In the VALS Framework, Consumers Who Place Importance on Image-Not

question 280

Multiple Choice

In the VALS framework, consumers who place importance on image-not as evidence of power or status, but as an expression of cultivated tastes, independence, and character-are referred to as

• A)Actualizers.
• B)Innovators.
• C)Achievers.
• D)Makers.
• E)Strivers.

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Definitions:

Bayer

A global enterprise with core competencies in the life science fields of healthcare and agriculture.

Household Insecticide

Chemical substances used within homes to kill or repel insects.

Publicity Tools

Methods of obtaining nonpersonal presentation of an organization, product, or service without direct cost, such as news releases, news conferences, and public service announcements (PSAs).

Nonpersonal Presentation

The presentation of products or services through mass media channels, such as advertising, where direct interaction with the consumer is not involved.