167

Terminal values
‘safety’ and ‘pleasure’
Values
Instrumental values

169
‘honesty’

Psychosocial
‘makes me feel good’; ‘I show others that my
health is important to me’

Consequences Functional
‘it’s healthy’ and ‘it tastes good’

Abstract
‘a slightly different taste’, ‘not a mass product
from an unapproachable multinational’

Concrete
see-through 250 ml bottles, relatively high
Attributes price, ‘banana phone’ phone number, etc.

168