Zachary Burac
COM 315
Dr. Hoehl
Persuasion Journal 3
Persuasion Journal #3
After taking the VALS survey I came to the conclusion that is a decent survey but
not good for assessing customer values. It has very interesting categories at the end and
does seem to reveal some information, but it does not contain enough relevant questions
to make a good assessment of customer values. You might be able to learn basic values
or feelings towards a few things, but finding out exactly how a consumer is going to act
or respond to a television ad or how the product is positioned in the store is not possible
via the VALS survey alone. Combining the VALS survey with another survey that goes
deeper in depth and is more intense and specific would be a good place to start.
At first, I was surprised buy my results, just based on the names of the categories
people are grouped into. I received Striver and Experiencer. I thought for sure I would
have ended up in believer instead of striver. However, after reading the description of the
Striver, I found that it was an accurate description of my life right now. It claims my
favorite things are stress relief, a sense of belonging, and stability. I can say that I value
all of these and do long for them. While Experiencer was the second group I was given it
was accurate in the sense that I value self-expression. I think freely and respect others
who do so. However, I did not agree with the description of what kind of a consumer it
says Experiencers are. Persuaders could target Strivers by demonstrating how a purchase
will help them obtain stability, while still having some sort of social status or purpose.
This would be effective (according to the VALS survey) because Strivers are impulsive
consumers as their income allows, and if we can buy stability and social status and
purpose, we as Strivers will do it.