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Long-Term Orientation (Tradition)

LTOLong-Term Orientation (Tradition)
4 items 2006 α .85 Free Bearden, W. O., & Nevins, J. L.

What it measures

A multiple-item likert scale designed to measure the degree to which a person has a holistic view of time rather than focusing on the present, with an emphasis on the importance of tradition.

Citation

Bearden, William O., R. Bruce Money, and Jennifer L. Nevins (2006), “A Measure of Long-Term Orientation: Development and Validation,” Journal of the Academy of Marketing Science, 34 (3), 456-467.

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