Values

(Solomon 2006) Value can be defined as a belief about some desirable end-state that transcends specific situations and guides selection of behaviour.

Thus, values are general and different from attitudes in that they do not apply to specific situations only. A person’s set of values plays a very important role in his or her consumption activities, since many products and services are purchased because ( it is believed) the will help us to attain a value-related goal. Two people can believe in the same behaviours ( for example, vegetarianism) but their

underlying belief systems may be quite different (animal activism versus health concerns). The extent to which people share a belief system is a function of individual, social, and cultural forces.

The need for a general theory of value. If we open the Century Dictionary at the word “England”, we read the following: “A country of Europe, which forms with Wales and southern portion of the island of Great Britain. Their surface is general level of undulating in the east, south and center.. The highest mountain is Scafell Pike (3,210) feet. The chief river-systems are those of the Thames, Humber and Severn. Its capital is London and its government a constitutional hereditary monarchy”

Compare with this the account of England Shakespeare’s Richard II:

“This royal throne of kings, this scepter’d isle,

This earth of majesty, this seat of Mars,

This other Eden, demi-paradise;

This fortress, built by Nature for herself,

Against infection and the hand of war;

This happy breed of men, this little world,

This precious stone set in the silver sea(…)”

Compare finally, the utterance of later and lesser poet on the same theme,

“We have but one single hate,

We love but one, we hate as one;

We have but one single foe,

Whom you all know, whom you all know.

He sits crouched behind the gray flood, Gull of envy, full of fury, fu

ll of craft, full of guile,

Set part by waters that are thicker than blood.

We wish to go before a seat of judgment

To swear an oath, face to face (…)”

All three of these selections refer to the sa me object, namely England. If however, we compare the first with the second and third we remark a profound difference, the most profound and radical difference, perhaps, which appears In human discourse. The first selection purports to be a statement of fact. It is, as we say, a mere descriptio n of the object. It is colorless and unheated. The second and third on the other hand, are critical and passionate. As compared with one another, furthermore the second and third selections reveal a peculiar opposition, or difference of sense.

The second is FOR, the third AGAINST, England. T

he first, it other words, is an unbiased report; while the second and third are manifestations of friendly and hostile bias. Or, we may compare there selections from a different angle. All three characterize the object, England, but the qualify the object differently, that is, impute different characters to it. The first imputes to England a certain location in space, a certain epoch in time, a certain magnitude of area and p

opulation. The second and third impute happiness, preciousness, blessedness, envy, craft and guile. Such a comparison brings the light to sets of characters or attributes, of which the second set again falls into two opposed groups, which we may term provisionally positive and negative. Theory of value as a separate branch of inquiry arises, then, form the difference between the first of these selections and the other two; and this difference may be regarded either as one of attitude on the part of the subject, or as one of character ascribed to the object.

Depending on the time and conditions and place where people live, their value system is changing However, there are timeless values, which are always equally important, regardless of the time and place.
The most important value is human life.

Innovators

Innovators are successful, sophisticated, take-charge people with high self-esteem. Because they have such abundant resources, they exhibit all three primary motivations in varying degrees. They are change leaders and are the most receptive to new ideas and technologies. Innovators are very active consumers, and their purchases reflect cultivated tastes for upscale, niche products and services.

Image is important to Innovators, not

as evidence of status or power but as an expression of their taste, independence, and personality. Innovators are among the established and emerging leaders in business and government, yet they continue to seek challenges. Their lives are characterized by variety. Their possessions and recreation reflect a cultivated taste for the finer things in life

According to the test I'm an innovator. I think the result is accurate and I agree with that.
Yes, I am still looking for new ways, I am not satisfied with old and well known paths. I Respect the achievements of other people, also those with whom I have an opportunity to work, but it does not bother me in the development and creative thinking. Creative thinking brings a lot of color to my life and make me able to look at a lots of things from a different perspective.

Timeline

Useful article: Marketing and consumer behavior



Sources:

The General Theory of Value - Ralph Barton Perry - 2007