Here are some of the features of our Values In America study:

• A ValueCentered sample of 14,000 men and women 16+ years of age, 1993-1995.
• A ValueCentered sample of 60,000 men and women 16+ years of age, 1973-1990.
• A ValueCentered sample of 20,000 men and women 16+ years of age, 1996.
• Personal Values and Self Images (Unique to this study)
  • Personal values clusters that define population segments
  • Comprehensive personal values profile - motives predicting choices
  • Comprehensive profile of respondent's self perceptions
  • Links between attitudes, behaviors, choices, motives, and self images
• Complete demographic profile
• Comprehensive profile of behaviors, habits, product choices, brand use
• Comprehensive survey of social attitudes
• Comprehensive media profiles: use and commitment

Values in America fills in the gap - who chooses my product or service? What is the mindset of those who choose my product or service?

Values in America provides the most comprehensive profile of customers available in syndication.

Values In America Update:

Most human behavior can be expressed in four basic motives:

Security

• Trust...trusting your personal and material world.
• Primary need to be safe and secure.

Freedom

• Reaching out...extending yourself.
• Wanting to operate without hassles or difficulty.

Esteem

• Feeling good about self.
• Self pride and respect.

Balance

• Putting your life together.
• A sense of being complete.

An additional motive requires special consideration and needs a special definition: that fifth motive is Love - doing the something selflessly for the other.

These motives can be expressed in a variety of ways and there is a hierarchy to them: security first leads to the willingness to express a sense of freedom which gives one a sense of self esteem.

What psychological motives do not fit within this scheme?

Any suggestions?