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Contribution Details
| Type | Bachelor's Thesis |
| Scope | Discipline-based scholarship |
| Title | Values and their associated consequences: An empirical Analysis |
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| Institution | University of Zurich |
| Faculty | Faculty of Business, Economics and Informatics |
| Date | 2016 |
| Abstract Text | The thesis explains the relevance of research in values and their associated behavior from a theoretical as well as from a practical point of view. Based on Schwartz’s value theory a framework of value-behavior relationships is developed. Using Schwartz’s Portrait Value Questionnaire (PVQ), the author examines the correlations of the four higher-order values Self-transcendence, Conservation, Self-enhancement and Openness to Change with valueexpressive behavior (VEB), money allocation, time preferences and social value orientations. The data was collected from 1’193 Swiss pupils from the ages 11 to 17. The analysis shows that the four higher-order values are well represented by PVQ and VEB items. Weak positive correlations between the values and several of the other examined behaviors are reported. The author concludes that value-based customer segmentation is a valuable tool and presents instruments such as surveys and algorithms, which can serve companies to implement customer segmentation that includes value profiles. |
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