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Primary Type: Innovators

Secondary Type: Experiencers

According to my Values and Life Style (VALS) results I am most like the Innovators consumer group—and as my primary VALS type, represents my dominant approach to life—followed by my secondary type Experiencers—which emphasizes how I approach being an Innovator (my dominant).

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As an Innovator typically I:

am always taking in information; am confident enough to experiment; make a high number of financial transactions (sad for my savings, but very true--I am a shopper at heart); am "skeptical" about advertising and is a self-directed consumer (two different qualities but very much related); have international exposure (my dad is from Ghana); am future oriented; am receptive to new ideas and technology; enjoy the challenge of problem solving; have a wide variety of interests and activities.

I believe these qualities describe my tendencies fairly accurately. Because I am a rather shy but social person I prefer to observe and listen to people as a means of learning and connecting. My shy tendencies have also led me to being a very analytical and strategical i.e. a thinker--I love problem solving and using new and/or different idea to fix issues that our prevalent in our world. And speaking of the world, I have had a lot of cultural diversity influencing my upbringing; my dad is from Ghana, I have several Hispanic aunts and uncles who I grew up with, and currently I work at Webster's Multicultural Center and International Student Affairs. I am not one to follow social trends just because everyone else is doing something; I will only by something if I personally want it and after I have done my research on that object regardless of what the advertisers have "promised" (usually applies more to big purchases). However despite my "hesitancy," my desire to get what I want has led to several occasions of unwarranted impulse shopping (but I justify it to myself because it almost always books and you can NEVER have to many books).

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This Snickers advertisement is promoting the idea that “no man can resist a Snickers bar…Not even if it means two homophobic men have to touch lips for the very first time” then resolve the problem by doing “something manly.” It is exploiting a conservative idea to promote Snickers; this could be interpreted that they are not open to new experiences by making fun of homophobia. The ad also only consists of middle age white men—which does not reflect diversity on any level.  Their reaction after they “kissed” proves their friendship was superficial in the sense they had to result to silly “antics” to be comfortable around each other again despite their working relationship before the incident. The commercial itself is composed of simple static shots; because not a lot is happening in the shots it does not entice any feelings of excitement or adventure.

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Quick (and Rather Humorous) Reflection on How Being an Experiencer Contributes to my Life as an Innovator

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Quick (and Rather Humorous) Reflection on How Being an Experiencer Contributes to my Life as an Innovator

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As an Experiencer I typically:

Want everything

This reflects my shopping tendencies to a tee, if I want something...I will have it--literally my mindset. **A random example is my growing book collection; my ultimate goal is to own a personal library but my first step (as a poor college student) is to start by buying ALL of my favorite series or the books that have been influential in my life. (Now back on topic) But I also like to know everything and try new things...I want to experience everything. I would rather say I have and regret than to always wonder what if.

Go against the current mainstream

I think this is because deep inside I am a rebel. Sometimes I will purposely avoid doing things (like reading/watching Harry Potter--I KNOW, shameful particularly because fantasy/adventure is one of my FAVORITE genres) simply because I know everyone else is into it. This relates to how I will do as I please regardless of what ads tell me I need.

See themselves as very sociable/Believe that friends are extremely important

Are spontaneous/Love physical activity (am sensation seeking)

I am willing to try anything at least once especially if it looks like a lot of fun. If something appeals to my adventurous side I will probably be the first in my social circle to say this something we "MUST" do. (I am usually the ring leader in my friend groups.

Have a heightened sense of visual stimulation

This is due to my sensitivity; I am extremely emotional person and I am not one to hold my emotions in. Visuals are especially effective and memorable for me when I relate to the character on some level and I have "analyze the themes" and how everything relates. Movies/TV Series/Inspirational Ads/Theater/Music (especially if I am mentally "visualizing" or thinking when while I am listening--can almost always move me to tears (e.g. happy tears, sad tears, inspired tears, angry tears, etc.) if it moves the heartstrings. Rise of the Guardians and Zootopia--like within the first 10 minutes, literally--made me teary but the real hammer dropped with Wreck-It-Ralph; I love to tell people Wreck-It-Ralph makes me cry like a baby--less every time I watch it though (but that is a conversation for another day).

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Coca Cola #America Is Beautiful.
I think this advertisement is applies to my VALS. Coca Cola’s ad is making a statement that they accept everyone regardless of age, nationality, religion, class—Coca Cola is for everyone because that is what makes it and America beautiful. This incorporates international aspect because of the diversity in the shots. The commercial also encourages forward thinking and receptive to new ideas (such as we are one great and beautiful nation because we are diverse); it is challenging the cultural and political division that is prevalent in the country right now.  It also represents wide variety of interests and activities by showing several small communities participating in a variety of interesting activities; not everything was the same or narrow minded. Ultimately I believe Coca Cola is evoking an emotional response by targeting a very prevalent issue that in the America; they are promoting love rather than hate. If one observes the individual shots they promote between family and friends, people we know intimately. But when looking at the commercial as whole you can see it goes beyond that to promote love for the neighbor you do not know, or from the person who is different from you. Coca Cola is saying we may all be different but we all love; and Coca Cola celebrates that love, that diversity.

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Superbowl Ad Drives Right Wing Racists INSANE

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CONTROVERSIAL: "America The Beautiful" Coca Cola 2014 Super Bowl Commercial | Political Topics

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Part of our Political Issues Collection: This is the controversial rendition of "America The Beautiful" aired by Coca Cola during the 2014 Super Bowl game. It was controversial because the song morphed into several different languages. Some people felt this was an alteration of a patriotic song composed in English.