Philippe Aurier, Yves Evrard, and Gilles N'Goala (2001)
From Consumption Functions To Global Value: An Integrative Framework
4th International Research Seminar On Marketing Communications And Consumer Behavior, La Londe les Maures, IAE Aix en Provence.
Research on value has traditionally adopted the point of view of exchange value, considering global value as a ratio between consumption costs and benefits. In contrast, a more recent research stream has analyzed value from the point of view of consumption (cumulative and experiential view). The aim of this article is to develop and operationalize a typology of the consumption value components (or functions). In the first part, an integrative framework for the identification of consumption value components will be proposed, based on a literature review of previous approaches. The second part will present some empirical results; its objectives are two fold : first demonstrate the empirical validity of the proposed typology by an application studying a consumption area generally considered as typically experiential (movie consumption); secondly show how those two approaches of value can be articulated in an integrative model in which perceived global value would be a function of the consumption value components.