They are politically conservative and respect authority and the status quo. At the top of the rectangle are w Innovatorswho have such high resources that they could have any of the three primary motivations. The questions were weighted using data developed from a sample of 1, Seekibg and their ificant otherswho responded to an SRI International survey in The VALS2 program has two dimensions.
These consumers are the high-resource group of those who are motivated by self-expression. These consumers include the groups known as Experiencers and Makers. These consumers include groups called Thinkers and Believers. At the cals of the rectangle are the Innovatorswho have such high resources that they could have any of the three primary motivations.
They are practical people who value self-sufficiency. They have modest incomes. Consumers driven by a desire for social or physical activityvariety, and risk taking are motivated primarily by self-expression. They have high incomes but are practical consumers cals rational decision makers. This is a fundamental human need.
These consumers rate the lowest incomes. Consumers driven by demonstrating success to their peers are motivated primarily by achievement. It was immediately embraced by advertising agencies and is currently offered as a product of SRI's consulting services division. These consumers are the high-resource group of those who are motivated by achievement.
They have Seejing lot of energy, which they pour into physical exercise and social activities. They are the youngest of all the segments, with a median age of They are located above the rectangle.
At the bottom of the rectangle are the Survivors, who live complacently and within their means without a strong primary motivation of the types listed above. Seekinh consumers are on the leading edge of change, have the highest incomes, and such high self-esteem and abundant resources that they can indulge in any or all self-orientations.
These consumers are the low-resource group of those who are motivated by achievements. As consumers, they appreciate practical and functional products. They Seking mature, responsible, well-educated professionals. These consumers are the high-resource group of those who are motivated by ideals. They have too few resources to be included in any consumer self-orientation and are thus located below the rectangle.
Vxls second dimension, Resources, reflects the ability of individuals to pursue their dominant self-orientation and includes full-range of physical, x, demographic, and material means such as self-confidence, interpersonal skills, inventiveness, intelligence, eagerness to buy, money, position, education, etc. They are the youngest of all the segments, with a median age of These consumers include groups referred to as Achievers and Strivers.
They are avid consumers, spending heavily on clothing, fast-foods, music, and other Sweking favorites, with particular emphasis on new products and services. They have values very similar to achievers but have fewer economic, social, and psychological resources. VALS2 places less emphasis on activities and interests and more on a psychological base to tap relatively enduring attitudes and values.
As consumers, they appreciate practical and functional products. They are located above the rectangle.
Style is extremely important to them as they strive gals emulate people they admire. These consumers include groups referred to as Achievers and Strivers.
Their leisure activities center on their homes, but they are well informed about what goes on in the world and are open to new ideas and social change. Their lives are centered on familycommunityand the nation.
Image is important to them as an expression of taste, independenceand character. They are conservative and predictable consumers who favor local products and established brands.