Values

Each person has a different set of values compared to other individuals. Their own set values may be in a different order or place, or they might not have that value at all. Values can come from a number of things; a person's upbringing, groups that they are a part of, environment, adverts, etc. It is thought that values are at the foot of all of a person's behaviour, be it towards others, economically or morally.

According to Kahle, there are 9 main values nearly everyone has:

Self respect

Excitment

Being well liked

Fun and enjoyment

Self fulfilment

Sense of accomplishment

Warm relationships with others

Security

Sense of belonging

These are usually the same for everyone, everyone will have most of these in their top values for life.

Events in a person's life can have major or minor effects on their lifestyle values. If a person has a large change in their life, it is likely to have an affect on the way they see different things. Historical timelines are a good way of looking at the changes of values in society as a whole, event such as terrorist attacks and wars change the way society views others and products.

A personal timeline is a good way to look back and see what may have affected their own life.

This is my personal timeline. It doesn't consist of many events as not much has happened. Probably the biggest event is my parents divorce, it didnt affect my values that much as i was so young when it happened, but since then it has made me think about things but not so much my values of life. Getting back in touch with my family was a big step as i think it made my personality change but not so much my values.

There are many theories for the values of people. The laddering theory is a main one.

The laddering theory believes that people have 'terminal values' which they use different strategic steps to get to. Products become ways to achieve these terminal values, as they can usually help to get through to the value. Products can also be the reason for the wanting of the terminal value, e.g. putting on weight, using something out of fashion. The end states are usually one or two of the values from Kahles list of values.

Marketers can use this technique to get people to buy their product. Researchers help to find the company's strategic position within the market so they can aim their product at the right people who, could in the end, use the product for their terminal value. Weight Watchers is a great example of this.

Sometimes, people try to press their values onto others. For example, the Government expresses all their values through law and the state. By doing this, all people know about their values and some feels that they should have these values and uphold these as it is what the Government believe. Therefore these values are not the values of the individual.