What are values in consumer behaviour?

The relevance of values to consumer behaviour is well documented in the literature. Whereas studies have shown consistent relationships between values and various consumer behaviours, the strengths of such relationships tend to be modest. Apart from the lack of theoretical explanation of how values are causally related to other constructs in influencing consumer behaviour, it is the contention of this paper that the fundamental reason lies in the lack of a clear understanding of the construct itself. The purpose of this paper is to review the definition and nature of values and distinguishes values from other constructs so that future research can provide better theoretical explanation and prediction on how values influence consumer behaviour