The Psychological Effects on Individual's Consumer Behaviour

Consumer behavior is directly affected by our values, attitudes and lifestyles (VALS). Seelig (1985) states, “Marketing research experts believe VALS is one of the best way to tailor products, services, advertising, or incentive programs to meet the needs of the proper target markets” (para. 1). Consumers can also use VALS to understand their own purchasing behavior. Consumers can take a VALS assessment which incorporates behaviors and demographics to better understand which type of consumer they are (Strategic Business Insights, 2016a). After taking a VALS assessment three times to ensure accuracy, I scored primarily as an innovator and secondary as an experiencer.

Several factors including age, education, lifestyle, and beliefs influence my consumer behavior.

VALS Analysis Results Explained

Innovators can be described as future-oriented, self-directed consumers whom enjoy problem solving and are skeptic to advertising (Strategic Business Insights, 2016c). I can relate to several of the characteristics described to this group. Experiencers are social, spontaneous, and trendy consumers who love physical activity (Strategic Business Insights, 2016b).

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I scored as an experience for my secondary group and I relate to several of the characteristics.

Consistency of my consumer behavior with innovators

My consumer behavior is very consistent with members of the innovator group. At this point in my life, I am extremely future-oriented. I want to finish college, launch a career, get married and own a home. I have a wide variety of interests such as technology, reading, science, gardening, sports, design, and fitness. I consider myself a problem-solver and I am extremely skeptical to advertising.

I would rather research the product, seek reviews, search expert credibility and compare to other products on the market. Although, I am not favorable to most advertisements, I do make a high number of financial transactions based on my own research. For example, I regularly order from Amazon Prime. Based on my behaviors, I am consistent with the classification description of the innovator group.

Consistency of my consumer behavior with innovators

My consumer behavior is very consistent with members of the experiencer group. Experiencers are described as self-expressive, spontaneous, physically active, social consumers (Strategic Business Insights, 2016b). I make spontaneous decisions such as impulse buying, planning a trip spur-of the moment, or buying a concert ticket the day of the show. As a consumer, I do not mind indulging on experiences rather than material items. I have been described as a social butterfly and outgoing. I love meeting new people, networking, and public speaking. I also enjoy physical activity. I played sports most of my life and still exercise to this day. I enjoy hiking, swimming, running, and cross-fit.

Factors that landed me in the innovator category

Factors including career, religious views, and interests that landed me in the innovator category. 64% of innovators are employed full time and only 15% of innovators include prayer daily (Strategic Business Insights, 2016d). I am a fulltime worker, and like most innovators I do not incorporate prayer into my daily routine. I consider myself free-spirited with faith however, I do religion does not play a big part in my life. I am more interested in scientific facts and theories than religious beliefs. I believe my wide-variety of interests landed me in this category. I have always been open-minded and willing to try new things or test new ideas. Innovators have a wide degree of interests.

Factors that landed me in the experiencer category

My age and personality landed me in the experiencer category. Experiencers are motivated by primarily self-expression and the median age for experiencers is 24 (Strategic Business Insights, 2016d). At 23 years old, I am close to the median age for the experiencer group. I consider myself assertive, energetic, and outgoing. I have been described as a social butterfly and I love meeting new people. Experiencers are described as socially active which is a trait I certainly have. I love to express myself through graphic design, travel to new places, and experience new adventures. For example, I am a thrill-seeker. I enjoy cliff-jumping, rollercoasters, and anything that gets my blood rushing. Many true-adrenaline junkies are considered Extreme Experiencers and are part of the younger-group (Rebecca, 1997). Just like other experiencers, I am certainly an adrenaline junkie.

Targeting Innovators

Markers have a tough time advertising to innovators. Since innovators are skeptic to advertisements, it is difficult to reach this group. However, since innovators are likely to try new products and ideas, technology companies are likely to target this group. For example, Apple is currently targeting innovators through a YouTube promotion for the iPhone 7. The advertisement provides scientific facts including specs about the design, camera, and operating system. This appeals to innovators because they are interested in science. Apple is aware that the innovator group is interested in new features and promotes this in their advertisement to reach this consumer group.

Targeting Experiencers

Markers have an easier time targeting experiencers because they are not skeptical to advertising. Marketers can reach experiencers by promoting socialization, physical activity, and spontaneous events. For instance, Carnival Cruise Lines targets this group by promoting vacation with friends, family, and physical excursions at the ports. Using print advertisement, Carnival portrays a fun and social experience which reaches this group. The large eye-catching print advertisement states, “Our water park goes to the Bahamas” (Carnival, 2014). Carnival knows that experiencers are likely to indulge in a spontaneous trip and promote to them through their advertisements.

Conclusion

Overall, VALS directly affects consumers’ purchasing behaviors. Their values, attitudes, and lifestyles shape how and why they purchase things. Markers use VALS to target consumer groups. According to the VALS assessment, I agree I share many of the characteristics of the innovators and experiencers. In conclusion, learning about your consumer group help better understand your purchasing behavior.