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My results, a combination of Innovator motivations and Experiencer resources determines how I express myself in the marketplace as a consumer.
This was not the first time that I took the VALS Survey, and all outcomes were the same, even a few years apart. My primary type was Innovators, and my secondary type was Experiencers. Even though the questions were rather odd, I felt that the results represented an accurate depiction of my buying habits.
Considering that primary motivation explains consumer attitudes and anticipates behavior, and a person's psychological traits, (which extends beyond age, income, and education), show a person's tendency to consume goods and services.
VALS includes three primary motivations that matter for understanding consumer behavior: ideals, achievement, and self-expression. Consumers who are primarily motivated by ideals are guided by knowledge and principles. Consumers who are primarily motivated by achievement look for products and services that demonstrate success to their peers. Consumers who are primarily motivated by self-expression desire social or physical activity, variety, and risk. These motivations provide the necessary basis for communication with the VALS types and for a variety of strategic applications.
Energy, self-confidence, intellectualism, novelty seeking, innovativeness, impulsiveness, leadership, and vanity play a critical role. These psychological traits in conjunction with key demographics determine an individual's resources. Various levels of resources enhance or constrain a person's expression of his or her primary motivation. (Strategic Business Insights, 2017)
Situational influences are temporary conditions that affect how buyers behave—whether they actually buy your product, buy additional products, or buy nothing at all from you. They include things like physical factors, social factors, time factors, the reason for the buyer's purchase, and the buyer's mood. (Situational Factors that Affect People's Buying Behavior, 2012)
Our animal companions, our pets, serve as extensions of our selves. Having a pet affects the social identity of the owner and the owner's self- perception, as well as how that person and his or her pet act as a unit in social interactions.
Murray, P. N. (2013, February 26). How Emotions Influence What We Buy: The Emotional Core of Consumer Decision Making. Retrieved from Psychology Today: https://www.psychologytoday.com/blog/inside-the-consumer-mind/201302/how-emotions-influence-what-we-buy
Situational Factors that Affect People's Buying Behavior. (2012). In Marketing Principles (p. 3.2). Creative Commons.
Strategic Business Insights. (2017, 5 14). Retrieved from The US VALS Survey: http://www.strategicbusinessinsights.com/vals/presurvey.shtml
What Motivates Your Consumer to Make a Considered Purchase. (2014, November 14). Retrieved from Wingman: http://www.wingmanadv.com/a-breakdown-of-the-consumer-buying-cycle
ZOI, A., & FLORA, K. (2009). ATTITUDE-BASED VERSUS ATTRIBUTE-BASED CONSUMER DECISION-MAKING: THE EFFECTS OF INFORMATION DIAGNOSTICITY, PROCESSING OPPORTUNITY AND PROCESSING MOTIVATION. International Journal of Management Cases, 32-41.
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