Please go to the VALS website (see page 241 in your book) and take the survey. Submit your answers
and find out your primary and secondary VALS segment, state "your" segments, and then, in a couple
of paragraphs, discuss how a marketer might benefit from knowing this information about you. Please
And this is who I am
Your primary VALS™ type is Experiencer, and your secondary type is
The primary VALS type represents your dominant approach to life. The
secondary classification represents a particular emphasis you give to
your dominant approach.
Want to learn more about VALS? Visit the VALS™ Store to read about
Understanding US Consumers, our special handbook for students,
professors, and anyone else who is interested in learning a little bit
more about the psychological attributes and demographics that
underlie consumer decision making.
Consumer Financial Decisions
Authors and Academics
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