The 2002 promotional campaign for a line of cruises by Celebration emphasized the various activities,such as hang gliding,mountaineering,hiking,and scuba diving that people taking any of the Celebration cruises could participate in.The cruise line was trying to dispel the misconception that cruises are boring and meant only for older and more conservative people.Which of the following categories of consumers,according to the VALS™ framework,would Celebration's advertisements appeal to the most?
A) Survivors
B) Believers
C) Experiencers
D) Thinkers

Question

The 2002 promotional campaign for a line of cruises by Celebration emphasized the various activities,such as hang gliding,mountaineering,hiking,and scuba diving that people taking any of the Celebration cruises could participate in.The cruise line was trying to dispel the misconception that cruises are boring and meant only for older and more conservative people.Which of the following categories of consumers,according to the VALS™ framework,would Celebration's advertisements appeal to the most? 
A) Survivors
B) Believers
C) Experiencers
D) Thinkers

Quizplus · Accepted Answer

According to the VALS™ framework, consumers driven by a desire for social or physical activity, variety, and risk taking are motivated primarily by self-expression. These consumers include both the experiencers and makers.

The 2002 Promotional Campaign for a Line of Cruises by Celebration