concerned with safety and security. Because they must focus on meeting needs rather than fulfilling desires, Survivors do not show a strong primary motivation. Survivors are cautious consumers. They represent a very modest market for most products and services. They are loyal to favorite brands, especially if they can purchase them at a discount me on ple and reted Please do the following: , and nds, ho . al Each of the following eight paragraphs describes a consumer who might be seen as a typical Joe" or "typicalium for a specific VALSTM category. Your task is to identify which VALS category is being described by placing the name of the VALS category in the blank space at the end of each paragraph. Note that all eight VALS categories are represented, and no VALS category appears more than once. 1. Fill is a retired English professor. She and her husband invested their money wisely while they ours for vacation, and continues to attend conferences, seminars, and other events that are the consistent with her philosophy of life-long learning. She reads the New York Times faithfully and watches CNN every evening. With regard to purchases, Jill is relatively conventional. The products she buys are no-nonsense, no flamboyant, trendy products for her. She has a subscription to Consumer Reports, and use this resource frequently so she can make informed consumer decisions VALSTM Category: isot 2. Jill lives with her husband and four children in a town not far from a National Forest. She and her husband love the outdoors and take their kids camping most summers so they will grow up to love the outdoors, too. She and her husband have a vegetable garden and raise chickens. Her husband is a carpenter and recently added on a family room to their home. With regard to purchases, she buys only what the family needs. She is a member of the local co-op, and tries to buy most of their necessary goods there. VALSTM Category: 3. Joe plays checkers in the park each day at the same time with the same people. He walks there every morning from his small one-room apartment three blocks away. He has been retired for 10 years now, and before that he worked as a laborer for the city. He has no savings, and his social security and small pension check just barely cover his rent, food, and medications. With regard to purchases, Joe is extremely careful. Because of his very limited funds he must worry about even the smallest of purchases. 2 VALSTM Category: Jill is a bioengineer with a new start-up firm. She is young, unmarried, and very active. She is an energetic rock-climber and skier, and is training for her first marathon. She has a large social circle, and is always looking forward to the next social activity or event. In the evenings, She is frequently at clubs with her friends, and the clubs she patronizes change from month to month as new ones becomes hot." With regard to purchases, she typically goes for very new 72 and different styles. However, as soon as the style becomes more mainstream, she band S is the CEO of her company. She also has a law degree. She enjoys being in charge of the company and hopes her example will inspire young women to strive for top leadership post in business. She serves on the boards of a number of other firms, and is very active with local and seems to know immediately whether something is "her or not. She loves her hands car GPS system. Recently, she hired a consultant to recommend ways to make her business for the next new trend. VALSTM Category nonprofit agencies. She loves live theater and usually buys season tickets. With regard to sustainable VALSTM Category: 6. Joe is a member of the military, and has been for nearly 18 years. He and his wife have the children, and frequently move from base to use as his assignment changes. He takes the saying "Duty, Honor, Country very seriously, and he is an active member of the Baptist faith. When he is reassigned to a new base, the first thing he and his wife do is seek out others who share their faith, they find that this is the fastest way to feel like part of the new community. His purchasing patterns are fairly routine, and he buys as much as possible at the military base. His income is limited, and so he tries to stay with products that he knows and trusts. VALSTM Category 7. Joe is a financial manager working in a large corporation. He has been working for this fim for the past 15 years, and is on track to meet his goal of being a member of senior management by the time he is 45. His wife works in the marketing department of the same firm. He is pursuing his MBA in the evenings at the local university. They have two young kids and live in the suburbs. Between work, the MBA, and kids, neither Joe nor his wife have much time for personal hobbies. With regard to purchases, Joe almost always buys recognized brands. He wishes he didn't have to use his credit card so much, but it's a trade-off he feels is worth it. He feels that the car he drives, the shoes he wears, and the home he owns are well-deserved rewards for his hard work. VALS Category 8. Joe has an associate's degree from the local community college, and has had an entry-level ja at one of the large manufacturing companies in town for many years. Although his boss has encouraged him to continue his education and pursue a bachelor's degree, he never seems to have the time. He is young and unmarried and lives in a small apartment. He has expensive tastes in cars, and pays more in car payments each month than he does in rent. With regard to purchases, Joe tends to be a trend-watcher. He likes nice things, and always seems to spend more than he can afford VALSTM Category: 73