Dynamic relations between values and consumer behaviour: age and life-stage

这个项目旨在了解人们的生活目标和消费行为之间的复杂关系，探索年龄、生命阶段和群体效应。该项目的预期成果包括一个最先进的交互式基于价值观的网站，关于澳大利亚价值观的基本知识，价值观变化和与价值观相关的行为，以及对基于价值的营销的商业洞察力。该项目旨在将从大规模研究中获得的知识应用于澳大利亚的价值观和成年人一生中的价值观变化，以了解人们的价值观如何影响他们的消费和其他决定；提供信息，使澳大利亚组织能够改进其营销活动和促销呼吁的性质。

This project aims to understand the complex relations between people’s life goals and their consumption behaviour, exploring age, life-stage and cohort effects. The intended outcomes of the project include a state-of-the-art interactive values-based website, basic knowledge about Australian values, values change and value-related behaviour, and business insight into value-based marketing. This project aims to apply the knowledge gained from a large scale study into Australian values and value change across the adult life-span in order to understand how people’s values influence their consumer and other decisions; providing information that will enable Australian organisations to improve their marketing activities and the nature of their promotional appeals.