How are the Schwartz Personal Values consistent with purchase outcomes?

There have been numerous research studies done to explore the association of the Schwartz personal values with consumer behaviors in several contexts. These values have been validated across cultures and geographies and within various verticals such as grocery, green products, apparel, tourism, and politics.  The research studies utilized different measurement instruments and techniques to assess the importance that individuals place on different personal values both broadly (values as guiding principles in life) and narrowly (importance within a vertical).  These studies advise that personal values are meaningfully linked to a range of consumer behaviors including; everyday behaviors, product category choice, product purchases, product benefits, product preference, political party choice, political activism, political attitudes towards an issue.

The research suggests that insights based on personal values may be beneficially used in a variety of marketing applications, such as:

• Identifying consumer segments based on personal values
• Selecting consumer audiences for marketing campaigns
• Identifying marketing opportunities (ex, low penetration of a consumer value-based segment)
• Developing consumer marketing messages that resonate
• Guiding product development
• Informing product positioning
• Understanding and predicting individuals’ political party choice
• Understanding and predicting individuals’ political activism
• Understanding the values that impact individuals’ political attitudes toward an issue