Theory Of Consumption Literature Review

. LITERATURE REVIEW

2.1. The Theory of Consumption Values

The theory of the consumption values was first introduced by Sheth and Newman and Goss in

1991 and is abbreviated as SNG. The model is an advanced expanded version of the Howard-

Sheth model, which is a complicated explanatory model of consumer’s behaviors, consisted of four key dimensions namely data, conceptual structures, learning structures and outputs [5].

The model is so operational and easily functional that many researchers have made references to it during these years. Among others, references can be made to a study by Yonggui Wang (2004) in a number of China’s service-provider organizations, analyzing consumer 's behaviors and customer’s value in a comprehensive coherent framework

(1991) the functional value of an alternative is defined as:

"The perceived utility acquired from an alternative for functional, utilitarian, or physical performance. An alternative acquires functional value through the possession of salient functional, utilitarian, or physical attributes. Functional value is measured on a profile of choice attributes."

Katz (1960) developed the functional theory of attitudes. He identifies four attitudes based on the functional values:

1) Utilitarian function. The utilitarian function is related to the basic principles of reward and punishment. We develop some of our attitude toward products simply based on whether these products provide pleasure or pain.

2) Value-expressive function. Attitude that performs a value-expressive function expresses the consumers’ central values or self concept. A person forms a product attitude not because of its objective benefits, but because of what the product says about him or her as a person.

3) Ego-defensive function. Attitude formed to protect the person, either from external threats or internal feelings, perform an ego-defensive function. Example of this function is deodorant campaigns that stress the dire, embarrassing consequences of being caught with underarm odor in

Goods and services are frequently associated with emotional responses (e.g. the fear aroused while viewing horror movie). Emotional value is often associated with aesthetic alternatives (e.g. religion, causes). However, more tangible and seemingly utilitarian products also have emotional values. For example, some foods arouse feeling of comfort through their association with childhood experiences, and consumers are sometimes said to have "love affairs" with their