Profiling Media Users. An Operational Instrument for the Measurement of Cultural Values in a Wide Variety of Cultures

The paper presents a two-dimensional value system centered around modern traditional and individual versus social orientation, and shows how the dimensions are derived and how they relate to other comprehensive value systems such as VALS, RISK, CCA, and the like.

Profiling Media Users: An Operational Instrument for the Measurement of Cultural Values in a Wide Variety of Cultures

Kristian Arnaa & Rolf Randrup Gallup A/S, Denmark. andSuzanne C. Beckmann & Flemming Hansen The Copenhagen Business School, Denmark.

BACKGROUND

Many authors have documented that traditional, socio-demographic variables add little to the explanation of consumer behaviour and are thus often useless for market segmentation purposes. Consumer behaviour is becoming more and more homogeneous, regardless of sex, age, income, political orientation, etc. Still, the variability in consumer behaviour in terms of brand choice,...

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