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Johnson & Coleman Has Created a New Line of Premium

question 26

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Johnson & Coleman has created a new line of premium quality writing desks.The desks are being marketed to consumers who value knowledge and principles.According to the VALS™,which of the following psychographic groups would the writing desk appeal to the most?


Definitions:

Dominance Facet

An aspect of personality that relates to control, power, and assertiveness over others in social relationships.

Extraversion

A personality trait characterized by high levels of enthusiasm, sociability, and assertiveness.

Self-Esteem

A person’s attitude toward him- or herself.

Lowest Self-Esteem

Refers to the lowest level of an individual's appraisal of their own worth or value.

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