The Rokeach Value Survey represented a substantial improvement over the LOV (List of Values) Scale because Rokeach values had more direct marketing applications.

Question

Quizplus · Accepted Answer

The Rokeach Value Survey is more focused on understanding personal values and beliefs, while the LOV Scale was specifically designed for marketing applications, making the LOV more directly applicable to marketing contexts.

The Rokeach Value Survey Represented a Substantial Improvement Over the LOV