Cognitive relationships between automobile attributes and personal values
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 14 November 2016
Abstract
Purpose
The purpose of this paper is to present an analysis of the cognitive relationship between personal values of buyers and attributes of automobiles.
Design/methodology/approach
In total, 60 interviews were performed with buyers of sporty and compact cars. The qualitative laddering technique guided data collection and analysis, resulting in two cognitive value maps (HVM). The results were interpreted based on three theoretical approaches: Schwartz (1994), Allen (2000) and Gutman (1982).
Findings
The dominant chains from the two models indicate connection between “design and hedonism,” “internal finishing and hedonism” and “security items and safety as a value.” Therefore, these customers are predominantly characterized by individualistic values: by the pursuit of personal pleasure and concern for personal safety.
Research limitations/implications
Due to qualitative techniques having been used, future research could validate some presented results through surveys based on the connections between the set of attributes and values presented in this research.
Practical implications
Results from this study can help to develop segmentation and advertising strategies, as well as marketing aftermarket actions based on the psychographic profile provided by the HVMs. They may also assist integration between the initial and final phases of new vehicles’ development which have concepts similar to those studied here.
Originality/value
The extant literature provides few studies with the specific objective of identifying connections between vehicle attributes and the personal values of the consumers. This paper presents an interpretation of the cognitive relationships between vehicle attributes and personal values through three theoretical perspectives, providing multidimensional profiles to explain consumers’ values.
Keywords
Citation
Pimenta, M.L. and Piato, É.L. (2016), "Cognitive relationships between automobile attributes and personal values", Asia Pacific Journal of Marketing and Logistics, Vol. 28 No. 5, pp. 841-861. https://doi.org/10.1108/APJML-09-2015-0147
Publisher
:Emerald Group Publishing Limited
Copyright © 2016, Emerald Group Publishing Limited