The VALS Theory Measures Two Variables-An Individual's Resources and Innovation-And

question 183

True/False

The VALS theory measures two variables-an individual's resources and innovation-and plots them on a grid of eight defining personalities. The assumption is that each of the eight personalities will exhibit a certain type of buying behaviour.

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Definitions:

Negative Reference Group

A group an individual does not want to be associated with or emulate, affecting their behavior or choices.

Norms

Shared guidelines or rules within a group that dictate appropriate and expected behavior among members.

Social Agreements

Unwritten and often unspoken rules or understandings that govern the behavior of members within a society or group.

Beliefs

Convictions or acceptances that something exists or is true, especially without proof.