This thesis is a qualitative study of how personal values can contribute to theunderstanding of women's choices concerning wedding dresses. For this purpose,Schwartz's theory of personal values, and laddering interviews based on Gutman’s MeansEnd Chains are used. Reynold’s and Gutman's interview technique laddering is used toconduct interviews with female respondents who have bought a wedding dress. This isdone in order to obtain an indication of their underlying value-motivated wedding dresspreferences. Respondents also fill in Schwartz's questionnaire on values is order to obtainan indication of the respondents' personal values. Personal values are significant becausethey act as motivators to attitudes and behaviors. Determining the personal values ofpeople can therefore often predict their attitudes and behaviors.The results of the questionnaire and the interviews suggest that women's reasonsfor choosing a particular wedding dress are only partially reflected in their personal values,as indicated in their questionnaire responses. For some women, the personal valuesderived from the questionnaires are strongly expressed in the laddering interviews, but forothers they are not. This suggests that some of the women were motivated by values theywere not usually motivated by when they were faced with choosing a wedding dress.A qualitative approach to understanding women's choices regarding a weddingdress therefore shows that women's personal values play an important role in their choices.However, the motivations behind the choice of a wedding dress are only to a limited extentreflected in their usual personal values hierarchy. Selection of a wedding dress, therefore,depends not only on what values women are usually motivated by, but also on whatmarriage, wedding and related phenomena mean to them.
|Educations||Cand.ling.merc Erhvervssprog og International Erhvervskommunikation (Multikulturel Kommunikation i Organisationer), (Graduate Programme) Final Thesis|
|Number of pages||71|
|Supervisors||Fumiko Kano Glückstad|