By Morris Holbrook
As consumers, what components impression our determination to buy an item or provider? Why can we selected one product over one other? How can we characteristic price as a part of the procuring event? The topic of 'serving' the buyer and shopper delight is significant to each formula of the promoting proposal, but few books attenpt to outline and examine precisely what it's that buyers wish. during this provocative choice of essays, Morris Holbrook brings jointly a crew of the head US and ecu students to debate a subject of significant significance to the learn of promoting and client behaviour. This ground-breaking, interdisciplinary publication presents an leading edge framework for the learn of patron price that's used to severely learn the character and kind of price that customers derive from the intake adventure - effiency, excellence, prestige, esteem, play, aesthetics, ethics, spirituality. bound to galvanize debate and controversy, it is a brave, individualistic and idiosyncratic booklet which should still attract scholars of selling, client behaviour, cultural reports and intake reviews.
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Additional info for Consumer Value: A Framework for Analysis and Research (Routledge Interpretive Market Research Series)
1979) A Modern Book of Esthetics, Fifth Edition, New York: Holt, Rinehart & Winston. Riesman, David (1950) The Lonely Crowd, New Haven, CT: Yale University Press. Rokeach, Milton (1973) The Nature of Human Values, New York: The Free Press. Rule, Sheila (1994) “The Pop Life,” New York Times, March 30 : C24 . Santayana, George (1896) The Sense of Beauty, New York: Dover Publications. Scitovsky, Tibor (1976) The Joyless Economy, New York: Oxford University Press. Scruton, Roger (1981) From Descartes to Wittgenstein, New York: Harper Colophon Books.
Here, the reactive as opposed to active nature of spirituality corresponds to the oft-noted distinction between faith (sacred experience) and works (good deeds). The former involves a receptive form of devotion or worship (reactive other-oriented intrinsic value); the latter entails some manipulative intervention, thereby placing it under our category of ethics (active other-oriented intrinsic value). In this connection, faith is viewed as involving an orientation toward some Other in the form of God, a Divine Spirit, or a Cosmic Force (Parker 1957:20), whereas ecstasy involves a mystical disappearance of the self-other dichotomy in a manner that seems to merge the self with the Other, to permit one to lose oneself in the Other, or to achieve a union with the Other and that thereby produces a sense of exaltation or rapture (Perry 1954:488; Frondizi 1971:118).
Von Wright, Georg Henrik (1963) The Varieties of Goodness, London: Routledge & Kegan Paul. —— (1983) Practical Reason, Ithaca, NY: Cornell University Press. Zeithaml, Valerie A. (1988) “Consumer Perceptions of Price, Quality, and Value: A MeansEnd Model and Synthesis of Evidence,” Journal of Marketing 52, July: 2–22. , and Berry, Len (1990) Delivering Quality Service: Balancing Customer Perceptions and Expectations, New York: The Free Press. Schmitt Introduction The view of time as an economic value is common in many approaches to the study of time.