This paper examines the impact of human values and consumer perceived values on symbolic consumption motivation. It presents hypotheses about the relationships between various human values and perceived values with symbolic consumption. The paper describes methods used in a survey of 350 undergraduate students. Results of factor analysis and regression analysis are presented in tables. Emotional value, social value, and fun and excitement values were found to have significant positive relationships with symbolic consumption motivation, while discrepancies in expectations and human values generally did not have significant impacts.
The document discusses a packet of muffins labeled as "lunch box muffins - milk chocolate chip flavour". It asks questions about target groups for the muffins, ways to modify the ingredients to meet healthy eating guidelines, quality control checks during manufacturing, reasons manufacturers do market research, and why new products are tested in a kitchen first before large-scale production. The questions cover topics like food labeling, nutrition, quality assurance, product design, and market research.
1. The document provides information on instructional design theory and its components.
2. It discusses knowledge components, knowledge objects, and knowledge base portrayals which organize content for instruction.
3. It also covers instructional strategy components including presentation, application, and their subcomponents of tell, show, ask, and do.
The document is a market commentary and newsletter from Valuehunt dated January 9, 2013. It provides an analysis of Aarti Drugs as an undervalued stock, discusses the company's business operations and potential 57% upside. It also lists CP-Artha Model Portfolio holdings and two special situation stocks - Ganesha Ecosphere trading at a 52-week low and Educomp Solutions announcing the sale of its Eurokids stake. Global indices movements and sectoral index prices are included along with commodity prices, bulk deals, insider trading and upcoming corporate actions.
This study analyzed the abundance and diversity of arthropods in Bt and non-Bt rice fields using a meta-analysis approach. It found no significant differences in Shannon-Weaver diversity index, dominance concentration index, or dominance distributions across different arthropod guilds between Bt and non-Bt rice fields over a short study period of 3 years. However, longer term observations are needed to fully understand potential long term effects on arthropod communities.
- Indian markets edged higher for the third straight session yesterday as software service exporters gained on hopes for more monetary stimulus from global central banks. The Sensex rose 0.54% while the Nifty gained 0.56%.
- However, concerns over weaker-than-expected monsoon rains raising inflation concerns capped gains. The RBI also raised its inflation outlook, casting doubts on future interest rate cuts.
- Asian markets were mixed in early trade showing weakness as US stocks fell and China's factory data disappointed. The Indian markets are expected to see a weak opening, following cues from Asian peers.
The document discusses several psychological models that are used to understand and predict behavior but are not widely applied in healthcare, including the Theory of Planned Behavior, Social Cognitive Theory, Operant Learning Theory, and others. It also examines how shortcuts in thinking, perceptual contrast, consistency principles, commitments, and opportunities for reciprocation can be leveraged to increase compliance. Specific techniques are provided like pre-committing individuals or asking for small initial favors to generate a sense of obligation to agree to larger requests.
Ritualising your brand: how establishing meaningful, ownable behaviour can cr...Jon Howard
Inspired by the intersection of two areas of interest I have written about previously (stories & archetypes and behaviour change), this is a work in progress that explores the ways in which embedding ritual into your brand can build lasting loyalty. I am interested in any thoughts you might have.
(If you would like me to present this or similar to your organisation, please feel free to get in contact)
The document discusses the definition and sources of values. It defines values as convictions that form an individual's framework for judging what is good, bad, desirable, or undesirable. There are four main sources of values formation: social institutions like family and school that reward good behavior and punish bad behavior; organizational values that guide an organization's actions and culture; peers and colleagues whose norms individuals try to follow; and work and career, which create values that give meaning and cohesion to work groups in different fields. Each of these sources helps shape an individual's principles and standards of behavior.
The document discusses a packet of muffins labeled as "lunch box muffins - milk chocolate chip flavour". It asks questions about target groups for the muffins, ways to modify the ingredients to meet healthy eating guidelines, quality control checks during manufacturing, reasons manufacturers do market research, and why new products are tested in a kitchen first before large-scale production. The questions cover topics like food labeling, nutrition, quality assurance, product design, and market research.
1. The document provides information on instructional design theory and its components.
2. It discusses knowledge components, knowledge objects, and knowledge base portrayals which organize content for instruction.
3. It also covers instructional strategy components including presentation, application, and their subcomponents of tell, show, ask, and do.
The document is a market commentary and newsletter from Valuehunt dated January 9, 2013. It provides an analysis of Aarti Drugs as an undervalued stock, discusses the company's business operations and potential 57% upside. It also lists CP-Artha Model Portfolio holdings and two special situation stocks - Ganesha Ecosphere trading at a 52-week low and Educomp Solutions announcing the sale of its Eurokids stake. Global indices movements and sectoral index prices are included along with commodity prices, bulk deals, insider trading and upcoming corporate actions.
This study analyzed the abundance and diversity of arthropods in Bt and non-Bt rice fields using a meta-analysis approach. It found no significant differences in Shannon-Weaver diversity index, dominance concentration index, or dominance distributions across different arthropod guilds between Bt and non-Bt rice fields over a short study period of 3 years. However, longer term observations are needed to fully understand potential long term effects on arthropod communities.
- Indian markets edged higher for the third straight session yesterday as software service exporters gained on hopes for more monetary stimulus from global central banks. The Sensex rose 0.54% while the Nifty gained 0.56%.
- However, concerns over weaker-than-expected monsoon rains raising inflation concerns capped gains. The RBI also raised its inflation outlook, casting doubts on future interest rate cuts.
- Asian markets were mixed in early trade showing weakness as US stocks fell and China's factory data disappointed. The Indian markets are expected to see a weak opening, following cues from Asian peers.
The document discusses several psychological models that are used to understand and predict behavior but are not widely applied in healthcare, including the Theory of Planned Behavior, Social Cognitive Theory, Operant Learning Theory, and others. It also examines how shortcuts in thinking, perceptual contrast, consistency principles, commitments, and opportunities for reciprocation can be leveraged to increase compliance. Specific techniques are provided like pre-committing individuals or asking for small initial favors to generate a sense of obligation to agree to larger requests.
Ritualising your brand: how establishing meaningful, ownable behaviour can cr...Jon Howard
Inspired by the intersection of two areas of interest I have written about previously (stories & archetypes and behaviour change), this is a work in progress that explores the ways in which embedding ritual into your brand can build lasting loyalty. I am interested in any thoughts you might have.
(If you would like me to present this or similar to your organisation, please feel free to get in contact)
The document discusses the definition and sources of values. It defines values as convictions that form an individual's framework for judging what is good, bad, desirable, or undesirable. There are four main sources of values formation: social institutions like family and school that reward good behavior and punish bad behavior; organizational values that guide an organization's actions and culture; peers and colleagues whose norms individuals try to follow; and work and career, which create values that give meaning and cohesion to work groups in different fields. Each of these sources helps shape an individual's principles and standards of behavior.
This document provides an overview of data visualization and narrative concepts. It begins by defining visualization and its functions, including using images, diagrams and animations to communicate information clearly and efficiently. It then discusses visualization processes like acquiring, cleaning and filtering data. Different visualization types are explained for relating different types of data. Theories of visualization as visual communication are also covered, looking at how visualization can frame information for observers. Overall, the document presents fundamental concepts, functions, processes and theories of data visualization and narrative.
This document describes a random prefix sampling method for sampling YouTube videos developed by Zhou et al. They found there are approximately 500 million YouTube videos in 2011. The method samples video IDs by querying YouTube's search API with random prefixes of length 5, which returns a small but non-empty set of video IDs. This allows generating an unbiased sample of YouTube videos for analysis. The document also discusses simulating this sampling method numerically and comparing properties of the sample to the overall population.
An introduction to computational communication Chengjun Wang
This document outlines Cheng-Jun Wang's vision for computational communication. It discusses backgrounds in network science, computational thinking, and types of digital data available. The vision is to use network science, statistical linguistics, and studies of human communication dynamics to learn from digital media, big data, and digital traces in order to understand data journalism, computational advertising, and what is currently happening. The goal is to pave the way for computational communication.
Pajek chapter2 Attributes and RelationsChengjun Wang
The document provides instructions for network analysis and visualization tasks in UCINET. It describes how to:
1. Partition a network to draw dining table partners and manually adjust vertex classes.
2. Extract a subnetwork from a larger network using two partition files that assign vertices to clusters.
3. Analyze cluster properties for a partition file with 3 clusters including frequency distributions and representative vertices.
4. Shrink a network by removing edges below a selected cluster value from a second partition file.
5. Create a vector partition from a continuous vector by truncating values into categories.
Calculate Thresholds of Diffusion with PajekChengjun Wang
The document describes a study on the diffusion of a mathematics innovation among school superintendents in Allegheny County, Pennsylvania in the 1950s. It analyzes the social network of superintendents, who influenced each other's adoption of the new methods. The study finds that opinion leaders played a key role in the diffusion process, using their social relationships to influence contacts over time. Network structure also impacted diffusion, with innovations spreading more easily in dense, connected networks compared to sparse, unconnected ones.
Chapter 2. Multivariate Analysis of Stationary Time SeriesChengjun Wang
This document discusses multivariate time series analysis and vector autoregressive (VAR) models. It covers simulation and estimation of VAR models in R, as well as diagnostic testing, forecasting, impulse response analysis, and structural VAR (SVAR) models which impose restrictions to identify structural shocks. Methods for SVAR models include the A-model which restricts the A matrix and the B-model which restricts the B matrix. Impulse response functions and forecast error variance decompositions are used to analyze the dynamic effects of shocks in SVAR models.
Introduction to News diffusion On News Sharing WebsiteChengjun Wang
This document discusses news diffusion and the role of news sharing websites (NSWs) and citizen journalism. It defines news diffusion as the dissemination of news through mass media and interpersonal networks. It outlines several theories of news diffusion and influence. It then discusses how NSWs allow users to submit, share, and transmit news through social networks, facilitating news gathering, discussion, and transmission. NSW users can obtain information both from their social networks and directly from news aggregators. Visualizations of news diffusion on sites like Digg and Weibo are provided as examples.
The Emergence of Spiral of Silence from Individual behaviors: Agent-based Mod...Chengjun Wang
Wang,C.J.(2011).The Emergence of Spiral of Silence from Individual behaviors: Agent-based Modeling of the Spiral of Silence. Paper presented at The 64th Annual Conference of the World Association for Public Opinion Research (WAPOR), Amsterdam, The Netherlands, September.
1. A suppressor variable is one that weakens the relationship between two other variables by suppressing error or noise in one of the variables.
2. For example, education level (X2) acts as a suppressor variable in the relationship between religious affiliation (X1) and suicide rates (Y) by suppressing some of the error variance in religious affiliation.
3. Suppressor and distort variables are important to consider because they can reveal a variable's true predictive power and change the direction of a relationship, emphasizing the need to include all relevant variables in models.
This document discusses exploratory network analysis using Pajek software. It includes procedures for reading in a network dataset, transforming the arcs to edges and summing values, filtering lines by value, and generating a random network. The network analyzed represents dining partners and the document includes steps to draw and edit the sociogram representation of this social network.
Stata is a statistical software package used widely in research, especially in economics and epidemiology. It has capabilities for data management, statistical analysis, graphics, simulations, and custom programming. Effective use of Stata involves documenting work in do-files to help with reproducibility and review processes. Graphing and modeling nonlinear relationships requires techniques like specifying quadratic terms, taking means of variables, and using commands like lowess.
How to Add Chatter in the odoo 17 ERP ModuleCeline George
In Odoo, the chatter is like a chat tool that helps you work together on records. You can leave notes and track things, making it easier to talk with your team and partners. Inside chatter, all communication history, activity, and changes will be displayed.
it describes the bony anatomy including the femoral head , acetabulum, labrum . also discusses the capsule , ligaments . muscle that act on the hip joint and the range of motion are outlined. factors affecting hip joint stability and weight transmission through the joint are summarized.
A workshop hosted by the South African Journal of Science aimed at postgraduate students and early career researchers with little or no experience in writing and publishing journal articles.
This presentation was provided by Steph Pollock of The American Psychological Association’s Journals Program, and Damita Snow, of The American Society of Civil Engineers (ASCE), for the initial session of NISO's 2024 Training Series "DEIA in the Scholarly Landscape." Session One: 'Setting Expectations: a DEIA Primer,' was held June 6, 2024.
This presentation includes basic of PCOS their pathology and treatment and also Ayurveda correlation of PCOS and Ayurvedic line of treatment mentioned in classics.
This document provides an overview of data visualization and narrative concepts. It begins by defining visualization and its functions, including using images, diagrams and animations to communicate information clearly and efficiently. It then discusses visualization processes like acquiring, cleaning and filtering data. Different visualization types are explained for relating different types of data. Theories of visualization as visual communication are also covered, looking at how visualization can frame information for observers. Overall, the document presents fundamental concepts, functions, processes and theories of data visualization and narrative.
This document describes a random prefix sampling method for sampling YouTube videos developed by Zhou et al. They found there are approximately 500 million YouTube videos in 2011. The method samples video IDs by querying YouTube's search API with random prefixes of length 5, which returns a small but non-empty set of video IDs. This allows generating an unbiased sample of YouTube videos for analysis. The document also discusses simulating this sampling method numerically and comparing properties of the sample to the overall population.
An introduction to computational communication Chengjun Wang
This document outlines Cheng-Jun Wang's vision for computational communication. It discusses backgrounds in network science, computational thinking, and types of digital data available. The vision is to use network science, statistical linguistics, and studies of human communication dynamics to learn from digital media, big data, and digital traces in order to understand data journalism, computational advertising, and what is currently happening. The goal is to pave the way for computational communication.
Pajek chapter2 Attributes and RelationsChengjun Wang
The document provides instructions for network analysis and visualization tasks in UCINET. It describes how to:
1. Partition a network to draw dining table partners and manually adjust vertex classes.
2. Extract a subnetwork from a larger network using two partition files that assign vertices to clusters.
3. Analyze cluster properties for a partition file with 3 clusters including frequency distributions and representative vertices.
4. Shrink a network by removing edges below a selected cluster value from a second partition file.
5. Create a vector partition from a continuous vector by truncating values into categories.
Calculate Thresholds of Diffusion with PajekChengjun Wang
The document describes a study on the diffusion of a mathematics innovation among school superintendents in Allegheny County, Pennsylvania in the 1950s. It analyzes the social network of superintendents, who influenced each other's adoption of the new methods. The study finds that opinion leaders played a key role in the diffusion process, using their social relationships to influence contacts over time. Network structure also impacted diffusion, with innovations spreading more easily in dense, connected networks compared to sparse, unconnected ones.
Chapter 2. Multivariate Analysis of Stationary Time SeriesChengjun Wang
This document discusses multivariate time series analysis and vector autoregressive (VAR) models. It covers simulation and estimation of VAR models in R, as well as diagnostic testing, forecasting, impulse response analysis, and structural VAR (SVAR) models which impose restrictions to identify structural shocks. Methods for SVAR models include the A-model which restricts the A matrix and the B-model which restricts the B matrix. Impulse response functions and forecast error variance decompositions are used to analyze the dynamic effects of shocks in SVAR models.
Introduction to News diffusion On News Sharing WebsiteChengjun Wang
This document discusses news diffusion and the role of news sharing websites (NSWs) and citizen journalism. It defines news diffusion as the dissemination of news through mass media and interpersonal networks. It outlines several theories of news diffusion and influence. It then discusses how NSWs allow users to submit, share, and transmit news through social networks, facilitating news gathering, discussion, and transmission. NSW users can obtain information both from their social networks and directly from news aggregators. Visualizations of news diffusion on sites like Digg and Weibo are provided as examples.
The Emergence of Spiral of Silence from Individual behaviors: Agent-based Mod...Chengjun Wang
Wang,C.J.(2011).The Emergence of Spiral of Silence from Individual behaviors: Agent-based Modeling of the Spiral of Silence. Paper presented at The 64th Annual Conference of the World Association for Public Opinion Research (WAPOR), Amsterdam, The Netherlands, September.
1. A suppressor variable is one that weakens the relationship between two other variables by suppressing error or noise in one of the variables.
2. For example, education level (X2) acts as a suppressor variable in the relationship between religious affiliation (X1) and suicide rates (Y) by suppressing some of the error variance in religious affiliation.
3. Suppressor and distort variables are important to consider because they can reveal a variable's true predictive power and change the direction of a relationship, emphasizing the need to include all relevant variables in models.
This document discusses exploratory network analysis using Pajek software. It includes procedures for reading in a network dataset, transforming the arcs to edges and summing values, filtering lines by value, and generating a random network. The network analyzed represents dining partners and the document includes steps to draw and edit the sociogram representation of this social network.
Stata is a statistical software package used widely in research, especially in economics and epidemiology. It has capabilities for data management, statistical analysis, graphics, simulations, and custom programming. Effective use of Stata involves documenting work in do-files to help with reproducibility and review processes. Graphing and modeling nonlinear relationships requires techniques like specifying quadratic terms, taking means of variables, and using commands like lowess.
How to Add Chatter in the odoo 17 ERP ModuleCeline George
In Odoo, the chatter is like a chat tool that helps you work together on records. You can leave notes and track things, making it easier to talk with your team and partners. Inside chatter, all communication history, activity, and changes will be displayed.
it describes the bony anatomy including the femoral head , acetabulum, labrum . also discusses the capsule , ligaments . muscle that act on the hip joint and the range of motion are outlined. factors affecting hip joint stability and weight transmission through the joint are summarized.
A workshop hosted by the South African Journal of Science aimed at postgraduate students and early career researchers with little or no experience in writing and publishing journal articles.
This presentation was provided by Steph Pollock of The American Psychological Association’s Journals Program, and Damita Snow, of The American Society of Civil Engineers (ASCE), for the initial session of NISO's 2024 Training Series "DEIA in the Scholarly Landscape." Session One: 'Setting Expectations: a DEIA Primer,' was held June 6, 2024.
This presentation includes basic of PCOS their pathology and treatment and also Ayurveda correlation of PCOS and Ayurvedic line of treatment mentioned in classics.
MATATAG CURRICULUM: ASSESSING THE READINESS OF ELEM. PUBLIC SCHOOL TEACHERS I...NelTorrente
In this research, it concludes that while the readiness of teachers in Caloocan City to implement the MATATAG Curriculum is generally positive, targeted efforts in professional development, resource distribution, support networks, and comprehensive preparation can address the existing gaps and ensure successful curriculum implementation.
Thinking of getting a dog? Be aware that breeds like Pit Bulls, Rottweilers, and German Shepherds can be loyal and dangerous. Proper training and socialization are crucial to preventing aggressive behaviors. Ensure safety by understanding their needs and always supervising interactions. Stay safe, and enjoy your furry friends!
Biological screening of herbal drugs: Introduction and Need for
Phyto-Pharmacological Screening, New Strategies for evaluating
Natural Products, In vitro evaluation techniques for Antioxidants, Antimicrobial and Anticancer drugs. In vivo evaluation techniques
for Anti-inflammatory, Antiulcer, Anticancer, Wound healing, Antidiabetic, Hepatoprotective, Cardio protective, Diuretics and
Antifertility, Toxicity studies as per OECD guidelines
A review of the growth of the Israel Genealogy Research Association Database Collection for the last 12 months. Our collection is now passed the 3 million mark and still growing. See which archives have contributed the most. See the different types of records we have, and which years have had records added. You can also see what we have for the future.
June 3, 2024 Anti-Semitism Letter Sent to MIT President Kornbluth and MIT Cor...Levi Shapiro
Letter from the Congress of the United States regarding Anti-Semitism sent June 3rd to MIT President Sally Kornbluth, MIT Corp Chair, Mark Gorenberg
Dear Dr. Kornbluth and Mr. Gorenberg,
The US House of Representatives is deeply concerned by ongoing and pervasive acts of antisemitic
harassment and intimidation at the Massachusetts Institute of Technology (MIT). Failing to act decisively to ensure a safe learning environment for all students would be a grave dereliction of your responsibilities as President of MIT and Chair of the MIT Corporation.
This Congress will not stand idly by and allow an environment hostile to Jewish students to persist. The House believes that your institution is in violation of Title VI of the Civil Rights Act, and the inability or
unwillingness to rectify this violation through action requires accountability.
Postsecondary education is a unique opportunity for students to learn and have their ideas and beliefs challenged. However, universities receiving hundreds of millions of federal funds annually have denied
students that opportunity and have been hijacked to become venues for the promotion of terrorism, antisemitic harassment and intimidation, unlawful encampments, and in some cases, assaults and riots.
The House of Representatives will not countenance the use of federal funds to indoctrinate students into hateful, antisemitic, anti-American supporters of terrorism. Investigations into campus antisemitism by the Committee on Education and the Workforce and the Committee on Ways and Means have been expanded into a Congress-wide probe across all relevant jurisdictions to address this national crisis. The undersigned Committees will conduct oversight into the use of federal funds at MIT and its learning environment under authorities granted to each Committee.
• The Committee on Education and the Workforce has been investigating your institution since December 7, 2023. The Committee has broad jurisdiction over postsecondary education, including its compliance with Title VI of the Civil Rights Act, campus safety concerns over disruptions to the learning environment, and the awarding of federal student aid under the Higher Education Act.
• The Committee on Oversight and Accountability is investigating the sources of funding and other support flowing to groups espousing pro-Hamas propaganda and engaged in antisemitic harassment and intimidation of students. The Committee on Oversight and Accountability is the principal oversight committee of the US House of Representatives and has broad authority to investigate “any matter” at “any time” under House Rule X.
• The Committee on Ways and Means has been investigating several universities since November 15, 2023, when the Committee held a hearing entitled From Ivory Towers to Dark Corners: Investigating the Nexus Between Antisemitism, Tax-Exempt Universities, and Terror Financing. The Committee followed the hearing with letters to those institutions on January 10, 202
A Strategic Approach: GenAI in EducationPeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
Thesis Statement for students diagnonsed withADHD.ppt
Impact of human value, consumer perceived value
1. Paper presented in the 4th International Forum on PR and Advertising, Amherst, MA, USA.
Impact of Human Value, Consumer
Perceived Value on the Motivation of
Symbolic Consumption
Jing Liu, Chengjun Wang, Yang Liu, Jie Qin
City University of Hong Kong
2. Conceptualization
Customers are “value-driven” (Levy, 1999)
Two approaches in consumption process:
Human value refers to the inherent value system of human
beings which works as a independent force in influencing
consumption attitude;
Consumer perceived value is the self-reported result of
customers who evaluate the product, in which both human
value and branding, market strategy works together.
4. Measurement of Human value
A list of values in previous consumer surveys (Beatty et al., 1985; Kahle,
1983; Kahle et al., 1986) was adopted:
(1) excitement (to experience stimulation and thrills)
(2) warm relationship with others (to have close companionships and
intimate friendships)
(3) self-fulfillment (to find peace of mind and to make the best use of
your talents)
(4) being well-respected (to be admired by others and to receive
recognition),
(5) fun and enjoyment in life (to lead a pleasurable, happy life)
(6) security (to be safe and protected from misfortune and attack)
(7) self-respect (to be proud of yourself and confident with who you are)
(8) a sense of accomplishment (to succeed at what you want to do).
* a seven-point scale with 1 for “not important at all” to 7 for “extremely
important”.
5. Social Value
Maslow (1946; 1954), Bruce and Jagdish (1991, p. 161)
Five consumption values influencing consumer choice behavior:
functional value, social value, emotional value, epistemic value,
and conditional value.
Social value is defined as the perceived utility acquired from an
alternative’s association with one or more specific social groups.
Holbrook and Corfman (1985) demonstrated, with consideration
of the threefold mix of extrinsic and other-oriented (active)
dimension, social value is manifested by status, which mainly
concerned about success, impression and management.
6. Symbolic consumption and social value
Symbolic consumption is crucial in the construction
of meaning and location of social status in daily life, in
which people make consumption choice not only
from the utility but also from the symbolic meaning of
the product.
All consumption has symbolic meaning, that’s why
we study the motivation of symbolic consumption
which is the key component of consumption attitude.
7. Measurement of the Motivation
of Symbolic Consumption
(1) I tell my friends as soon as I buy an apple product.
(2) I show my friends as soon as I buy an apple
product.
(3) I often bring my apple to public places.
(4) I like to bring and use my apple in public.
(5) I always quickly recognize those who use apple in
crowds.
*A seven-point-scale is used. 1 for “totally disagree” to 7 for
“totally agree”.
8. Hypotheses 1
H1a The value of self-accomplishment is positively
related to symbolic consumption.
H1b The value of self-esteem is positively related to
symbolic consumption.
H1c The value of belonging/love is positively related
to symbolic consumption.
H1d The value of safety is positively related to
symbolic consumption.
9. Consumer value
Consumer value entails subjective hierarchical preferences based
on individuals’ situation-specific comparison of one object with
another.
Typology of consumer value
(Holbrook, 1994; 2006; 1985)
Extrinsic Intrinsic
Self-oriented Economic value Hedonic value
Other-oriented Social value Altruistic value
10. Four dimensions of consumer values
Sweeney and Soutar's (2001, p. 210)
(1) Emotional value, the utility derived from the feeling or
affective states that a product generates
(2) Social value (enhancement of social self-concept), the utility
derived from the product’s ability to enhance social self-concept
(3) Functional value (price/value for money), the utility derived
from the product due to the reduction of its perceived short
term and longer term costs
(4) Functional value (performance/quality), the utility derived
from the perceived quality and expected performance of the
product
11. Hypotheses 2
H2a The emotional value is positively related to
symbolic consumption.
H2b The social value is positively related to symbolic
consumption.
H2c The price value is positively related to symbolic
consumption.
H2d The quality value is positively related to symbolic
consumption.
12. Hypotheses 3
Mediation: social and psychological discrepancy.
H3a The discrepancy between the actual and the expected
income is positively related to symbolic consumption.
H3b The discrepancy between the actual and the expected
education level is positively related to symbolic
consumption.
H3c The discrepancy between the actual and the expected
psychological status is positively related to symbolic
consumption.
13. Methods
Survey, November 2010.
Randomly selected undergraduate students , City
University of Hong Kong.
80 classes selected, 24replies (20 permissions and 4
rejections)
350 questionnaires, 301 retrieved, 288 valid.
14. Results
Table 1 Factor Analysis of Human Value Scale
Component
Self-accomplishment Belonging Safety and Fun and
and esteem and love enjoyment excitement
Q1 (9 accomplishment)
.830
Q1 (4 self-fulfillment) .756
Q1 (5 be respected) .693
Q1 (8 self-respect) .676
Q1 (7 security ) .887
Q1 (6 enjoyment) .701
Q1 (1 belonging) .896
Q1 (3 relationship) .701
Q1 (2 excitement) .934
*KMO .873 (df = 36, p = .00)
15. Table 2 Factor Analysis of Perceived Consumption value
Component
Emotional Social Functional Functional
value Value Value 1(Price) Value 1(Quality)
Q8 (7 desirable)
.842
Q8 (6 enjoyable)
.836
Q8 (9 feel good)
.788
Q8 (8 relaxing)
.787
Q8 (10 fun)
.753
Q8 (5 consistent)
.574
Q8 (17 impression)
.893
Q8 (18 achieve acceptance)
.861
Q8 (16 good relationship)
.842
Q8 (15 recognizable)
.795
17. Table 3 Regression Predicting Symbolic Consumption from Discrepancy of
Expectation and Reality, Human Value and Consumption Value
Unstandardized Coefficients
Independent Variables B Std. Error t Sig.
(Constant) 20.256 1.208 16.766 ***
Discrepancy of psychology .069 .096 .719 .473
Discrepancy of education .458 .272 1.686 .093
Discrepancy of income -.156 .300 -.520 .604
Gender -1.258 .779 -1.615 .108
Grade -.577 .408 -1.415 .158
Emotional value 2.122 .374 5.671 ***
Social value 1.353 .373 3.622 ***
Price value .159 .370 .430 .667
Quality value 1.116 .370 3.020 **
Self accomplishment and respect -.605 .366 -1.653 .099
Safety and enjoyment -.385 .379 -1.017 .310
Belonging and warm relationship -.166 .363 -.458 .647
Fun and excitement .903 .364 2.480 *
* p < .05 ** p < .01 *** p < .001
18. Interpretations
Significant effects concentrated on the layer of consumer
perceived value, only the positive effect of functional value
2(price) on the motivation of symbolic consumption has not been
supported.
Neither the demographic/psychological status nor human value
and is significant in the model except for the dimension of fun and
excitement.
it is not the current nor the expected demographic (income,
education) and psychological status moderate the effect of
human value on the motivation of symbolic consumption.
It is the perceived consumption value which is evoked by the
branding, product design working in the process of mediating the
effect of human value on the motivation of symbolic consumption.
19. Discussion
The layer of consumption value is supported to be
significantly related to symbolic consumption.
The result confirms the validity to predict symbolic consumption
based on individuals’ consumption values.
The significant effect of emotional value implies that the affective
factors may predict the consumption of products as symbols.
And the positive effect of social value reveals that there is much
possibility that symbolic consumption is indeed adopted by
individuals to enhance their social status and attract attention in
public.
The price value is not supported to be related to symbolic
consumption. It implies that when individuals consume products
as symbols of status or attention, they probably consider much
less about the price than the quality and the brand impression.
20. Why not significant
Discrepancy Variables
Defect of the measurement of discrepancy variables.
For example, expected psychological status.
Human value variables
Extracted from the psychological needs model developed by
Maslow. The specific definitions of safety, enjoyment, self
accomplishment and other dimensions are not clarified, which
results in the deficiency of the correspondent measurement.
Measurement focusing on the abstract level of psychological
needs, which wanders around the underlying belief system of
human being.
21. Further test for discussion
Table 4 Correlations of human value and consumption value
Respect and
self-accomplishment Safety and fun Belonging
Excitement
emotional value Pearson Correlation
.177** .081 .148* -.043
Sig. (2-tailed)
.003 .172 .013 .475
social value Pearson Correlation
-.112 -.150* -.091 .128*
Sig. (2-tailed)
.060 .012 .127 .031
Functional value Pearson Correlation
.034 -.103 .030 .114
Sig. (2-tailed)
.572 .083 .617 .055
functional Pearson Correlation
.083 .129* .085 -.047
value2(quality)
Sig. (2-tailed)
.166 .030 .156 .429
N 283
**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).
22. Inconsistence of social value defined by human values
system(Maslow, 1946&1954; Holbrook, 1985) and that by
consumer perceived value scale(Sweeney & Soutar, 2001).
Sweeney and Soutar (2001, p. 210)
Social value means one appreciated one brand or product as
it would enhance one’s social self-concept or to improve
one’s social status.
Conceptually consistent while actually not the same thing.
This paper explored the effects of inherent human value and consumer perceived value on the motivation of symbolic consumption, trying to excavate the relationship between human value and customer perceived value, as well as the interaction process between the two.
The importance of each of the nine items are to be rated by a seven-point scale, with 1 means important and 7 means extremely important to me. Conceptually, the nine items is just corresponding to the five layers of human needs that Maslow proposed, which would be explored by factor analysis later.
Here we developed five questions in the case study of apple products to measure the motivation of symbolic consumption; respondents are required to choose how much they agree with the following statements, a seven-point-scale is used:
To test the impact of demographic factors and social expectation on the motivation of symbolic consumption, current and expected social and psychological statuses in the future 5 to 10 years are measured to get a mediating variable: the social and psychological discrepancy.
We took the undergraduate curriculum schedule for semester A 2010/11 as the sampling frame and randomly sampled 80 classes. Then we sent an email invitation to all the teachers of the 80 classes to ask their permission to deliver the questionnaires, with a brief introduction of the study, information about confidentiality and an incentive for participation (see Appendix 2).
Four dimensions extracted: self-accomplishment and esteem, belonging and love, safety and enjoyment, fun and excitement.
The factors can explain 74.7% of the total variance. Through compulsive factor analysis, the consumption value with 18 indicators is reduced into four factors: emotional value, social value, price value and quality value, which is demonstrated in Table 3.
As demonstrated in Table 3, the discrepancy variable and human value are insignificant in the model except the dimension of fun and excitement. The significant effects are concentrated in the layer of perceived consumption value.
The impact of emotional value, social value, functional value1 (quality/performance) on the motivation of symbolic consumption is significantly supported
For instance, based on the measurement of expected psychological status in the future, the respondents are asked about to what degree they expect happiness, accomplishment, loneliness and so on. Most respondents chose the highest level of happiness and the lowest level of loneliness. It’s not uncommon to find out that people tend to desire happiness and avoid loneliness even without being asked about the question. The questions seem to be redundant to reveal the actual expectation of psychological status in the future. The expectation we referred in the theoretical framework is supposed to focus on the rational expectation rather than the common anticipation influenced by social norms. The belief system is too abstract to predict the specific consumption behavior in our model.
This inconsistence between the life value scale and consumption value is partly explaining why the two value system are differently correlated with the motivation of symbolic consumption.