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The Market Evaluer  Values Spectrum - Explaining Attitudes Regarding Immigrants

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.

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

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