Chapter 6 Personality, LifestyleS, and the Self-Concept

VALS

1. Innovators  Successful, sophisticated people who have high self-esteem. They are motivated by achievement, ideals, and self-expression. Image is important to these consumers.

2. Thinkers  Ideal motivated people. They are mature, reflective people who value order and knowledge. They have relatively high incomes and are conservative, practical consumers.

3. Achievers  Have an achievement motivation and are politically conservative. Their lives largely center on church, family, and career. Image is important to this group and they prefer to purchase prestige products.

4. Experiencers  Self-expressive consumers who tend to be young, impulsive, and enthusiastic. These consumers value novelty and excitement.

5. Believers  In some ways, believers are like thinkers because they are ideal motivated and conservative. They follow routines, and their lives largely center on home, family, and church. However, they do not have the same amount of resources that thinkers have.

6. Strivers  Achievement motivated, but they do not have the same amount of resources that are available to achievers. For strivers, shopping is a way to demonstrate their ability to buy to others.

7. Makers  Makers are like experiencers in that they are motivated by self-expression. They have fewer resources than the experiencers. They tend to express themselves by their activities such as raising children, fixing cars, or building houses.

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