RT Journal Article
SR Electronic
T1 Changes in Social Values in the United States: 1976–2007
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 57
OP 67
DO 10.2501/S002184991009118X
VO 50
IS 1
A1 Eda Gurel-Atay
A1 Guang-Xin Xie
A1 Johnny Chen
A1 Lynn Richard Kahle
YR 2010
UL http://www.journalofadvertisingresearch.com/content/50/1/57.abstract
AB 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.