The relationship between personal values and perceived value of education

The departure point of this research is the premise that as marketing involves the exchange of something of value in return for something of greater value, value is thus at the core of marketing. Moreover, people perceive value within an overall social/cultural environment that defines and forms personal values. Although both general marketing and educational‐specific writings appear to accept these claims, the related literature is silent as to the functional relationship of these two constructs. This paper is an attempt to address this shortcoming. The results offer considerable support for the values to value relationship and for the claim that value is a significant determinant of satisfaction. Furthermore, the results indicate that examination of these two constructs should take place at a disaggregate level (i.e., relationships between the components of values and value) rather than treating values and value as higher order constructs.