Table 1

Descriptive statistics for the psychographic groups

VALS 2 groups (N = 960)mSD
Innovators2.181.061
Thinkers2.911.052
Achievers3.881.127
Experiencers2.160.860
Believers3.801.104
Strivers3.541.044
Makers3.050.779
Survivors3.561.021

Source(s): Author's research, *m = arithmetic means, SD = standard deviation

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