The literature clearly provides support and empirical evidence linking personal
values and consumption, and acknowledges cross-cultural differences in these
values. Personal values have been shown to be efficient, measurable sets of
variables that are less numerous, more centrally held and more closely related
to motivations than demographic and psychographic measures. The list of values
(LOV) is a widely used scale for the measurement of values in a variety of
consumer behaviour contexts. It has been used for the purposes of cross-cultural
comparison and in tourism behaviour research. Kahle has suggested the instrument
is a viable candidate as a widely accepted measure for cross-cultural comparison
of values. This paper examines the reliability and validity of the LOV in the
context of Japanese tourism behaviour. Results suggest several problems with the
scale in this context, and the paper discusses some philosophical and
methodological issues in cross-cultural values research in tourism.
You, X.
,
O'Leary, J.
,
Morrison. A.
and
Hong, G. S.
(2000)
'A Cross-Cultural Comparison of Travel Push and Pull Factors:
United Kingdom vs Japan. International'
, Journal of Hospitality and Tourism Administration,
1(2):
1-26
.
2.
Zavalloni, M.
(1980) 'Values', in
Triandis, H. C.
and
Brislin, R. W.
(eds) Handbook of Cross-Cultural Psychology: Social Psychology.
Boston: MA: Allyn and Bacon
.
3.
Rose, G.
and
Shoham, A.
(2000) 'The Values of American and Japanese
Mothers: An Application of LOV in the US and Japan', in
Kahle, L. R.
(ed.) Cross-National Consumer Psychographics.
Binghamton: Haworth Hospitality Press
.
4.
Rokeach, M.
(1973) The Nature of Human Values.
New York: Free Press
.
5.
Rokeach, ref. 4 above.
6.
Schwartz, S. H.
(1992)
'Universals in the Content and Structure of Values: Theoretical
Advances and Empirical Tests in 20 Countries'
, Advances in Experimental Social Psychology, 25:
1-65
.
7.
Rokeach, ref. 4 above.
8.
Vinson, D.
and
Munson, M.
(1976) 'Personal Values: An Approach to Market
Segmentation', in
Bernhardt, K.
(ed.) Marketing 1776-1976 and Beyond, pp.
313-318.
Chicago: American Marketing Association
.
9.
Boote, A.
(1981)
'Market Segmentation by Personal Values and Salient Product Attributes'
, Journal of Advertising Research,
21(February):
29-35
.
10.
Muller, T. E.
(1991)
'Using Personal Values to Define Segments in an International
Tourism Market'
, International Marketing Review, 8(1):
57-70
.
11.
McCleary, K. W.
and
Choi, B. M.
(1999)
'Personal Values as a Base for Segmenting International Markets'
, Tourism Analysis, 4(1):
1-17
.
12.
Pitts and Woodside, ref. 10 above.
13.
Rokeach, ref. 4 above.
14.
Muller, ref. 10 above.
15.
Muller, ref. 10 above.
16.
McLeary and Choi, ref. 11 above.
17.
Madrigal and Kahle, ref. 11 above.
18.
Reisinger, Y.
and
Turner, L.
(1998)
'A Cultural Analysis of Japanese Tourists: Challenges for Tourism Marketers'
, European Journal of Marketing,
33(11/12):
120327
.
19.
Kim and Lee, ref. 18 above.
20.
You et al., ref. 1 above.
21.
Muller, ref. 10 above.
22.
Maslow, A. H.
(1954) Motivation and Personality.
New York: Harper
.
23.
Rokeach, ref. 4 above.
24.
Feather, N. T.
(1975) Values in Education and Society.
New York: Free Press
.
25.
Veroff, J.
,
Douvan, E.
and
Kulka, R. A.
(1981) The Inner American: A Self-Portrait from 1957 to
1976.
New York: Basic Books
.
26.
Kahle, L. R.
(1983) Social Values and Social Change: Adaptation to Life in
America.
New York: Praeger
.
27.
Rokeach, ref. 4 above.
28.
Beatty, S. E.
,
Kahle, L. R.
,
Homer, P.
and
Misra, S.
(1985)
'Alternative Measurement Approaches to Consumer Values: The List
of Values and the Rokeach Value Survey'
, Psychology and Marketing, 2(3):
181-200
.
29.
Rose, G. M.
,
Shoham, A.
,
Kahle, L. R.
and
Batra, R.
(1994)
'Social Values, Conformity and Dress'
, Journal of Applied Social Psychology,
24(17):
1501-1519
.
30.
Beatty, S. E.
,
Kahle, L. R.
,
Utsey, M.
and
Keown, C.
(1993)
'Gift-Giving Behaviours in the US and Japan: A Personal Values Perspective'
, Journal of International Consumer Marketing,
6(1):
49-66
.
31.
Rose et al., ref. 29 above.
32.
Kennedy, P. F.
,
Best, R. J.
and
Kahle, L. R.
(1988)
'An Alternative Method for Measuring Value-Based Segmentation and
Advertising Positioning'
, Current Issues and Research in Advertising,
11(1):
139-155
.
33.
Shoham, A.
,
Rose, G. M.
,
Kropp, F.
and
Kahle, L. R.
(1997)
'Generation X Women: A Sports Consumption Community Perspective'
, Sports Marketing Quarterly, 6(4):
23-34
.
34.
Beatty et al., ref. 30 above.
35.
Kahle, L. R.
,
Beatty, S. E.
and
Homer, P.
(1986)
'Alternative Measurement Approaches to Consumer Values: The List
of Values (LOV) and Values and Life Style (VALS)'
, Journal of Consumer Research,
13(December):
405-409
.
36.
Novak, T. P.
and
MacEvoy, B.
(1990)
'On Comparing Alternative Segmentation Schemes: The List of
Values (LOV) and Values and Life Styles (VALS)'
, Journal of Consumer Research, 17(1):
105-109
.
37.
Rokeach, ref. 4 above.
38.
Kahle, L. R.
(1996)
'Social Values and Consumer Behavior: Research From the List of Values'
, in
Seligman, C.
,
Olson, J. M.
and
Zanna, M. P.
(eds) The Psychology of Values, Ontario Symposium Vol. 8.
Mahwah, NJ: Lawrence Erlbaum Associates.
39.
Kahle, L. R.
(2000) Cross-National Consumer Psychographics.
Binghamton: Haworth Hospitality Press
.
40.
Kahle, ref. 26 above.
41.
Chan, A. M.
and
Rossiter, J. R.
(1997) Understanding the Causal Relationship Between Values
and Consumer Behaviour, pp.1-8.
Sydney: University of Western Sydney
.
42.
Madrigal and Kahle, ref. 11 above.
43.
Madrigal and Kahle, ref. 11 above.
44.
Beatty et al., ref. 30 above.
45.
Rose and Shoham, ref. 3 above.
46.
Steenkamp, J.
and
Baumgartner, H.
(1998)
'Assessing Measurement Invariance In Cross-National Consumer Research'
, Journal of Consumer Research, 25(June):
78-90
.
47.
Kahle, ref. 27 above.
48.
Madrigal and Kahle, ref. 11 above.
49.
Kahle, ref. 39 above.
50.
Hamaguchi, E. A.
(1985)
'Contextual Model of the Japanese: Toward a Methodological
Innovation in Japan Studies'
, Journal of Japanese Studies, 11(2):
289-321
.
51.
Triandis, H. C.
(1989)
'The Self and Social Behaviour in Differing Cultural Contexts'
, Psychological Review, 96(3):
506-520
.
52.
Hofstede, G.
(1980) Culture's Consequences: Comparing Values,
Behaviours, Institutions and Organizations Across Nations.
Thousand Oaks, CA: Sage Publications
.
53.
Berry, J. W.
(1989)
'Imposed Etics-Emics-Derived Etics: The Operationalization of a
Compelling Idea'
, International Journal of Psychology,
24(6):
721-735
.
54.
Thompson, C.
and
Troester, M.
(2002)
'Consumer Value Systems in the Age of Postmodern Fragmentation:
The Case of the Natural Health Microculture'
, Journal of Consumer Research, 28(4):
550-572
.
55.
Dimanche, F.
(1994)
'Cross-Cultural Tourism Marketing Research'
, Journal of International Consumer Marketing,
6(3/4):
123-134
.
