1 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University2 MAPP - Centre for Research on Customer Relations in the Food Sector, Aarhus School of Business, Aarhus BSS, Aarhus University3 Department of Management, Aarhus BSS, Aarhus University4 Department of Management, Aarhus BSS, Aarhus University
For a long time human values have been perceived as abstrat cognitions representing desired goals or end-states which motivate humnan behaviour. A number of studies have tried to explore the link between values and behaviour, but often different constructs are included as intermediate links between values and specific behaviour, since values may be too abstract to influence behaviour directly. We propose the concept of lifestyle as a mediator between values and behaviour, and present our approach to lifestyle based on principles from cognitive psychology, where we distinguish between values and lifestyle and behaviour. Based on this appraoch we collected data covering values, lifestyle and behaviour, and estimated the cogntiive hierarchy from values to lifestyle to behaviour by structural equation models.