Blog Post – Personality, Self-concepts, and Lifestyles => Consumer Behavior

A consumer’s perception can have various meanings but in marketing, it is often described as a process by which a consumer identifies, organizes, and interprets information to create meaning. A consumer will selectively perceive what they will ultimately classify as their needs and wants.

Perception is a psychological variable involved in the Purchase Decision Process that is known to influence Consumer Behavior.

Selective perceptions are categorized under two types: Low level – Perceptual vigilance and High level – Perceptual defense.

Perception can be shaped by learning, memory and expectations.

Entrepreneurs opt to social media presence and communicate their messages using visuals in order to appeal to their target audience and improve reach. Marketers use photographs as an efficient communication tool and to generate more sales. Meanwhile, social media managers make platforms such as Instagram, Pinterest, and Facebook predominantly visual in order to elevate audience engagement and involvement.

Never underestimate the power of visuals. You can create a brand, tell a story, establish credibility and engage with your customers through photography. You appeal to the majority of people at once as 65% are visual learners, so use it to your advantage!

Investing in high-quality visuals makes a world of a difference. People who shop on their phones find photos to be the key feature. 63% of consumers say that images are more important than product descriptions, while 53% believe that visuals are more significant than ratings or reviews.

Here’s a great article that gives 10 ways to promote my photography! Most of these suggests I have been working on for some time now. I think this is where ‘patience is a virtual’ holds very true.

VALS segments US adults into eight distinct types—or mindsets—using a specific set of psychological traits and key demographics that drive consumer behavior. The US Framework, a graphic representation of VALS, illustrates the eight types and two critical concepts for understanding consumers: primary motivation and resources. The combination of motivations and resources determines how a person will express himself or herself in the marketplace as a consumer.

VALS assigns individuals a VALS type on the basis of their responses to questions in the VALS Survey. VALS-typing populations of interest, such as customers or constituents, is the first step in a VALS approach to achieving strategic marketing and communication goals.

Using VALS provides clients with:

  • A fresh perspective by effectively “putting them inside the head” of their customers
  • Rich, customized, consumer profiles or personas
  • Distinctive communication styles of their best targets.


Your VALS™ Type
Primary Type: StriversSecondary Type: Makers

Your primary VALS type means that you are most like the Strivers consumer group. Your secondary type—the group you are next most like—is Makers.

Your primary VALS type represents your dominant approach to life. The secondary type represents a emphasis on the dominant approach.

Primary Motivation: Ideals, Achievement, and Self-Expression

The concept of primary motivation explains consumer attitudes and anticipates behavior. VALS includes three primary motivations that matter for understanding consumer behavior: ideals, achievement, and self-expression. Consumers who are primarily motivated by ideals are guided by knowledge and principles. Consumers who are primarily motivated by achievement look for products and services that demonstrate success to their peers. Consumers who are primarily motivated by self-expression desire social or physical activity, variety, and risk. These motivations provide the necessary basis for communication with the VALS types and for a variety of strategic applications.


A person’s tendency to consume goods and services extends beyond age, income, and education. Energy, self-confidence, intellectualism, novelty seeking, innovativeness, impulsiveness, leadership, and vanity play a critical role. These psychological traits in conjunction with key demographics determine an individual’s resources. Various levels of resources enhance or constrain a person’s expression of his or her primary motivation.

 I do strive to be the best person I can be and when I’m dabbling with different types of photography, I feel a sense of contentment because I’m doing what I love. My secondary group is Makers, and I can see where I would get this because I do try and make the best out of every day and I also make jewelry. If I put enough into these two hobbies, I can make something of it. #Patienceisavirtue


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