In the VALS Framework, Each Consumer Segment Exhibits Unique Media

question 244

Multiple Choice

In the VALS framework, each consumer segment exhibits unique media preferences. Which segment would be the most likely to visit Facebook?

• A) Experiencers
• B) Believers
• C) Thinkers
• D) Survivors
• E) Makers

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Definitions:

Cognitive Dissonance

The mental discomfort experienced by a person holding two or more contradictory beliefs, values, or ideas.

Dissonance

A psychological or emotional state of tension resulting from conflicting attitudes, beliefs, or behaviors.

Festinger

Leon Festinger, an American social psychologist known for his theory of cognitive dissonance, which describes the discomfort experienced when holding two or more conflicting cognitions.

Sherif's Robbers Cave

An experiment on conflict and cooperation by Muzafer Sherif, demonstrating how group identity can be used to foster unity or create conflict.