First off, I looked up what it meant to be an Experiencer. After reading up on it, I quickly realized that it was about me and actually defined my personality almost dead on. Next I had to check up on what it means to be an innovator.
The section of the innovator was an interesting one. The reason why I say this is because it is not everything that I am or was, but everything that I want to be. This is where I guss I could begin to have my doubts with the VALS system in that for some people the system seems potentially very future based. This could be a problem for marketing to individuals who are not at the place in life where they want to be. The reason why i say this is because if you market to someone that can't afford something or use something yet, you could potentially be wasting the marketing because style and fads can potentially change at any seconds. Mckracken and our texts tell us and warn us about trends and the way that they change.
Yes some of the aspects of an individual may not change, and for this the VALS system is good. However, the system( as no system can) can account for future events that could completely change an individudals or a group of individuals. Example being myself. The VALS system fits in perfectly with my life project ( not exactly sure what this is or means though). However I could experience something tomorrow that could completely change this. This is the only issue I have with the system.
So In the end, The VALS system is an efficient and unique system and could be of great use for marketers and consumers alike. I really enjoyed the survey and I found the system of evaluation to be unique.
Useful thoughts here. Think about the situation of the VALS system putting you in the innovator category. As you say, that category represent aspirations more than current day reality. So, how might a marketer use that knowledge? (Thinking about the discussion of motivation from earlier in the semester might help here.)
ReplyDeleteAlso, connect your comments about aspirations to the idea of one's life project. How do those fit together?
Question: how can you know that VALS "fits perfectly" with your life project if "life project" doesn't mean anything? One of the reasons for these blog posts is for you to think your way through questions such as these. What does McCracken (and the blurb in the text) seem to be saying about one's life project? Try to work your way through it. If it doesn't make sense, that's a cue to ask for some discussion in class.