The Citrus Growers of America are planning a promotional campaign to encourage the drinking of orange and grapefruit juices in situations where many consumers normally consume soft drinks. Using the Rokeach Value Survey (researcher identify) “family security” (providing for loved ones) as promising “terminal value” and “honest” (trustworthy or believable) as a likely “instrumental value” to stress in their future advertising campaign for citrus juices as an alternative to soft drinks. What are the implications of these values for an advertising campaign designed to increase the consumption of citrus juices?