Individuals with different values systems respond differently to the same messages or brand positioning. The Market Evaluer Values Spectrum is the screen through which they view the outside world; it is their filter for interpretation of external information. This example illustrates why different groups view the immigrant issue differently. Attitudes: I don't want them here. They are a threat to my family They will take my job It is going to alter our country and I am going to have to change Attitudes: This is going to be an asset to our country These new people will bring different perspectives that will enrich our society I will be able to experience new types of ethnic foods, new types of art and culture