Social values, A.I.O., and consumption patterns: Exploratory findings

• Published in: Journal of business research Vol. 20; no. 2; pp. 109 - 122
• Main Authors: Valette-Florence, P., Jolibert, A.
• Format: Journal Article
• Language: English
• Published: New York Elsevier Inc 01.03.1990; Elsevier; College of Business Administration, University of Georgia; Elsevier Sequoia S.A
• Series: Journal of Business Research
• Subjects: Consumer behavior; Consumption; Discriminant analysis; Effects; Lifestyles; Socioeconomic factors; Studies; Values; France
• ISSN: 0148-2963; 1873-7978
• DOI: 10.1016/0148-2963(90)90055-I

An attempt is made to investigate the links between consumption patterns, social values, and activities, interests, and opinions (AIO). A 3-point questionnaire was used to conduct interviews at 300 randomly selected addresses of Grenoble Gas and Electric Co. (Grenoble, France) customers. Lifestyle and values appear to be more complementary than redundant. They appear to be redundant for only one consumption pattern (children), where a similar dimension is retained for lifestyle and values (idealism). An analysis of the data indicates that: 1. dimensions of AIO and values appear to have weak links, and 2. the information provided by these 2 types of dimension does not duplicate the information provided by the socioeconomic variables. However, group sizes were small, precluding any analysis at the brand and type of product level. In addition, the products used were mostly convenience and shopping goods, limiting the results to these goods. Results with specialty goods might be different. The results emphasize the importance of social values as a complement of AIO.