Article

Values, expectations from the marketing system and product expectations

  1. Ved Prakash1,
  2. J. Michael Munson2

Article first published online: 5 SEP 2006

DOI: 10.1002/mar.4220020407

Issue

Psychology & Marketing

Psychology & Marketing

Special Issue: Psychology, Marketing, & Values

Volume 2, Issue 4, pages 279–296, Winter 1985

Additional Information

How to Cite

Prakash, V. and Munson, J. M. (1985), Values, expectations from the marketing system and product expectations. Psychol. Mark., 2: 279–296. doi: 10.1002/mar.4220020407

Author Information

  1. 1

    Assistant professor of marketing in the Department of Marketing at Florida International University

  2. 2

    Associate professor of Marketing in the Leavey School of Business at The University of Santa Clara

Publication History

  1. Issue published online: 5 SEP 2006
  2. Article first published online: 5 SEP 2006

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Abstract

This paper suggests a theoretic basis for relating personal values, consumer expectations from the marketing system, and product expectations. More specifically, it suggests that personal values influence the consumer's normative standards regarding the marketing system, and that values and marketing system expectations together determine the consumer's expectations regarding product attributes. These relationships are empirically tested across three product classes and two ethnic groups—Blacks and Whites. Results indicate that among each ethnic group values are significantly related to marketing system expectations, which in turn are significantly related to product expectations. Additionally, the importance and function of specific value dimensions vary by ethnicity, and implications for research in the areas of personal values, satisfaction, and marketing strategy are discussed.

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