In the VALS system, consumers who are defined as trendy, fun-loving, and less self-confident than achievers are called __________.They also have lower levels of education and household income.
A)strivers
B)believers
C)achievers
D)innovators
E)thinkers

Question

Quizplus · Accepted Answer

Strivers are consumers who are defined as trend followers and enjoy spending money on status symbols, but have lower levels of education and income than achievers. They also have a tendency to be less self-confident, which fits with the description given in the question. Believers are consumer groups who tend to be conservative and have traditional values, while innovators and thinkers are consumers who are more independent and have higher education and income levels. Achievers are consumers who are goal-oriented, materialistic, and have high levels of education and income, which does not fit with the description given in the question. Therefore, the best choice is A) strivers.

In the VALS System, Consumers Who Are Defined as Trendy