Novosibirsk State Pedagogical University Bulletin, 2011, No.4, pp.23-50

The value levels of consumer choices and the gender differences

Mayer B. O. 1 (Novosibirsk, Russian Federation), Tkachev A. V. 2 (Novosibirsk, Russian Federation)
1 Novosibirsk State Pedagogical University, Novosibirsk, Russian Federation
2 «Novosibirskavtotrans»

This paper is devoted to the value levels in process of consumer choices. It was found the phenomenon of duplication (reproduction) of the same values at different levels of a hierarchical tree of values of the consumer. This phenomenon is associated with two cognitive styles of decision making: context-sensitive and context-independent styles. The hypothesis that the duplication of the same values at different levels of a hierarchical tree of values can be considered the consumer as a unique strategy for decision-making, which is one of its properties is context-dependent, but on the other - completely context-independent. It was found that duplication of the same values at different levels of a hierarchical tree of values inherent in the consumer, primarily women (with a probability of at least 50%), which in terms of consumer choice looks like an unpredictable, inconsistent, illogical, or as - " Women's logic "


consumer choice, value hierarchy, cognitive strategies of decision-making, gender differences


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Date of the publication 29.12.2011