In the VALS Typology, Innovators Are Successful, Take-Charge People with High

question 85

Multiple Choice

In the VALS typology, Innovators are successful, take-charge people with high self-esteem. Because they have such abundant resources, they exhibit all three primary motivations in varying degrees. They are change leaders and are the most receptive to new ideas and technologies. This segment tends to prefer ________.

• A) familiar products and established brands
• B) value over luxury, and tend to buy basic products
• C) products that offer durability, functionality, and value
• D) products that reflect cultivated tastes for upscale niche products and services
• E) premium products that demonstrate success to their peers

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Definitions:

Borrow

To receive something of value with the promise to return it or its equivalent to the lender at a later date.

Bond Issue

The process by which a borrower issues bonds to lenders or investors to raise capital under specified terms.

Coupon

Coupon refers to the interest payment associated with a bond or fixed-income security, typically expressed as a percentage of the bond's face value and paid at regular intervals.

Interest Tax Shield

The decrease in income tax liability due to the ability to deduct interest payments.