社会价值观 – 社会价值观是赋予消费者与其相关的满足感的产品价值。在后现代世界中，个人相信超现实，因此想要让他们满意的东西。这两种社会价值观是：
The consumers often buy product which describes their self image. With this self image, the consumers tend to enhance the self concept through the consumption or utilization of products as symbols. The self image and self concept influence consumers a great deal to buy products which satisfy his immediate needs. There are numerous brands present in the market. Consumers buy only those brands or products which tend to describe the self image of the consumer to the closest.
Social Values-Social values are the values associated with the product that give to its consumers the satisfaction of being associated with it. In the post modern world, the individuals believe in hyper reality and hence want to covet things which give them that satisfaction. The two types of social values are:
Conspicuous Value: When a person seeks social status, he looks out for premium brands which he can consume. The peers influence the conspicuous value for any individual. The same value is validated by the luxury buyer’s social circle.
Prestige Value: Certain individuals desire to buy high end brands because it serves as a symbolic sign for attaining a certain membership in a certain elite group.
Individual Values: These values refer to the values which one thinks that he has within himself. It is his image of himself. There are three types of individual values. They are:
Self-Identity Value: Self Identity value is the parameter with which an individual perceives himself. In order to boost one’s self identity, the individual often splurge in high end brands to reclaim the same.
Hedonic Value: This refers to the intangible value associated with the product. It can be sensory pleasure, material satisfaction or just the brand name.
Materialistic Value: Individuals with materialistic value find possessions to play a central role in their lives. These individuals project their identity and status through the material possessions.