Values and Life Styles
The groups listed below are one version of VALS. These
value and life style groups are used by advertisers as target audiences for
advertisements for their products. There are a number of different category
schemes for VALS. This one taken from your textbook, shows variation on two
dimensions: availability of resources (economic, informational, social) BB top to bottom, and focus on abstract principle vs
focus on concrete action BB left to right.
High
on Resources
|
Principle Oriented |
Status Oriented |
Action Oriented |
|
Fulfilleds B mature, satisfied,
reflective. Well educated, often
retired or professional,
informed. Content with life,
career, family. Home centered Believers B conservative,
conventional, concrete beliefs, family and church values, follow established
routines, moral, deferential to respected leaders |
Actualizers - successful,
take-charge, high self-esteem, lots of resources, seek growth, development
and the chance to have an impact. Achievers - successful,
career-oriented, feel in-control of life, value consensus, stability over
intimacy and self-discovery. Work
centered, materialistic Strivers - seek motivation and
self-definition from others, seeking security, unsure of self. Low on economic, social and psychological
resources, concerned about others views. Strugglers B narrow lives,
chronically poor, low-skilled, weak social bonds, concerned about health,
resigned, passive, seeks security and safety. |
Experiencers - enthusiastic, young,
impulsive, rebellious, still forming values, changeable, politically
uncommitted, ambivalent about many beliefs. Makers - practical, have
constructive skills, traditional in family and work life, physical
recreation, experience life Ahands-on. Usually
successful. |
Low
on Resources
last updated 2/26/2001