=+attributes that might affect purchase decisions, including comfort, safety, styling, durability, and reliability (“Measuring Values Can Sharpen Segmentation in the Luxury Car Market,” Journal of Advertising Research [1995]: 9–

22). Here is summary information on the level of importance of speed, rated on a seven-point scale:

Type of Car American German Japanese Sample size 58 38 59 Sample mean rating 3.05 2.87 2.67