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* In several of the recent chapters we discussed a segmentation variable (age, social class, etc.). One of the rationales behind segmentation variables is that they group people with similar values, norms and beliefs. Shared values, norms and beliefs may lead to similar behavior, and that is what matters. Now, in this chapter, we are talking again about values, more specifically about considering/measuring values directly, without first looking at all these other variables (age, social class, culture, etc.).

So, what's the deal? What is new? Is there any merit of measuring values directly, as opposed to indirectly e.g. by looking at the culture or age of consumers?

Within specific segments there may be considerable differences. That is, culture or social class will give you

only a rude approximation of the values of the segment. For instance, two people from entirely different

countries, different age groups who are living on opposite ends of the planet, may share the same values. The

opposite may also be true: two individuals who live in the same region, belong to the same social class and the

same age group may endorse different values.

By measuring the values directly and individually you may be able to be much more specific. That is, you know the values of each specific consumer rather than the "average" or values of a segment of consumers.

* Both 'personality' and 'values' are psychological constructs referring to something internal in consumer's minds. Can a personality be different from a value? If so, how? Give a concrete example.

Two people can both hold materialistic values, but one of them can be extravert while the other