Workshop Series: Julie Lee
Schwartz (1992) value theory significantly advanced our understanding of the structure of values based on the motivations that underlie them. Support for this theory has been impressive, with data from hundreds of samples indicating people in more than 80 countries recognize these basic values as guiding principles. However, the measurement of this theory has been criticized and the relationships between these values and attitudes and behaviours are often relatively weak. We attempt to address these issues by refining the theory and measurement of Schwartz values. In this seminar, I will discuss the development of 20 theoretically derived value facets and present empirical support for a refined values theory, using a choice-based approach to measurement. I will also discuss the relationship between values and behaviours, including potential mediating and moderating factors.
Julie Anne Lee is a Winthrop Professor in the Marketing discipline. She completed her PhD in Business Administration from the University of Illinois at Urbana Champaign and has been a faculty member at several universities, including the University of Miami and the University of Hawaii. Her research focuses on cross-cultural theory, measurement and application in the tourism and consumer behaviour contexts. Most recently, she has been examining cultural and personal values across cultures. She has published widely, including articles in the Journal of Personality and Social Psychology, Journal of Consumer Psychology, Psychology & Marketing, Journal of Cross-Cultural Psychology, Journal of Personality Assessment, Journal of Business Research, International Marketing Review, Tourism Management, Annals of Tourism Research, among others. Her book with Jean-Claude Usunier, Marketing Across Cultures 5th edition, 2009, is a comprehensive analysis of research in international marketing.