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. Do you agree with the results? Explain points of agreement/disagreement. Based on how the survey has "identified" you, how useful is it as a segmentation tool? If you were a manager, would you use VALS? If yes, why? If not, why not and what tool would you use? 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?