SLIDE 10 10
Axis 2
Axis 2 Variables Ctr Positive, modalities Ctr Negative, modalities Ctr Sport activities 11,10 No sport activ 4,43 Sport activ, 4-5 categories 3,92 Sport activ, 1 category 1,72 Buy expensive cloth 9,00 Cloth exp, 1-4 categories 8,11 Buy juvenile cloth 8,76 No cloth juven 3,60 Cloth juven, 2-5 categ. 3,47 Cloth juven, 1 categ. 1,69 Swimming and skiing vac. 8,69 No swim/skiing vac 4,06 Swim or skiing vac. 1,52 Both swim and skiing vac 3,10 Read economy page 8,46 No economy page Economy page 6,70 Attitude towards quality cloths 8,45 Quality cloths unimportant 2,02 Quality cloths important 4,74 Quality cloths no attitude 1,69 Buy cloths, chain stores 6,52 Cloth chain stores, 2 categ. 3,40 No cloth chain stores 3,02 Listen to hiphop/techno 6,40 No hip hop/techno 2,82 Hip hop/techno, 2-3 cat. 2,99 Attitude towards conscious clothing 5,01 Conscious cloth not important 2,21 Conscious clothing important 1,65 Read newspapers 4,96 Newspaper SvD (conserv.) 3,30 Listen to jazz 4,52 No jazz 2,85 Read sports page 3,71 Sports page 2,90 Go to theatre 3,60 No theatre 2,32