SECTION I Key Issues in Social and Cultural Values Introduction: Advances in Social and Cultural Values: Implications for Communications and Consumer Researchers Eda Gurel-Atay and Lynn R. Kahle Strategic Marketing Imperatives and Insights: Common Pitfalls and Solutions Thomas J. Reynolds SECTION II Specific Applications of Values Research and Theory Self-Sufficiency & Materialism: Scale Development & Its Implications Yupin Patara and Nicha Tanskul "I" Value Contrast, but "We" Appreciate Harmony: Self-Construal Reflects Cultural Differences in Response to Visual DesignKristina Haberstroh and Ulrich R. Orth Subcultural Ethos: The Dynamic Reconfiguration of Mainstream Consumer Values Emre Ulusoy and Paul G. Barretta Handmade: How Indie Girl Culture is Changing the Market Rachel Larsen and Lynn R. Kahle Understanding the Voter Decision Trade-off Analysis as a Foundation for Developing More Predictive Polling Methodologies Thomas J. Reynolds Money Attitudes and Social Values: A Research Program and Agenda Gregory M. Rose, Altaf Merchant, Mei Rose, Aysen Bakir, and Drew Martin Social Media and Values Christopher Lee and Lynn R. Kahle SECTION III Spiritual Aspects of Values Meditation and Consumption Nicha Tanskul and Yupin Patara Religion: The New Individual Difference Variable and Its Relationship to Core Values Elizabeth Minton and Lynn Kahle SECTION IV Methodological Approaches Mapping Human Values: Enhancing Social Marketing through Obituary Data-Mining Mark Alfano, Andrew Higgins, and Jacob Levernier Apple’s Religious Value: A Consumer Neuroscience Perspective Yi-Chia Wu Country-to-Animal-to-Brand-to-Consequences Unaided Evocations: Uncovering consumer-brand DNA using zoomorphic metaphor elicitation Drew Martin, Nitha Palakshappa, and Arch Woodside A Comparing and Contrasting of the List of Values and the Schwartz Value ScaleEda Gurel-Atay, Lynn R. Kahle, Jorge Lengler, and C. H. Kim