Value dimensions. Are they really that many?
Flemming Hansen Gallup Denmark, Gallup, Norway andKvaerk Norway Are Norsk Gallup Institutt A/S, Norway
BACKGROUND
In the early days of consumer behaviour research, there was great interest in explaining consumer choices based upon psychological personality measurements. Instruments such as Edwards' 1954 Personal Preference Schedule (EPPS), the Minnesota Personal Preference Schedule (MPPS) by Walsh and Dahlstrm (1956), or Thurnstone's (1953) Temperament Schedule (TTS) were among the scales used. The success, however, was limited compared with the use of demographic variables alone. In a...