ValuesA B C D E F G H IJKL M N O P R S T U VXYZWof products and services. Strivers have yet to
achieve their goals. Th ey see fi nancial success as
important, like to have a good time and to keep
up with the latest trends. Th ey seek approval
from others and try to demonstrate success
through their purchases, particularly of the
kinds of consumer goods associated with those
who are more successful.
Self-expression is a primary motivator for
both Experiencers and Makers, but Experiencers
have more resources. Experiencers are younger,
more impulsive, seek variety and are inclined
towards novel and even risky experiences, but
move on quickly from one trend to another. Th ey
are enthusiastic consumers, particularly in the
fashion and leisure markets. Makers are more
traditional, wary of new ideas and large organi-
zations, and value self-suffi ciency and individual
rights. Makers find self-expression through
practical activities centred on homemaking,
such as DIY, and are mostly interested in practi-
cal, value-for-money products and services. See
topic guide under advertising/marketing.
See http://www.strategicbusinessinsights.com.
Values Each society, social group or individual
has certain ideas, beliefs, ways of behaving,
upon which is placed a value. A collection of
these values, the criteria for judgement of one
often acting as reinforcement for others, may
amount to a system of values. Such a system, if
it is not to cause dissonance in a person, has
either to be generally consistent or perceived as
generally consistent.
Values are not merely systems of personal
belief; they represent shared attitudes within
social groups and society at large, of approval
and disapproval, of judgments favourable and
unfavourable towards other individuals, ideas,
objects (such as the value placed on property),
social action and events. Like norms, values
vary from one social group or society to another;
and they change over time and in different
circumstances.
An individual’s perception and interpretation
of reality will be infl uenced by the values of the
social groups or society to which he/she belongs.
Th e pervasiveness of such values ensures that
they are enmeshed in all aspects of communica-
tion processes. Th e images and codes which are
the stock-in-trade of the mass media are shaped
by value systems and in turn can be used to
support certain values. Senders of communica-
tion messages, the mass media being no excep-
tion, also need to consider the values of receivers
if they wish to avoid causing noise. Success in
persuasion, for example, often rests on a skilfulbeen preoccupied with segmenting people into
consumer categories. VALS links the pursuit of
lifestyle with personal growth: ‘With this growth
comes change, so that new goals emerge, and in
support of these new goals come new beliefs,
new dreams, and a new constellation of values,’
writes Mitchell.
Th ough the main focus of research – ongoing
rather than a one-off exercise – was upon the
population of the United States, what Mitchell
terms ‘side spurs’ of research explored VALS in
fi ve European countries – France, Sweden, Italy,
West Germany and Britain. The VALS typol-
ogy to a considerable degree refl ects Abraham
Maslow’s notion of a hierarchy of needs (see
maslow’s hierarchy of needs) and gives
support to his categorization.
Th e VALS typology has been updated since
the 1980s and is currently owned by Strategic
Business Insights. Th ere are now eight segments
that refl ect the psychological and demographic
profiles of consumers. The segments are
arranged across two dimensions according to the
resources (education, income, health, energy and
consumerism) and primary motivations (ideals,
achievement needs and drive for self-expression)
of consumers. At the top are the Innovators –
successful people with high self-esteem. Th ey are
likely to be change leaders and active consumers
particularly of premium and niche products or
services. Survivors are at the bottom and their
reduced circumstances mean that they focus
on meeting the more basic needs of safety and
security, on value for money, on trusted brands
and on getting by.
Ideals are the primary motivators for both
Th inkers and Believers, but of the two, Th inkers
have more resources and therefore more choices.
Th inkers are fi nancially comfortable, educated
and well-informed. They tend to support the
status quo but are also open to new ideas.
Th ey are fairly conservative consumers who look
for both quality and good value. Believers are
conservative and traditional in outlook and thus
have considerable respect for traditional institu-
tions and beliefs. Their lives focus on family
and community. Th ey are classed as predictable
consumers favouring familiar and established
brands.
For both Achievers and Strivers the need
for achievement is a primary motivator, but
Achievers have more resources than Strivers.
Achievers have a goal-oriented lifestyle and are
fairly conventional and conservative. Th ey are
active, image-conscious consumers who like to
demonstrate their success through their choice