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Consider “family security” (providing for loved ones) as a “terminal value” and/or “honest” as a likely...

Consider “family security” (providing for loved ones) as a “terminal value” and/or “honest” as a likely “instrumental value. Consider an advertising campaign for citrus juices as an alternative to soft drinks in the United States. What are the implications of Rokeach values for an advertising campaign to increase the consumption of citrus juices over soft drinks? Can these values apply globally?

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