June 8, 2010

Americans Want Self Respect More Than Ever

Americans want self-respect, and that desire has risen significantly in the last two decades, say marketing researchers at the University of Oregon. Meanwhile, the needs for both security and a sense of belonging have declined in the last 30 years. Lynn Kahle, professor of marketing at the University of Oregon, discusses his team’s recently completed study on the top social values of people across the United States. Credit: University of Oregon

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