VALS Survey

Since we are all individuals, the VALS survey measures the physcological motivations and resources that help us make our decisons as consumers. The survey places consumers in one of eight descriptions based on their responses to the questionnaire. The main dimensions are primary motivation and resources. According to the VALS website, primary motivation is "consumers buy products and services and seek experiences that fulfill their characteristic preferences and give shape, substance, and satisfaction to their lives" and resources is "a person's tendency to consume goods and services extends beyond age, income, and education." The eight VAL types are: Innovators, thinkers, achievers, experiencers, believers, strivers, makers, and survivors.

When I took the VALS survey, the results were that i was an Experiencer as my primary dimension and a striver as my secondary dimension. According to VALS, an experiencer/striver is:
Experiencers are motivated by self-expression. As young, enthusiastic, and impulsive consumers, Experiencers quickly become enthusiastic about new possibilities but are equally quick to cool. They seek variety and excitement, savoring the new, the offbeat, and the risky. Their energy finds an outlet in exercise, sports, outdoor recreation, and social activities.

Experiencers are avid consumers and spend a comparatively high proportion of their income on fashion, entertainment, and socializing. Their purchases reflect the emphasis they place on looking good and having "cool" stuff.

Strivers are trendy and fun loving. Because they are motivated by achievement, Strivers are concerned about the opinions and approval of others. Money defines success for Strivers, who don't have enough of it to meet their desires. They favor stylish products that emulate the purchases of people with greater material wealth. Many see themselves as having a job rather than a career, and a lack of skills and focus often prevents them from moving ahead.

Strivers are active consumers because shopping is both a social activity and an opportunity to demonstrate to peers their ability to buy. As consumers, they are as impulsive as their financial circumstance will allow.

I think the results are accurate and it corresponds with the target person that my group represented on Tuesday. Our target person was a young female, named Cindy, that loved shopping at Libby Lu.