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.
NOTE: THERE IS A CLASS HANDOUT ON THIS MATERIAL. THE FOLLOWING IS FOR THOSE WHO HAVE BEEN ABSENT AND NOT COLLECTED THE HANDOUT.
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, MONDAY, MARCH 25- 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: Tuesday and Wednesday, March 26/ 27 - read over your terminal and instrumental values lists, making any changes. Now in approximately 250 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 sell a product or an idea?
This is due by midnight on Wednesday, March 27
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?
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 separate 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.
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
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