VALS

Last class, I took my first ever VALS test - a Values, Attitudes and LifeStyles Survey.  This is a great tool for marketers to really get inside their consumers' brains and can help with strategies like targeting, positioning and communicating to a specific audience.  VALS classifies U.S. adults into eight distinct consumer segments based on their psychological

After the short questionnaire, my primary VALS type is "striver," which is my dominant approach to life and my secondary type is "experimenter," which presents a particular emphasis I give to my dominant approach.  

I learned that "strivers" are trendy and fun loving people who are motivated by achievement.  They are also concerned about the opinions and approvals of others.  As consumers, they are impulsive as their financial circumstance will allow.  I would agree that my personality accurately matches this description.  I tend to be frugal with my money because I have to work for it, I am unfortunately not given money by my parents whenever I call them up.  I have been working since 7th grade and definitely know the value of a dollar; I am career oriented and motivated by achievement.

"Experiencers" are motivated by self-expression.  I can agree with this too because I am very right-brained in that I consider myself to be creative.  Experiencers are young, enthusiastic, and impulsive consumers who seek variety and excitement.  I too find energy outlets in exercise, sports, and social activities.         

Possessions & Identity

After reading the Qualitative Inquiry article about the woman losing all of her possessions in a horrific house fire, I paused to think about what is important to me and which of my things I could live without.  I had a hard time coming up with a list, but I do know that one of my possessions that is closely tied to my sense of identity is my cross necklace that my dad gave to me and this symbol acts as an extension of myself. 


Whenever I think of my cross necklace, it makes me think of my dad who gave it to me on my birthday.  He has a very special place in my heart as the stable male figure in my life.  Growing up in a house of all girls with my mom and two sisters,  I always felt a little sad for him, having to sit through so many dance recitals and listen to our dramatic stories about friends or boyfriends when I'm sure he would have much rather watch a sports game with a son.  


Something I am trying to improve is the relationship I have with my dad.  Sometimes, I feel like I don't even know him at all.  Since I moved into college, it's been hard to stay in communication with him.  We both need to work on putting more effort into staying in touch.  Not to say that we don't get along or that there are any grudges or hard feelings at all, I just never really see him and I think that living away at college has really made me realize how much I miss him. 


So now, whenever I wear my cross I think of my dad.  It makes me think of who I am and who I want to be.  I was raised Catholic and made my Confirmation in the Catholic Church my sophomore year of high school.  My faith is important to me and I really became more aware of it during my senior year of high school when my grandmother (my dad's mom) passed away from cancer.  I saw my dad cry for the first time during her sickness and that is when I really started to focus more on my faith. 


I wear my cross when I am hoping for good luck, when I miss my family, or when I want to feel safe.  It grounds me and conjures up many emotions, good and bad.  My cross is one of my possessions that helps me to put things into perspective and think about my personal identity.