Chapter 12: Part 1

Question 1

VALS Types

Answer 1

Innovators, Thinkers, Achievers, Experiencers, Believers, Strivers, Makers, Survivors

Question 2

Thinkers

Answer 2

mature, satisfied, comfortable, tend to be well educated and actively seek out information in the decision-making process

Question 3

Believers

Answer 3

strongly traditional and respect rules and authority

Question 4

Achievers

Answer 4

have goal-oriented lifestyles that center on family and career

Question 5

Strivers

Answer 5

trendy and fun loving, have little discretionary income and tend to have narrow interests

Question 6

Experiencers

Answer 6

appreciate the unconventional, active and impulsive

Question 7

Makers

Answer 7

value practicality and self-sufficiency, choose hands-on constructuction activities and spend leisure time with family and friends

Question 8

Survivors

Answer 8

lead narrowly focused lives, do not exhibit a primary motivation and often feel powerless

Question 9

PRIZM

Answer 9

merges US Census data with extensive data on product consumption and media usage patterns

Question 10

The output of PRIZM is

Answer 10

66 lifestyle segments

Question 11

Four major social groups

Answer 11

Urban, suburban, second city, town and rural