Show Less
Restricted access

Current Approaches in Social Sciences

Edited By Rasim Yilmaz, Günther Löschnigg, Hasan Arslan and Mehmet Ali Icbay

Current Approaches in Social Sciences is a collection of research papers on a wide range of social issues written by researchers from several different institutions. The book will appeal to educators, researchers, social students and teachers of all subjects and of all levels, who wish to develop personally and professionally. It will also be useful to all those who interact, one way or another, with both students and teachers in a social context.
Show Summary Details
Restricted access

Targeting Millennials in an Emerging Market: A Qualitative Study on the Value Systems of Generation Y in Turkey

Extract



Introduction

Values are outcomes of evaluative judgment and are used for standards, norms, goals, and ideals (Rintamaki et al. 2006). Values determine human cognition and behaviour and they influence attitude and behaviour. So, examining values may provide powerful explanations and a large capture of the central cognitive structure of individuals. Additionally, values are more stable over time in comparison with attitudes in terms of being more centrally connected to the cognitive system and serving as standards of conduct (Chryssohoidis & Krystallis, 2005). Consumer values are consequences and attributes that shape their purchasing behaviour, goals, and ideals for shopping (Rintamaki et al. 2006).

You are not authenticated to view the full text of this chapter or article.

This site requires a subscription or purchase to access the full text of books or journals.

Do you have any questions? Contact us.

Or login to access all content.