel products for both Chinese and Korean female consumers. In 2005, Kim attempted to examine potential linkages between values and dimensions of apparel consumer involvement. The study found that values could be used to explain differences between moderate and enthusiast consumer type – the different dimensions of involvement. In general, the findings suggest that associating brand products with different values could generate stronger perceptions of status and pleasure.

Another study on consumer clothing involvement was conducted by O’Cass (1999). The researcher sought to unravel the influence of values on consumer behaviour relative to the construct of involvement in fashion clothing. Values were measured using Kahle’s (1983) LOV scale and four additional value items from the Schwartz (1992) scale that attempted to capture a broader array of possible consumer values. Data were captured from 450 (209 male; 241 female) students from an Australian University. The discriminant analysis results indicated that different values do in fact contribute differentially to a consumer’s involvement in fashion clothing and its consumption.

According to these studies, it is clear that the relevance of Kahle’s LOV (1983) scale relates to providing an insight in understanding how personal values drive and influence consumers’

behaviour in relation to clothing purchasing decisions. In essence, Kahle (1983:151) mentions that the LOV scale measures those personal values that are central to people in living their lives, particularly the values of life’s major roles including clothing decision which is done on a daily basis. Hence the LOV scale may also be appropriate for the measure of the influence of personal values related to clothing purchasing decision when female consumer evaluate different attributes among the alternatives. Knowledge about the importance of personal values can be incorporated into marketing and retail strategies.

83 | P a g e 5.7 SUMMARY

Although there are many factors that can influence female consumers’ purchasing decision when evaluating different clothing attributes among the alternative, this chapter has specifically drawn the attention to the influence of personal values in consumer decision making and behaviour. Through the discussion, it becomes apparent that personal values play a major role in guiding choice and preference of products such as clothing. As such, personal values are thought to exert a major influence on consumer purchasing behaviour where a conflict of choice exists.

While the concept of value has been defined differently by various authors, however, in the marketing and consumer behaviour, value research has widely been influenced by the theoretical and operational contribution of Rokeach (1968, 1973, 1979). Rokeach views a value as a centrally held belief which guides actions and judgements across specific situations and beyond immediate goals to more ultimate end-states of existence. In terms of clothing, the discussion pointed out that personal values serve as standards that guide consumers in their selection or evaluation of products such as clothing, whereby influencing consumers’ behaviour to help in reaching the goals that matter most. As such personal values can be regarded as the points of reference when female consumers evaluate various alternatives among the alternative clothing products.

Furthermore, a discussion on how personal values can be measures was put forward. Specifically the discussion highlighted the most commonly used scales including; the Rokeach Value Survey (RVS) (Rokeach 1973); the Values and Lifestyles (VALS) (Mitchell 1978); the List of Values (LOV) (Kahle 1983) and the Schwartz’s Value Inventory (SVI) (Schwartz, 1992). Of the mentioned scales, it became apparent that the LOV scale is easy to manage, highly reliable and is considered to be well-organised and has assessable sets of variables that are less varied, hence, is commonly used in consumer and marketing research. The LOV scale measures consist of nine items including: (1) security, (2) sense of belonging, (3) being well respected, (4) fun and enjoyment, (5) warm relationship (6) self-respect, (7) sense of accomplishment, (8) self-fulfillment and (9) excitement. In light of the fact that the LOV measure will often help clothing designers and marketers to understand the type of consumers they want to reach, it was clear that without considering female consumer’s personal values, clothing manufacturers may be missing an important influence on consumer decision making and behaviour. While assessing different clothing attribute in relation to their personal values, consumer may experience emotions. The chapter that follows discusses the influence of specific emotions on female consumers’ clothing purchasing decision and behaviour.

84 | P a g e CHAPTER 6

THE INFLUENCE OF SPECIFIC EMOTIONS ON DECISION MAKING