Unit 2 - Unit 2: Consumer Behavior - Class Discussion...

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Unit 2: Consumer Behavior - Class Discussion Help JavaScript is required for your course. Please ensure JavaScript is enabled in your browser preferences. JavaScript is required for your course. Please ensure JavaScript is enabled in your browser preferences. Psychographic Segmentation T HIS  unit's class discussion takes place after you have found your  own VALS classification by filling out a questionnaire on the Internet. VALS is a  psychographic segmentation system described on pages 188 - 191 in the  Hoffman text. To prepare for this discussion, first refer back to the description of  the different categories in the chapter and write down what category you think  you will fall into. Then, go to  SRI's Web site  and click to the VALS survey.  Complete the survey to place yourself into a VALS segment. Discuss the  following questions with the class:  After taking the survey, did your original self-evaluation match the survey  results? Do you agree with your results? Why or why not? On what values  and lifestyle issues were the results most accurate? On which were the  results least accurate?  How useful could VALS-type information be for your industry or for an  industry with which you are familiar? Quoting the first chapter of Cialdini, ". ..there is an unsettling tendency in  our society to accept unthinkingly the statements and directions of  individuals who appear to be authorities on the topic." How does this  statement relate to marketing tools such as VALS? Does SRI offer any 
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solid empirical evidence or well-founded theory upon which to base an  objective assessment of the validity and reliability of VALS as a  psychographic profiling tool? Are you convinced? RESPONSES In my initial self-evaluation, I felt that I most aligned with the Actualizer, or Innovator, because of “the take charge” aspect. I enjoy taking leadership roles and working in teams. I get to do that in a variety of process improvement projects that the Navy is working on;
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Unit 2 - Unit 2: Consumer Behavior - Class Discussion...

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