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CB - Chapter 12 (Self-Concept & Lifestyle)

Terms in this set (14)

Uses measures of motivation and resources to divide the United States into eight groups:

Innovators
-are successful, sophisticated, take-charge people with high self-esteem. They are change leaders and are the most receptive to new ideas and technologies. Their purchases reflect cultivated tastes for upscale, niche products and services.


Thinkers
-are mature, satisfied, comfortable, and reflective. They tend to be well educated and actively seek out information in the decision-making process. They favor durability, functionality, and value in products.

Believers
-are strongly traditional and respect rules and authority. Because they are fundamentally conservative, they are slow to change and technology averse. They choose familiar products and established brands.

Experiencers
-appreciate the unconventional. They are active and impulsive, seeking stimulation from the new, offbeat, and risky. They spend a comparatively high proportion of their income on fashion, socializing, and entertainment.

Achievers
-have goal-oriented lifestyles that center on family and career. They avoid situations that encourage a high degree of stimulation or change. They prefer premium products that demonstrate success to their peers.

Strivers
-are trendy and fun loving. They have little discretionary income and tend to have narrow interests. They favor stylish products that emulate the purchases of people with greater material wealth. Many Strivers believe that life isn't fair.

Makers
-value practicality and self-sufficiency. They chose hands-on constructive activities and spend leisure time with family and close friends. Because they prefer value to luxury, they buy basic products. Makers prefer to buy "buy American."

Survivors
-lead narrowly focused lives. Because they have the fewest resources, they do not exhibit a primary motivation and often feel powerless. They are primarily concerned about safety and security, so they tend to be brand loyal and buy discounted merchandise.