INSTRUMENTAL VALUES

Ambitious (hard-working, aspiring) Cheerful (lighthearted, joyful) Courageous (standing up for your beliefs) Honest (sincere, truthful) Imaginative (daring, creative) Intellectual (intelligent, reflective) Loving (affectionate, tender) Open-minded (accepting, broad-minded) Self-Controlled (restrained, self-disciplined) Capable (competent, effective) Clean (neat, tidy) Forgiving (willing to pardon others) Helpful (working for the welfare of others) Independent (self-reliant, self-sufficient) Logical (consistent, rational) Obedient (dutiful, respectful) Responsible (dependable, reliable)

TERMINAL VALUES
A comfortable life (a prosperous life) A sense of accomplishment (lasting contribution) A world of beauty (beauty of nature and the arts) Family security (taking care of loved ones) Happiness (contentedness) Mature love (sexual and spiritual intimacy) Pleasure (an enjoyable, leisurely life) Self-respect (self-esteem) True friendship (close companionship) An exciting life (a stimulated, active life) A world at peace (free of war and conflict) Equality (brotherhood, equal opportunity for all) Freedom (independence, free choice) Inner harmony (freedom from inner conflict) National security (protection from attack) Salvation (saved, eternal life) Social recognition (respect, admiration) Wisdom (a mature understanding of life)

Comparison between PEPSI and DEW

Pepsi Instrumental Courageous (standing up for your beliefs) Cheerful (lighthearted, joyful) Obedient (dutiful, respectful) Terminal Happiness (contentedness) A comfortable life (a prosperous life) Freedom (independence, free choice) Instrumental Capable (competent, effective) Dew Terminal A sense of accomplishment (lasting contribution)) An exciting life (a stimulated, active life) Freedom (independence, free choice)

Imaginative (daring) Ambitious (hard-working, aspiring)

Comparison between DELL and APPLE

Dell Computers Instrumental Intellectual (intelligent, reflective) Capable (competent, effective) Responsible ( reliable) Self-Controlled (restrained, self-disciplined) Terminal A comfortable life (a prosperous life) A sense of accomplishment (lasting contribution) Social recognition (respect, admiration) Self-respect (selfesteem) Apple Computers Instrumental Ambitious (hard-working, aspiring) Imaginative (daring, creative) Terminal An exciting life (a stimulated, active life) Social recognition (respect, admiration) Happiness (contentedness) A sense of accomplishment (lasting contribution)

Capable (competent, effective) Independent (self-reliant, selfsufficient)