Thursday, March 6, 2014

The ABCDE of Value Meanings; 12 value dimensions in smartphones

My study of smartphone consumers found many many meanings of value; something approaching 100. A full list is in Appendix 7 of my PhD (link). But such a long list is impossible to remember, so I distilled (well...  clustered) the list into 12 dimensions.

But a list of 12 is still quite long and even I have trouble remembering the list. But this morning as I was listing them down in alphabetical order I noticed an unusual coincidence. The 12 dimension fall into two clusters of near alphabetical order.

BCDEF

NNPPRST or N2P2RST

This seems extraordinary that they are nearly alphabetical, and so I had to share the list again.

B

Beauty

C

Community/
Connection

D

Duty

E

Emotion

F

Function/Fun

N

Need

N

Novelty

P

Price

P

Power

R

Reliability

S

Service

T

Time/Timely



Value dimensions were shown at Value Management earlier as a Rose Window (May 2011), and earlier yet in What is value? (June 2009). First release of the value dimensions was in post called Another Brick in the Wall (Nov 2007, published Jan 2008).

Enjoy! And I hope this makes it easier to remember the list of 12 Value Dimensions.

The thesis provides lots of examples of these dimensions in Chapters 3 (Connection, Price, Novelty, Power, Beauty), Chapter 4 (Price, Service, Simplicity) and in Section 4.4 Underlying Value Meanings; Need, Function, and Time.

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