I express my PhD contribution (to the innovation and consumer value literature) as a list of propositions:
Proposition 1. Value drives consumer action. Consumers adopt new technology when they see good value.
Proposition 1a. Loss of value is a stronger drive to action (problem solving) than value.
Proposition 2. Value (when complex) has multiple, conflicting meanings.
Proposition 3. Consumers express value memories as attitude.
Proposition 3a. Attitude occurs at two value levels; by value meaning and overall.
Proposition 4. Closing and simplicity emerged as the most unusual and unexpected value practice and value meaning.
Proposition 5: Value is driven more by emotion than goals.
As Steve Jobs said "Don't let the noise of other's opinions drown out your own inner voice, heart and intuition. They somehow already know what you truly want to become." Stanford Commencement Address 2005.
My what's important thinking crystallises from the more longwinded post from a few days ago.
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