Survivors live narrowly focused lives. Because they have few resources with which to cope, they often believe that the world is changing too quickly. They are comfortable with the familiar and are primarily concerned with safety and security. Because they must focus on meeting needs rather than fulfilling desires, Survivors do not show a strong primary motivation.
Survivors are cautious consumers. They represent a very modest market for most products and services. They are loyal to favorite brands, especially if they can purchase them at a discount.
- an American car
- AARP Magazine
- The 700 Club
- a home-brewed cup of coffee
Looking for more detail about this and other VALS types? Visit the VALS™ Store to read about Understanding US Consumers, our special handbook for students, professors, and anyone else who is interested in learning a little bit more about the psychological attributes and demographics that underlie consumer decision making.