|
EconStor >
Europa-Universität Viadrina Frankfurt (Oder) >
Wirtschaftswissenschaftliche Fakultät, Europa-Universität Viadrina >
Diskussionspapiere, Wirtschaftswissenschaftliche Fakultät, Europa-Universität Viadrina >
Please use this identifier to cite or link to this item:
http://hdl.handle.net/10419/23797
|
| | |
| Title: | | The Impact of Terminal Values and Yellow Press on Consumer Behavior  |
| Authors: | | Gröppel-Klein, Andrea Germelmann, Claas Christian |
| Issue Date: | | 2005 |
| Series/Report no.: | | Diskussionspapiere / Europa-Universität Viadrina Frankfurt (Oder), Wirtschaftswissenschaftliche Fakultät 224 |
| Abstract: | | We investigate if pluralistic consumption styles (like "frugality", or "indulgence in luxury") can be identified and are correlated with different terminal values and if values and consumption styles prove to be stable or can be changed by drastic events. The results of two polls (before and after the war in Iraq) are compared. Using content analyses, media influence on consumers' values and consumption patterns is also analyzed. Marketing relevance of the research is substantiated by investigating whether values and/or specific consumer trends have a significant impact on the preference of advertising campaigns showing different lifestyle themes. |
| Document Type: | | Working Paper |
| Appears in Collections: | | Diskussionspapiere, Wirtschaftswissenschaftliche Fakultät, Europa-Universität Viadrina
|
| |
| | |
Download bibliographical data as:
BibTeX
|
| |
Share on:http://hdl.handle.net/10419/23797
|
Items in EconStor are protected by copyright, with all rights reserved, unless otherwise indicated.
|