The VALS Survey

1. According to the VALS Survey, I am a Experiencers/ Maker. An Experiencer is labeled as a consumer who bases purchases on impulse, fashion, entertainment and trends. I believe that this is the definition of a teen consumer. However for Maker, it is defined as a consumer who is suspicious of new ideas and large businesses. They are unimpressed by material possessions and refer value to luxury. In my opinion, it is contradictory that i got experiencer and makers because i see the two results as opposites.

2. a) Spending Habits:
Experiencer:

• Spends high portion of income on fashion, entertainment, and socializing

Maker:

• Conservative spending
  

b) Types of products you consume/buy

Experiencer:

• Makes impulse purchases
  
• Seeks variety and excitement
• Purchases reflect the emphasis that they place on looking good and having cool stuff

Maker:

• Buy basic products
• prefer value to luxury
• unimpressed by material possesions other than those with a practical function or purpose.

c) Your Age Group

Experiencer: Teens
Makers: Parents

3. 15 Basic Appeals of Advertising

Experiencer:

• The need for Affiliation: By purchasing cool items, the consumer feels that they will attract attention and friends.
• The need for prominence/ the need for attention: To fulfill the need to be admired and respected, the consumer purchases cool items.
  

Maker:

• The need to nurture : By purchasing quality over quantity, the consumer is directly buying the best possible item to nurture either themselves or someone they care about.