The 2002 promotional campaign for a line of cruises by Celebration,a travel and tourism company,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 ads were trying to dispel the misconception that cruises are boring and meant only for older and more conservative people.To which of the following categories of consumers,according to the VALS™ framework,would Celebration's advertisements appeal the most?

Question

Quizplus · Accepted Answer

Celebration's advertisements emphasize adventure and experiences, which align with the values of the Experiencers segment in the VALS framework. Experiencers value excitement and variety in their lives and seek out new experiences, making them more likely to be interested in the activities offered on the Celebration cruises.

The 2002 Promotional Campaign for a Line of Cruises by Celebration,a