Which one of the following statements is true according to VALS framework of psychographic segmentation?

Correct option is A

The correct answer is (a) The consumers who are primarily motivated by ideals are guided by knowledge and principles.
The VALS (Values, Attitudes, and Lifestyles) framework, developed by Strategic Business Insights, segments consumers based on psychological traits and resources. According to this model, consumers driven by Ideals (such as "Thinkers" and "Believers") make choices based on their personal belief systems, knowledge, and ethical principles rather than social pressure.
Conversely, those motivated by Achievement (like "Achievers") seek products that demonstrate success to their peers. Those driven by Self-Expression (like "Experiencers") crave sensory stimulation, physical activity, and risk-taking, contradicting the claims in the incorrect options.
INFORMATION BOOSTER
· Three Primary Motivations: VALS identifies Ideals, Achievement, and Self-Expression as the core drivers of consumer behavior.
· Thinkers: High-resource consumers motivated by ideals; they are well-informed and value durability and functionality.
· Achievers: Goal-oriented consumers who favor established, prestige products to signal success to their social group.
· Experiencers: Young, impulsive consumers motivated by self-expression who spend heavily on fashion, entertainment, and socializing.
ADDITIONAL KNOWLEDGE
· (b) is incorrect because consumers motivated by achievement are guided by a desire to demonstrate success and status, not necessarily knowledge.
· (c) is incorrect because self-expression-oriented consumers (Experiencers) are characterized specifically by their high desire for variety and risk.
· (d) is incorrect because the desire for physical activity and risk is the hallmark of the self-expression segment, not the achievement segment.