Cet article compare au niveau conceptuel les systèmes de valeurs tels que définis et mesurés par Kahle et Rokeach.
La première partie resitue la place des valeurs dans l'étude de la consommation ainsi que les fondements et principales caractéristiques de ces deux démarches. La deuxième partie expose les résultats empiriques obtenus lors de la comparaison, au moyen d'un modèle structurel (PLS), de ces deux approches.
Il en résulte que celles-ci sont assez similaires quant à leur structure. Le choix d'une démarche semble résider avant tout dans la nature du contexte d'utilisation. L'approche de Kahle centrée sur l'individu semble préférable pour l'étude du comportement de consommation répondant à des besoins personnels. Au contraire, des études à connotation sociétale plus importante paraissent mieux correspondre à la démarche de Rokeach qui fait une part plus grande aux valeurs concernant la société dans son ensemble.
Get full access to this article
View all access options for this article.
References
1.
AllportG. (1961), Patterns and Growth in Personality, Holt, Rinehart & Winston.
2.
ArellanoR. (1983), Le comportement du consommateur d'énergie domestique, thèse de doctorat d'Etat en Sciences de Gestion, Grenoble
3.
AssaelH. (1984), Consumer Behavior and Marketing Action, Kent, 2nd ed.
4.
BeattyS.KahleL.HomerP.MisraS. (1985), Alternative Measurement Approaches to Consumer Values: The List of Values and the Rokeach Value Survey, Psychology and Marketing, 3, 181–200.
5.
BeckerB.ConnorP. (1981), Personal Values of the Heavy User of Mass Media, Journal of Advertising Research, 21, 37–43.
6.
BeckerB.ConnorP. (1982), The Influence of Personal Values on Attitude and Store Choice Behavior, inWalkerJ. (eds.), An Assessment of Marketing Thought and Practice, American Marketing Association, 21–24.
7.
BozinnoffL.CohenR. (1982), The Effects of Personal Values and Usage Situations on Product Attribute Importance, inWalkerJ. (eds.), An Assessment of Marketing Thought and Practice, American Marketing Association, 25–39.
8.
CarmanJ. (1978), Values and Consumption Patterns: A Closed Loop, Advances in Consumer Research, Association for Consumer Research, 403–407.
9.
CattellR. (1966), The Screen Test for the Number of Factors, Multivariate Behavioral Research, 1, 140–161.
10.
CronbachL. (1951), Coefficient Alpha and the Internal Structure of Tests, Psychometrika, 16, 297–334.
11.
EvrardY.Tissier-DesbordesE. (1985), Les systèmes de valeurs et les lectures dans la famille, Actes du 12e Séminaire international de Recherche en Marketing, Aix-en-Provence
12.
FaivreJ.-P.Le MaireP. (1982), Les styles de vie, APEREC, Paris.
13.
FeatherN. (1975), Values in Education and Society, Free Press.
14.
FornellC.LarckerD. (1981), Evaluating Structural Equation Models with Unobservable Variables and Measurement Error, Journal of Marketing Research, 18, 39–50.
15.
FornellC.BooksteinF. (1982), Two Structural Equation Models: LISREL and PLS Applied to Consumer Exit Voice Theory, Journal of Marketing Research, 19, 440–452.
16.
GeisserS. (1974), A Predictive Approach to the Random Effect Model, Biometrika, 61, 101–107.
17.
GrubeJ.WeirI.GetzlafS.RokeachM. (1984), Own Value System, Value Images, and Cigarette Smoking, Personality and Social Psychology Bulletin, 10, 306–313.
18.
GutmanJ. (1982), A Means-End Chain Model Based on Consumer Categorization Processes, Journal of Marketing, 46, 60–72.
19.
HenryW. A. (1976), Cultural Values do Correlate with Consumer Behavior, Journal of Marketing Research, 13, 121–127.
20.
HildebrandtL. (1984), Attitudes and Values as Predictors of Energy Information Behavior Patterns, Advances in Consumer Research, Association for Consumer Research, 575–578.
21.
KahleL. (1983), Social Values and Social Change: Adaptation to Life in America, Praeger.
22.
KahleL. (1984), Attitudes and Social Adaptation: A Person-Situation Interaction Approach, Pergamon.
23.
KahleL.BeattyS.HomerP. (1986), Alternative Measurement Approaches to Consumer Values. The List of Values (LOV) and Values and Life Styles (VALS), Journal of Consumer Research, 13, 405–409.
24.
KapfererJ. N.LaurentG. (1981), Les décalés et les jouisseurs n'ont pas enterré les cadres supérieurs et les cols bleus, Stratégies, 292, 52–53.
25.
KapfererJ. N.LaurentG. (1985), «Le pouvoir prédictif des typologies de styles de vie et socio-culturelles: choix qualitatifs du consommateur», Communication à la Ire Conférence de l'Association française de Marketing, Le Touquet
26.
KluckhohnG.StrodtbeckF. (1961), Variations in Value Orientations, Row, Peterson & Company.
27.
KriefY.LoiseauM. (1979), Les styles de vie en question, Stratégies, 199, 30–68.
28.
LhomollerJ. B. (1981), LVPLS 1.6.: Latent Variables Path Analysis with Partial Least Squares Estimation, University of the Federal Armed Forces, Berlin.
29.
MaslowA. (1954), Motivation and Personality, Harper.
30.
MillerJ. (1975), The Sampling Distribution and a Test for the Significance of the Bimultivariate Redundancy Statistic: A Monte Carlo Study, Multivariate Behavioral Research, 233–244.
31.
MitchellA. (1983), The Nine American Life Styles, Warner.
32.
MunsonJ. (1984), Personal Values: Considerations on Their Measurement and Application to Five Areas of Research Inquiry, inPittsR.WoodsideA. G. (eds), Personal Values and Consumer Psychology, Lexington Books.
33.
MunsonJ.McIntyreS. (1979), Developing Practical Procedures for the Measurement of Personal Values in Cross-Cultural Marketing, Journal of Marketing Research, 48–52.
PeninouG. (1980), Réflexion critique sur les styles de vie et les courants socio-culturels, IREP, octobre 80, 91–105.
36.
RankinW.GrubeJ. (1980), A Comparaison of Ranking and Rating Procedures for Value System Management, European Journal of Social Psychology, 10, 233–246.
37.
RaoL. (1955), Estimation and Test of Significance in Factor Analysis, Psychometrika, 20, 93–110.
38.
ReynoldsJ.JollyJ. (1980), Measuring Personal Values: an Evaluation of Alternative Methods, Journal of Marketing Research, 17, 531–536.
39.
RoehrichG.Valette-FlorenceP. (1986), Besoin de stimulation, innovativité, implication et valeurs: test empirique d'un modèle structurel, Actes de l'Association française de Marketing, Grenoble, 37–80.
40.
RoehrichG.Valette-FlorenceP. (1987), A la recherche des causes individuelles de l'achat des produits nouveaux, Actes du 14e Séminaire international de Recherche en Marketing, La Londe-les-Maures, 349–376.
41.
RokeachM. (1968), Beliefs, Attitudes and Values, Jossey-Bass.
42.
RokeachM. (1973), The Nature of Human Values, Free-Press.
43.
RokeachM. (1974), Change and Stability in American Value Systems, Public Opinion Quarterly, 38, 222–238.
44.
RotterJ. (1966), Generalized Expectancy for Internal Versus External Control of Reinforcement, Psychological Monographs, 80.
45.
StewartD.LoveW. (1968), A General Canonical Correlation Index, Psychological Bulletin, 70, 160–163.
46.
StoneM. (1974), Cross-Validatory Choice and Assessment of Statistical Prediction, Journal of the Royal Statistical Society, B 36, 111–133.
47.
Valette-FlorenceP. (1985), Une évaluation empirique des effets des styles de vie sur la consommation, thèse de Doctorat de 3e Cycle en Sciences de Gestion, Grenoble
48.
Valette-FlorenceP.JolibertA. (1985), Un essai empirique de clarification des approches de styles de vie, Actes du Colloque de l'Association française de Marketing, Le Touquet, 133–157.
49.
Valette-FlorenceP. (1986), Les démarches de styles de vie: concepts, champs d'investigation et problèmes actuels, Recherche et Applications en Marketing, n° 1, 94–109, n° 2, 42–58
50.
Valette-FlorenceP. (1987), A Second Generation of Multivariate Analysis: Contribution and Applications for Marketing Research, The 40th ESOMAR Marketing Research Congress, 225–253.
51.
Valette-FlorenceP.JolibertA. (1987), Personal Values: A Validity Investigation, Marketing Science Conference, TIMS/ORSA, Centre HEC-ISA.
52.
VeroffJ.DouvanE.KulkaR. (1981), The Inner American, Basic Books.
53.
VinsonD.MunsonJ. (1976), Personal Values: An Approach to Market Segmentation, inBernaardtK. (ed.), Marketing: 1776–1976 and Beyond, American Marketing Association, 313–317.
54.
VinsonD.ScottJ.LamontC. (1977), The Role of Personal Values in Marketing and Consumer Behavior, Journal of Marketing, 44–50.
55.
VinsonD.MunsonJ.NakanishiM. (1977), An Investigation of the Rokeach Value Survey for Consumer Research Application, Advances in Consumer Research, Association for Consumer Research, 247–252.
56.
WindY.GreenP. (1974), Some Conceptual, Measurement, and Analytical Problems in Life-Style Research, inWellsW. (ed.), Life-Style and Psycho graphics, American Marketing Association, 99–126.
57.
WoldH. (1975), Path Models with Latent Variables: The NIPALS Approach, inBlalochH. (eds), Quantitative Sociology: International Perspectives on Mathematical and Statistical Model Building, Academic Press.
58.
WoldH. (1980), Model Construction and Evaluation when Theoritical Knowledge is Scare: Theory and Application of Partial Least Squares, inKmentaJ.RamseyJ. (eds), Evaluation of Econometric Models, Academic Press, 47–74.
59.
WoldH. (1981), The Fixed Point Approach in Interdependant Systems, North Holland & Co.
