Pi-Consulting

Pathways to Consumer Insight

December 28, 2005

Chart 2: Attitudes

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The fields are assigned names, each summarizing a group of attitudes. The fields are organized so that “logical opposites” are on opposing sides of the graphic. (Example: it is difficult to imagine anyone simultaneously holding attitudes of flexibility and of conformism. “Flexibility” and “Conformity and Stability” are therefore on opposite sides of the mind-map).

Chart 2

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