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The VALS System Seeks to Explain Why and How Consumers

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Essay

The VALS system seeks to explain why and how consumers make purchase decisions. Consumers motivated by ideals are guided by knowledge and principle. Explain the difference between Thinkers and Believers.


Definitions:

Evolutionary Psychology

A theoretical approach in the social and natural sciences that examines psychological structure from a modern evolutionary perspective.

Sociobiology

A branch of biology that explains social behavior in all species by considering evolutionary advantages and genetics.

Mores

The essential or characteristic customs and conventions of a community.

Folkways

Informal norms or customs that guide everyday conduct and social interactions within a particular culture or community.

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