In the psychological field, a lot of progress has been made in values theory. In marketing theory, however, the use of values has been undervalued. Despite the widespread managerial use of brand values, attention has remained focused on the brand personality concept. This book intends to provide a new perspective to marketing science, by proposing a system of brand values that takes into account the developments in values theory. Values were tested in a number of rounds among a total of more than 3,000 respondents in the Netherlands and several other countries including Germany, Italy, and China.In this study, values that motivate consumer behavior were demonstrated to relate to each other as a consistent value system, labelled here as the Value Compass. We showed that the values with which brands profile themselves can be organized according to a similar structure as the human value system, which opens additional insights into the use of values to position brands, or to predict brand choice. The cross-cultural validation included in this book showed a high degree of equivalence of the Value Compass. This validation provided insight in the cross-cultural similarities in the structure of the value system, but it also emphasized the cross-cultural differences in priorities that individuals attach to certain values.
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The European Values Study (EVS) is a large-scale, cross-national and longitudinal research programme on basic human values, initiated in the late 1970s. A product of this research is the Atlas of European Values (AoEV), published by the University of Tilburg in the Netherlands for the second time. The Atlas of European Values offers maps and background information on the opinions of the population in 46 European countries. In chapters about Europe, family, work, religion, politics, society and well-being, diversity and similarities in values patterns are shown. On the website www.atlasofeuropeanvalues.eu maps of the European Values Study are accessible for free. In addition, the website offers different map tools, videos, background information and other teaching materials that are very useful sources of information for geographers and geography teachers. The most important theories to explain the value patterns that the research shows us are modernization theories. In this article, the basic findings on values are explained with respect to the theoretical frame and some examples with a special focus on Turkey are given. The findings challenge geography and other sciences, to what extent mapping the values of Europeans is possible. Two of these challenges are regionalizing the data and exploring the "context" for explaining the differences among countries.
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Purpose: As recovery time after oncological surgery can be long, family caregivers often play an important role in the delivery of care after patients’ discharge. To prepare carers for this role, we developed a family involvement program (FIP) to enhance their active involvement in post-surgical oncology care during hospitalization. The purpose of this qualitative study was to explore family caregivers experience of participating in a FIP. Methods: We conducted semi-structured interviews with 12 family caregivers who participated in the family involvement program. The program is comprised of two main components (1) training and coaching of physicians and nurses; (2) active involvement of family caregivers in fundamental care activities. This active involvement included six activities. Data were analyzed using interpretative phenomenological analysis. Results: Family caregivers positively valued the program. Active participation in post-surgical care was experienced as an acceptable burden. The program gave participants the ability to simply be present (‘being there’) which was considered as essential and improved their understanding of care, although family caregivers sometimes experienced emotional moments. Active involvement strengthened existent relationship between the family caregiver and the patient. Participants thought clinical supervision. by nurses is important. Conclusions: Physical proximity appeared as an essential part of the family involvement program. It helped carers to feel they made a meaningful contribution to their loved ones’ wellbeing. Asking families to participate in fundamental care activities in post-surgical oncology care was acceptable, and not over-demanding for caregivers.
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