In the VALS framework, 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)Makers.
E)Strivers.

Question

Quizplus · Accepted Answer

Innovators in the VALS framework are individuals who are motivated by ideals and novelty. They are generally well-educated, enjoy self-expression through unique and independent choices, and seek out products that differentiate them from the mainstream. This description aligns with the emphasis on image as a means of expressing cultivated tastes, independence, and character. Therefore, the best choice is B) Innovators.

In the VALS Framework, Consumers Who Place Importance on Image-Not