| Chapter 2: | Literature Review |
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Chapter 2
Literature Review
In this section we examine the literature on values, value congruence, trust, privacy and price determents. We explore the definitions of each, discuss how they interrelate and provide a review of the relevant literature for each item used later in our models.
Values
Values are referred to as desirable states, objects, goals or behaviors, transcending specific situations and applied as normative standards to judge and to choose among alternative modes of behavior (Elizur and Sagie, 1999). Thus a value is a principle or standard held by an individual or group. Examples of values include the sanctity of life, equal rights in the workforce, ecological diversity, etc.
A few well-publicized examples of companies with noticeable perceived values illustrate the impact of a given set of values on trust and