VALS Framework

The segments that are divided into categories for advertisers to place consumers in is interesting. When reflecting on the various types, I decided that I should probably be in the experiencers category and once I took the survey I proved myself correct. It said that my "Primary VALS type is Experiencer" and my "Secondary VALS type is innovator". The description of an experiencer was that they are motivated by self expression which is a quality that I agree I do have. The list of "Favorite Things" was spot on as it had Rolling Stone magazine which I am actually subscribed to and look forward to receiving every couple of weeks. The Experiencer category also discussed a need to maintain the latest fashion trends, which I also admit to. This can be viewed as a negative aspect of my personality as I find that I am somewhat of a compulsive buyer and have a constant need and overwhelming want to purchase clothing. I do spend a large amount of my income on clothes and found it so funny that the Experiencer category described this. It depicted a person whom enjoys socializing and being entertained, I don't agree with the being entertained part, but I do agree with the social aspect. I thrive on expressing my opinions and debating my undying beliefs, thats how I find myself to be social.

As for the secondary VALS type which was innovator, I somewhat disagree with the fact that I was placed into that category. I do consider myself to be a "Take Charge" type of person and a leader in particular situations, though I don't consider myself to purchase upscale things. As I admitted before, I do love purchasing clothes, but I always look for bargains and go to places like thrift shops. I do believe that I am independent which was described in the innovator section.

I feel that marketers use things like fashion images in pushing me to purchase clothes from a particular store. For example, the clothing store H&M recently launched their summer line which was headed by Pop star Beyonce, a star figure whom I adore and the fact that she was working with them on this campaign made me want to go buy some of their clothes. Beyonce has appeared in TV commercials promoting H&M and in ads in fashion magazine. H&M was successful in promoting their product and I believe their marketing campaign was successful as I found myself wanting to purchase their clothes.