There are eight categories listed in the VALS2™ system. List and briefly describe each of the categories. In which of the eight categories of the VALS2™ system would a rich, 60-year-old woman who is open to new ideas belong?

What will be an ideal response?

a. Innovators—successful consumers with many resources, concerned with social issues and open to change.
b. Thinkers—satisfied, reflective, and comfortable; they tend to be practical and value functionality.
c. Achievers—career oriented and prefer predictability over risk and self-discovery.
d. Experiencers—impulsive, young, and enjoy offbeat or risky experiences.
e. Believers—have strong principles and favor proven brands.
f. Strivers—like the Achievers, but with fewer resources; they are very concerned about the approval of others.
g. Makers—are action-oriented and tend to focus their energies on self-sufficiency; they often will be found working on their cars, canning their own vegetables, or building their own houses.
h. Strugglers—are at the bottom of the economic ladder; they are most concerned with meeting their needs of the moment and have limited ability to acquire anything beyond their basic goods needed for survival.
The woman is most likely to be an Innovator.