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Figure 4-7
-VALS creates profiles of people based on their primary motivation and resources. In the VALS framework (Figure 4-7) , C refers to
Voluntary
Undertaken by choice or without coercion; an act done willingly.
Norms
Shared standards or rules that govern behaviors within a group or society, indicating what is considered appropriate or acceptable.
Morals
Principles or beliefs concerning what is right and wrong behavior, guiding individual conduct and decision-making.
Ethics
Moral principles that govern a person's behavior or the conducting of an activity.
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