The second questionnaire asks the respondent to answer each item in terms of the image he feels the organization should realistically at this time project. The third questionnaire asks the respondent to answer each item in terms of the image he personally at this time has of the organization. The first questionnaire asks the respondent to answer each item as he would have answered it at a specified relevant time in the past. The second questionnaire ask the respondent to answer as of the present moment. The third questionnaire asks the respondent to answer as of a specified relevant time in the future, based on an assumption that present trends and tendencies continue.
Security is a value, and freedom.
Either values or valences, or both, can be used to get at why people choose as they do. Goal orientation and motivation. Rationality or thinking-process type. Addictions, neuroses, fears. In predicting choice, and in guiding the planning of stimuli and stimuli presentation so as to affect or change choice, we can't measure and apply data from all these.