The horizontal dimension in the VALS framework is ________.
A) resources
B) innovation
C) maturity
D) impulsiveness
E) consumer motivation

Question

Quizplus · Accepted Answer

The VALS framework's horizontal dimension is consumer motivation. This dimension represents the primary psychological driver shaping a person's behavior and attitudes. VALS uses three consumer motivation groups: ideals, achievement, and self-expression. Each group is further divided into two types based on resources: high and low. Therefore, the horizontal dimension is crucial in understanding the consumer behavior of different groups.

The Horizontal Dimension in the VALS Framework Is ________