"Value measurement instruments: Researchers today, are increasingly making use of value measurement instruments. These are scales that measure values by means of a questionnaire. Participants are asked to give their opinion on varied issues like peace, freedom and independence, comfort and convenience, ambition and success etc. Through interpretation of their responses and the observation of behavior, researchers can infer the dominant or underlying values of the society. Such values would influence general and specific consumption patterns and buying behavior. Commonly used value measurement instruments are the Rokeach Value Survey, the List of Values (LOV), and the Values and Lifestyles—VALS. Source: http://in.docsity.com/en-docs/Culture_-_Consumer_Behavior_-_Solved_Quiz_"
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