Eda Gurel-Atay (PhD, University of Oregon) is an independent scholar conducting academic research on consumer values, materialism, sustainability, consumer well-being, and celebrity endorsements.

Lynn R. Kahle is Professor at Pace University in New York and Professor Emeritus of Business at the University of Oregon. He serves on American Psychological Association Council of Representatives.

SECTION I Key Issues in Social and Cultural Values

1. Introduction: Advances in Social and Cultural Values: Implications for Communications and Consumer Researchers

Eda Gurel-Atay and Lynn R. Kahle

2. Strategic Marketing Imperatives and Insights: Common Pitfalls and Solutions

Thomas J. Reynolds

SECTION II Specific Applications of Values Research and Theory

3. Self-Sufficiency & Materialism: Scale Development & Its Implications

Yupin Patara and Nicha Tanskul

4. "I" Value Contrast, but "We" Appreciate Harmony: Self-Construal Reflects Cultural Differences in Response to Visual DesignKristina Haberstroh and Ulrich R. Orth
5. Subcultural Ethos: The Dynamic Reconfiguration of Mainstream Consumer Values

Emre Ulusoy and Paul G. Barretta

6. Handmade: How Indie Girl Culture is Changing the Market

Rachel Larsen and Lynn R. Kahle

7. Understanding the Voter Decision Trade-off Analysis as a Foundation for Developing More Predictive Polling Methodologies

Thomas J. Reynolds

8. Money Attitudes and Social Values: A Research Program and Agenda

Gregory M. Rose, Altaf Merchant, Mei Rose, Aysen Bakir, and Drew Martin

9. Social Media and Values

Christopher Lee and Lynn R. Kahle

SECTION III Spiritual Aspects of Values

10. Meditation and Consumption

Nicha Tanskul and Yupin Patara

11. Religion: The New Individual Difference Variable and Its Relationship to Core Values

Elizabeth Minton and Lynn Kahle

SECTION IV Methodological Approaches

12. Mapping Human Values: Enhancing Social Marketing through Obituary Data-Mining

Mark Alfano, Andrew Higgins, and Jacob Levernier

13. Apple's Religious Value: A Consumer Neuroscience Perspective

Yi-Chia Wu

14. Country-to-Animal-to-Brand-to-Consequences Unaided Evocations: Uncovering consumer-brand DNA using zoomorphic metaphor elicitation

Drew Martin, Nitha Palakshappa, and Arch Woodside

15. A Comparing and Contrasting of the List of Values and the Schwartz Value Scale

Eda Gurel-Atay, Lynn R. Kahle, Jorge Lengler, and C. H. Kim