TY - JOUR T1 - Changes in Social Values in the United States: 1976–2007 JF - Journal of Advertising Research JO - J Advert Res SP - 57 LP - 67 DO - 10.2501/S002184991009118X VL - 50 IS - 1 AU - Eda Gurel-Atay AU - Guang-Xin Xie AU - Johnny Chen AU - Lynn Richard Kahle Y1 - 2010/03/01 UR - http://www.journalofadvertisingresearch.com/content/50/1/57.abstract N2 - The list of values (LOV) was administered in a national survey in 2007 to monitor social values across key demographic variables in the United States (Kahle, 1983). The results were compared and contrasted with those in two previous national surveys in 1976 and 1986. This study provides a rare glimpse into the changes in social values in America for the last three decades. We find that deficit values are being replaced by excess values over time in America. This suggests that some of the more traditional advertising approaches that relied on deficit values may need to be replaced by newer tactics that tap into excess values. ER -