In the VALS typology, Innovators are successful, take-charge people with high self-esteem. Because they have such abundant resources, they exhibit all three primary motivations in varying degrees. They are change leaders and are the most receptive to new ideas and technologies. This segment tends to prefer ________.
A) familiar products and established brands
B) value over luxury, and tend to buy basic products
C) products that offer durability, functionality, and value
D) products that reflect cultivated tastes for upscale niche products and services
E) premium products that demonstrate success to their peers

Question

Quizplus · Accepted Answer

Innovators, as described in the VALS typology, are individuals who are successful, have high self-esteem, and are open to new ideas and technologies. They tend to prefer products that reflect cultivated tastes for upscale niche products and services, as these align with their desire for innovation and their status as change leaders. This preference distinguishes them from other segments that might prioritize familiarity, basic value, or durability over uniqueness and exclusivity.

In the VALS Typology, Innovators Are Successful, Take-Charge People with High