From the commercial value orientation to the social value orientation: the adjustment of the relationship between advertising and society

2013 ◽  
Author(s):  
Xue Cailing ◽  
Liu Qingyong
Keyword(s):  
Value Orientation ◽  
Social Value ◽  
Social Value Orientation ◽  
The Social ◽  
Commercial Value ◽  
The Relationship

scholarly journals THE RELATIONSHIP BETWEEN DISPOSITIONAL ENVY AND KNOWLEDGE SHARING

2020 ◽  
Vol 8 (1) ◽  
pp. 419-437
Author(s):  
Fitnat Nazlı SAYĞAN YAĞIZ
Keyword(s):  
Knowledge Sharing ◽  
Quantitative Research ◽  
Banking Sector ◽  
Value Orientation ◽  
Social Value ◽  
Social Value Orientation ◽  
Quantitative Research Methods ◽  
Orientation Model ◽  
The Social ◽  
The Relationship

According to the “Social Value Orientation” model, the value orientation of individuals is divided into two categories as prosocial and proself. Proselfs (individuals with proself value orientation) are reluctant to share their knowledge. Within the scope of this study, individuals with dispositional envy are described as proselfs. There are studies in the literature in which envy is considered as a feeling and associated with sharing knowledge. However, no study is found on the relationship between knowledge sharing and dispositional envy which is a personality trait. In this study, based on the “Social Value Orientation” model, the relationship between dispositional envy and knowledge sharing is investigated. Knowledge sharing is vital in the banking sector, where knowledge management technologies are used extensively. For this reason, this study was carried out on 175 bank employees in the banking sector. Quantitative research methods were used in the study. Findings show that dispositional envy is negatively related to knowledge sharing.

Social value orientation and conspicuous conservation: A moderated mediation analysis

2021 ◽  
Vol 49 (6) ◽  
pp. 1-15
Author(s):  
Yoon Y. Cho
Keyword(s):  
Value Orientation ◽  
Social Value ◽  
Self Awareness ◽  
Social Value Orientation ◽  
Purchasing Behavior ◽  
Psychological Benefits ◽  
Social Visibility ◽  
Indirect Relationship ◽  
The Relationship ◽  
Conspicuous Conservation

Conspicuous conservation is hard to explain using conventional altruistic theories. In this study I explored whether the relationship between environmental behaviors and proself value was mediated by public self-awareness. Further, I examined the moderating effect of social visibility in the direct and indirect relationship between a proself social value orientation and environmentally beneficial purchasing behavior. Participants in the study were two groups who were presented with two products that had different levels of social visibility. The results demonstrate that proself value was positively related to environmentally beneficial purchasing behavior both directly and also indirectly through public self-awareness. In addition, when consumption of the product was socially visible, the relationship between proself value and environmentally beneficial purchase was strengthened. These findings imply that when product consumption has a high level of social visibility, emphasizing the psychological benefits for the consumer could be an effective persuasive technique in promoting green consumerism.

WHAT PRICE DO YOU ASK FOR THE “EXTRA ONE”?: A SOCIAL VALUE ORIENTATION PERSPECTIVE

2007 ◽  
Vol 35 (1) ◽  
pp. 9-18 ◽  
Author(s):  
Chien-Huang Lin ◽  
Hung-Ming Lin
Keyword(s):  
Experimental Study ◽  
Cooperative Behavior ◽  
Market Price ◽  
Value Orientation ◽  
Social Value ◽  
Lower Price ◽  
Social Value Orientation ◽  
The Social

The concept of social value orientation was used to explore individuals' decisions in asking price when they had an “extra one” that someone wanted to buy. Results from an experimental study indicated that competitors' asking price was higher than those of individualists, who in turn asked higher prices than did prosocials. Regardless of the social value orientation, participants charged a significantly lower price for the “extra one” if the buyer was a friend rather than a stranger. In addition, for prosocials, market price was not an important consideration when they decided the asking price, and they exhibited cooperative behavior only under the situation of no loss.

Is stress good for negotiation outcomes? The moderating effect of social value orientation

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jimena Y. Ramirez-Marin ◽  
Adrian Barragan Diaz ◽  
Sinem Acar-Burkay
Keyword(s):  
Experimental Studies ◽  
Daily Basis ◽  
Positive Influence ◽  
Value Orientation ◽  
Social Value ◽  
Social Value Orientation ◽  
Content Type ◽  
Interdependence Theory ◽  
The Relationship ◽  
Practical Implications

Purpose Negotiations are often conducted under stress. Previous studies show that stress can help or hurt negotiation outcomes. This study suggests that individual differences explain these effects, and the purpose of this study is to examine the effect of social value orientation (SVO) and stress on negotiation outcomes. Design/methodology/approach Two experimental studies and a pilot investigate the influence of stress and SVO (prosocial vs proself) on negotiation offers and outcomes. The authors’ studies are grounded on social interdependence theory and arousal literatures to explain the effects of stress on negotiation. Findings Stress has a positive influence on integrative offers (S1) and joint outcomes (S2). SVO moderates the effect of stress on joint negotiation outcomes (S2), such that, under stress, prosocials fare better than proselfs. Research limitations/implications Managers negotiating under stress should pay attention to their own as well as the others’ SVOs. Managers could also build their negotiation teams considering this individual difference and favor the presence of prosocials in stressful negotiations. Practical implications The findings have practical implications for managers who are under stress on a daily basis. Social implications This research contributes to managers that need to understand how to reach integrative agreements under stress. This is especially important when negotiators are representatives of employees or companies, as the outcomes can affect many individuals. Originality/value To the best of the authors’ knowledge, this is the first study examining the relationship between stress, SVO and negotiation offers and outcomes.

How face consciousness reverse pro-self-behavior? A study on ecological consumption from the perspective of social value orientation

2018 ◽  
Vol 1 (1) ◽  
pp. 117-144
Author(s):  
Zhuomin Shi ◽  
Lufang Wu ◽  
Zaoying Kuang
Keyword(s):  
Sustainable Consumption ◽  
Group Identification ◽  
Value Orientation ◽  
Social Value ◽  
Social Value Orientation ◽  
Chinese Consumers ◽  
Content Type ◽  
Intercept Survey ◽  
The Relationship ◽  
Chinese Face

PurposeThe purpose of this paper is to focus on ecological consumption and test the effect of social value orientation on ecological consumption. What is more, this paper explores how Chinese consumers choose between prosocial and non-prosocial products under the influence of Chinese face culture.Design/methodology/approachThe authors assume that social value orientation will change individual’s ecological consumption through the in-group identification, and simultaneously predict that the influence in pro-self and pro-social consumer groups will vary. Furthermore, Chinese face consciousness will moderate the relationship between ecological consumption and social value orientation. Online research and intercept survey are employed to collect data. In total, 600 questionnaires were distributed.FindingsThe results indicate that pro-social individuals prefer sustainable consumption than pro-self-individuals, and in-group identification mediates the effect of social value orientation on ecological consumption. Interestingly, pro-self-individuals’ behaviors have changed dramatically by the influence of face consciousness.Originality/valueThe authors discovered that social value orientation has a deep impact on ecological consumption through in-group identification. The authors tested and verified the dominance of Chinese face culture. Besides, four key elements of China’s “face” construct are proposed, namely, holism, synergy, synchronicity and dynamics, which enlarge the horizon of the theory of face.

scholarly journals A Game Mechanism of Individual Value Decision-Making Based on SVO Differences

Complexity ◽  
2020 ◽  
Vol 2020 ◽  
pp. 1-11
Author(s):  
Xu Shi ◽  
Lu-yun Qiu ◽  
Zhi-geng Fang ◽  
Xia-qing Liu ◽  
Yang-yang Du
Keyword(s):  
College Students ◽  
Decision Making ◽  
Intrinsic Value ◽  
Value Orientation ◽  
Social Value ◽  
Social Value Orientation ◽  
Value System ◽  
The Social ◽  
Prosocial Orientation ◽  
Individual Value

As the externalized carrier of intrinsic value, value decision-making is an important factor affecting the social value system. As an old Chinese saying goes, “A friend in need is a friend indeed,” crisis environment provides the background for the conflicts of multiple values, while individual social value orientation (SVO) determines the ranking of the value states. This paper defined the SVO types by means of Slider Measure method on the basis of environment description, constructed a decision-making game model in accordance with SVO differences, and finally analysed the mechanism of people’s decision-making. Taking the epidemic situation as the background, this paper conducted an empirical analysis with the sample of college students. The results showed that the most SVO types of college students were prosocial orientation, followed by individualistic orientation, altruistic orientation, and competitive orientation. In the crisis environment, individual SVO type and decision-making constituted a mapping relationship. There was an equilibrium point in the decision of prosocial orientation, and the dominant decision of altruistic orientation or individualistic orientation is relatively stable.

scholarly journals Peer Relationships and College Students’ Cooperative Tendencies: Roles of Interpersonal Trust and Social Value Orientation

2021 ◽  
Vol 12 ◽  
Author(s):  
Gaofeng Wang ◽  
Weiwei Hu
Keyword(s):  
College Students ◽  
Peer Relationships ◽  
Interpersonal Trust ◽  
Value Orientation ◽  
Social Value ◽  
Social Value Orientation ◽  
Mediating Role ◽  
The Relationship ◽  
Moderating Role

The current study investigated the relationship between peer relationships and cooperative tendencies in college students, and explored the mediating role of interpersonal trust and the moderating role of social value orientation in that relationship. A questionnaire was distributed to 406 college students, and the results showed that: (1) peer relationships significantly positively predicted cooperative tendencies; (2) interpersonal trust partially mediated the relationship between peer relationships and cooperative tendencies; and (3) social value orientation moderated the relationship between peer relationships and cooperative tendencies. In particular, prosocial college students were more susceptible to peer relationships than pro-self college students. The findings of the current study indicated that college students with good peer relationships and prosocial value orientation are more likely to show the willingness to cooperate.

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