Alltop.com

The desire for self-respect has risen significantly in the last two decades as a core value for Americans. Meanwhile, the needs for both security and a sense of belonging have declined in the last 30 years, a web-based survey shows.

In the world of marketing and advertising, the findings indicate that people have shifted from a desire of gaining what they don’t have (deficit values) to strengthening what they may already have (excess values).

"We found that people want respect for themselves and they want to be important to other people. Knowing this is important because, as marketers or advertisers, we can come up with strategies that are most useable to our audience and to our products," says marketing professor says Lynn Kahle, a marketing professor at the University of Oregon.

Full story at Futurity.

Get smarter: research news.

Photo credit: Fotolia