Final answer:
The VALS program classifies respondents by primary motivation, which is key for marketers to develop strategies based on consumer behavior. Work content, autonomy, and personality are predictors of job satisfaction while the primary cause is typically the immediate motivator of historical events.
Step-by-step explanation:
The factor used to classify respondents in the VALS (Values, Attitudes, and Lifestyles) program is d. primary motivation. VALS is a psychographic segmentation tool that assesses people's attitudes and behaviors. By categorizing respondents based on their dominant personality traits and key demographics, marketers can better understand consumer behavior and tailor their strategies accordingly.
For example, suppose you're curious about which factor is the strongest predictor of overall job satisfaction. Research suggests that it's not financial rewards, but rather b. personality, c. autonomy, or d. work content that has the most significant impact. Similarly, when examining historical events, the most immediate motivator is often b. the primary cause, rather than a tertiary cause or other factors.
In another instance, consider Carl, who mows his neighbor's yard for $20. He might be motivated by A. extrinsic factors, which are external rewards, as opposed to intrinsic factors that come from within. And in research studies, b. deception might be used to influence participant responses, though such methods need to be carefully considered in light of ethical guidelines.