Tuesday -Thursday March 7 / 8/ 9 Rokeach Survey How a product is marketed.

Note that as we had no internet on Monday, this week's work was extended by a day.

Learning Targets:  I can write informative/explanatory text to examine and convey complex ideas, concepts, and information clearly and accurately through the effective selection,

organization, and analysis of content.

 I can establish and maintain a formal style and objective tone while attending to the norms and conventions of the discipline in which they are writing.

                 

      I can provide a concluding statement or section that follows from and supports

the argument presented.

The Rokeach survey is used by marketers to sell their products to consumers based upon an understanding of their value systems. As we are all consumers, understanding our value systems allows us to understand both the marketers objectives and the reasons behind our purchases.

Within the last few years, the role of personal values in consumer behavior has begun to receive greater attention. Much of this research has been based upon the Rokeach paradigm and his method of measuring values. [Much of the marketing for consumer shows] an increasing dependence on the Rokeach instrument, [which] investigates the extent to which the Value Survey of thirty-six personal values measures what it purports to measure--that is, terminal values relating to desired end states of existence and instrumental values relating to preferable modes of conduct. Factor structures derived from businessmen, parents, students, and the general population clearly indicate the existence of two distinct value categories. Their underlying dimensionality is investigated, and results are presented which confirm the Value Survey may be productively employed to differentiate among consumer groups.

Donald E. Vinson, J. Michael Munson, and Masao Nakanishi (1977) ,"An Investigation of the Rokeach Value Survey For Consumer Research Applications", in NA - Advances in Consumer Research Volume 04, eds. William D. Perreault, Jr., Atlanta, GA : Association for Consumer Research, Pages: 247-252.

The following is the Rokeach Value Survey. The group on the left are terminal values; these are "end result" values describing what you want to get out of life. The second group of 18 on the right are instrumental values; these are the ways in which you seek to accomplish the terminal values.

Advertisers are keenly aware of the values, beliefs and attitudes posited by the responses; hence these influence the development of a product and its marketing. Note that this Value Survey effectively differentiates people into terms of race, sex. religion, occupation, political ideology and an a variety of other characteristics.

Assignment: Part 1, Tuesday- taking the survey (see mechanics below; make sure to save as a word document). Take your time; the more aware you are of your value system, the more awareness you have about what is being sold to you. 

                       

                   Part 2: Wednesday  and Thursday- read over your terminal and instrumental values lists, making any changes. Now in approximately 300 words, discuss why you felt particular values were or were not important. How do your instrumental values align with your terminal values? Finally, how might a marketer use this information to see a product or an idea?

This is due by midnight on Thursday.

Below you will find  two lists of values: terminal and instrumental; each in alphabetical order.  Each value is accompanied by a short description and a blank space.  Your goal is to rank each value in its order of importance to you for each of the two lists.  Study each list and think of how much each value may act as a guiding principle in your life.

Please make sure you understand the difference between instrumental values and terminal values.

What are instrumental values?

Instrumental value  is the value of objects, both physical objects and abstract objects, not as ends-in-themselves, but as means of achieving something else. 

What are terminal values?

Terminal values are the goals that we work towards and view as most desirable. These values are desirable states of existence. They are the goals that we would like to achieve during our lifetime.  Instrumental values are the preferred methods of behavior.

Mechanics: create a word document. Copy and paste the following two lists: terminal values and instrumental values. For each list number the values in the order of importance to you. So the most important is number 1, followed by 2, through to 18. 

When you have finished ranking all 18 the instrumental values, rank the next 18 values in the same way.  Please do each  separately.

When ranking, take your time and think carefully.  Feel free to go back and change your order should you have second thoughts about any of your answers. That's called reflection. This is not an easy task.  When you have completed the ranking of both sets of values, order the two lists in numerical order; the result should represent an accurate picture of how you really feel about what’s important in your life.

To repeat: 1) copy and paste the terminal values list onto a word document
                  2) copy and paste the instrumental values onto a word document
                  3) read each list separately and order them from 1-18 as to how you deem them important to you; adjust as you reflect upon these

                   4. Finally, pair of the two lists, numerically . Save and use as a reference for the writing component.                 

Terminal Values

A Comfortable Life                                         _____

a prosperous life

Equality                                                           _____

brotherhood and equal opportunity for all

An Exciting Life                                             _____

a stimulating, active life

Family Security                                               _____

taking care of loved ones

Freedom                                                         _____

independence and free choice

Health                                                             _____

physical and mental well-being

Inner Harmony                                               _____

freedom from inner conflict

Mature Love                                                  _____

sexual and spiritual intimacy

National Security                                            _____                          

protection from attack

Pleasure                                                          _____

an enjoyable, leisurely life

Salvation                                                         _____

saved;  eternal life

Self-Respect                                                   _____

self-esteem

A Sense of Accomplishment                          _____

a lasting contribution

Social Recognition                                          _____

respect and admiration

True Friendship                                              _____

close companionship

Wisdom                                                           _____

a mature understanding of life

A World at Peace                                            _____

a world free of war and conflict

A World of Beauty                                          _____

beauty of nature and the arts

*********************************************************************************************Instrumental Values

Ambitious                                                       _____

hardworking and aspiring

Broad-minded                                                 _____

open-minded

Capable                                                           _____

competent;  effective

Clean                                                               _____

neat and tidy

Courageous                                                    _____

standing up for your beliefs

Forgiving                                                        _____

willing to pardon others

Helpful                                                            _____

working for the welfare of others

Honest                                                                        _____

sincere and truthful

Imaginative                                                               _____              

daring and creative   

Independent                                                             _____

self-reliant; self-sufficient

Intellectual                                                                 _____

intelligent and reflective

Logical                                                                        _____

consistent;  rational

Loving                                                             _____

affectionate and tender

Loyal                                                               _____

faithful to friends or the group

Obedient                                                         _____

dutiful;  respectful

Polite                                                               _____

courteous and well-mannered

Responsible                                                    _____

dependable and reliable

Self-controlled                                                 _____

restrained;  self-disciplined