An example in advertising would be that marketing techniques would cater to an individual's value of thriftiness. Bounty Towels.
Bounty has select a size product where you need smaller sizes for smaller messes which in turn saves you more money or more towels.
VALS survey results
Your primary VALS type is Innovator,
and your secondary type is Experiencer.
The primary VALS type represents your dominant
approach to life. The secondary classification represents
a particular emphasis you give to your dominant
approach.
Innovators
Innovators are successful, sophisticated, take-charge
people with high self-esteem. Because they have such
abundant resources, they exhibit all three primary
motivations in varying degrees. They are change leaders
and are the most receptive to new ideas and
technologies. Innovators are very active consumers,
and their purchases reflect cultivated tastes for upscale,
niche products and services.
Image is important to Innovators, not as evidence of
status or power but as an expression of their taste,
independence, and personality. Innovators are among
the established and emerging leaders in business and
government, yet they continue to seek challenges. Their
lives are characterized by variety. Their possessions and
recreation reflect a cultivated taste for the finer things
in life.
Experiencers
Experiencers are motivated by self-expression. As
young, enthusiastic, and impulsive consumers,
Experiencers quickly become enthusiastic about new
possibilities but are equally quick to cool. They seek
variety and excitement, savoring the new, the offbeat,
and the risky. Their energy finds an outlet in exercise,
sports, outdoor recreation, and social activities.
Experiencers are avid consumers and spend a
comparatively high proportion of their income on
fashion, entertainment, and socializing. Their purchases
reflect the emphasis they place on looking good and
having "cool" stuff.
