VALS is a proprietary psychometric method that measures these and other predictive attitudesin conjunction with behaviors and demographicsfor developing countrywide typologies such as US VALS. The types within a country persist through decades, as work since the 1970s has verified.

Members of this group typically: As a consumer group, Innovators exhibit all three primary motivations in varying degrees.

• Are always taking in information (antennas up)
• Are confident enough to experiment
• Make the highest number of financial transactions
• Are skeptical about advertising
• Have international exposure
• Are future-oriented
• Are self-directed consumers
• Believe science and R&D are credible
• Are most receptive to new ideas and technologies
• Enjoy the challenge of problem-solving
• Have the widest variety of interests and activities.

• Members of this group typically: As a consumer group, Experiencers have high resources and a Self-Expression motivation.

• Want everything
• Are first in and first out of trend adoption
• Go against the current mainstream
• Are up on the latest fashions
• Love physical activity (are sensation seeking)
• See themselves as very sociable
• Believe that friends are extremely important
• Are spontaneous
• Have a heightened sense of visual stimulation.

1. Do you agree with the results? Explain points of agreement/disagreement.
2. Based on how the survey has "identified" you, how useful is it as a segmentation tool?
3. If you were a manager, would you use VALS? If yes, why? If not, why not and what tool would you use?
4. Respond to a colleague to discuss the relative merits of other personality/psychographic scales like the Need for Cognition scale. What other scales can you uncover?