In the VALS system, consumers who place importance on image

Question

In the VALS system, consumers who place importance on image - not as evidence of power or status, but as an expression of cultivated tastes, independence, and character are referred to as __________.
A)actualizers
B)innovators
C)achievers
D)thinkers
E)makers

Quizplus · Accepted Answer

According to VALS system, consumers who place importance on image as an expression of cultivated tastes, independence, and character are referred to as Innovators. Innovators are motivated by self-expression, and their purchases often reflect a desire for unique, upscale, and avant-garde products and services. They are open to change and ready to embrace new ideas and technologies.