Dawson & Peters' new line of leather boots are marketed as the hottest fashion trend of the season. The company puts up posters on billboards that featured several celebrities wearing the boots. The concept of the television ads was how wearing the boots could make you the envy of all those around you. According to the VALS™ framework, which of the following psychographic groups is Dawson & Peters targeting?
A) Survivors
B) Strivers
C) Thinkers
D) Makers

Question

Quizplus · Accepted Answer

Dawson & Peters are targeting Strivers according to the VALS™ framework. Strivers are focused on achievement and status, and the company's marketing campaign emphasizes how wearing their boots can make you the envy of others, appealing to the Striver's desire for higher social status.

Dawson & Peters' New Line of Leather Boots Are Marketed