Introduction to ValueMMIM 511 Dr Mary Tate (VUW)
Theories of quality and value are very old
– Plato– Aristotle– St Thomas Aquinas– Karl Marx– Adam Smith
“Value” (examples?)Type of value Descriptions Author (s)
Utilitarian Value An instrumental, task-related, rational, functional, cognitive, and a means to an end
Babin et al. (1994)
Overall assessment of functional benefits incorporating the following dimension: (i) traditional price saving; (ii) service; (iii) time-saving; and (iv) merchandise selection
Lee and Overby (2004)
Hedonic Value Reflecting the entertainment and emotional worth of shopping; non-instrumental, experiential, and affective
Babin et al. (1994)
Concerned with the extent to which a product creates appropriate experiences, feelings, and emotions to the customer.
Smith and Colgate (2007)
Extrinsic Value Utilitarian or Instrumental Use of a particular service as a means to a specific end
Hartman (1962)
Intrinsic Value Emotional Appreciation of the consumption Hartman (1962)
“Outcome expectation” or
“usefulness”
Enjoyability
Similar to Utilitarian
Similar to Hedonic Good “in itself”
Means to some good end
More “Value” (examples?)Systemic Value Logical or Rational aspect Hartman
(1962)Emotional Value Related to various affective states. The
value can be either positive or negative. Examples for positive emotional value are confidence or excitement, whilst the examples for negative emotional value are fear or anger
Sheth, Newman, and Gross (1991)
Feelings of customer Mattsson (1991)
The utility derived from the feelings or affective states that a product generate
Sweeney and Soutar (2001)
Practical Value Physical or Functional Aspects of consumption
Mattsson (1991)
Social Value An image that is consistent with the norms of a consumer’s friends or associates and/or with the social image the consumer wishes to project
Sheth et al. (1991)
The utility derived from the product’s ability to enhance social concept
Sweeney and Soutar (2001)
Epistemic Value Concerns with a desire for knowledge. The knowledge in this value can be motivated by intellectual curiosity or the seeking of novelty
Sheth et al. (1991)
Conditional Value A value that reflects the fact that some market choices are contingent on the situation or set of circumstances faced by the consumers
Sheth et al. (1991)
Hedonic? Intrinsic?
Various types of outcome value
Various types of outcome value
Various types of outcome value
Comparative
Value co-creation
Vargo et al. (2008)
Value co-creation
Payne et al. (2008)
Value co-creation
Unbundled “servitized” IT components
User-created content or applications
Who or what affects it - context?
How
• Ask people? Surveys?• Holistically? Continuously? • Formally or informally?• Formative or summative?
In conclusion
• Cost reduction is a common focus because it is “easy”
• What we mean by value and what we mean by the technology or the system are not always clear
• Human factors are very important• Perceptions (satisfaction) can be difficult to
reconcile with figures• Time in the life cycle makes a big difference
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