VALS (Wikipedia)

VALS ("Values, Attitudes And Lifestyles") is a proprietary research methodology used for psychographic market segmentation. Market segmentation is designed to guide companies in tailoring their products and services in order to appeal to the people most likely to purchase them.

VALS was developed in 1978 by social scientist and consumer futurist Arnold Mitchell and his colleagues at SRI International. It was immediately embraced by advertising agencies, and is currently offered as a product of SRI's consulting services division. VALS draws heavily on the work of Harvard sociologist David Riesman and psychologist Abraham Maslow.^[1]

Mitchell used statistics to identify attitudinal and demographic questions that helped categorize adult American consumers into one of nine lifestyle types: survivors (4%), sustainers (7%), belongers (35%), emulators (9%), achievers (22%), I-am-me (5%), experiential (7%), societally conscious (9%), and integrated (2%). The questions were weighted using data developed from a sample of 1,635 Americans and their partners, who responded to an SRI International survey in 1980.^[2]

The main dimensions of the VALS framework are primary motivation (the horizontal dimension) and resources (the vertical dimension). The vertical dimension segments people based on the degree to which they are innovative and have resources such as income, education, self-confidence, intelligence, leadership skills, and energy. The horizontal dimension represents primary motivations and includes three distinct types:

• Consumers driven by knowledge and principles are motivated primarily by ideals. These consumers include groups called Thinkers and Believers.
• Consumers driven by demonstrating success to their peers are motivated primarily by achievement. These consumers include groups referred to as Achievers and Strivers.
• Consumers driven by a desire for social or physical activity, variety, and risk taking are motivated primarily by self-expression. These consumers include the groups known as Experiencers and Makers.

At the top of the rectangle are the Innovators, who have such high resources that they could have any of the three primary motivations. At the bottom of the rectangle are the Survivors, who live complacently and within their means without a strong primary motivation of the types listed above. The VALS Framework gives more details about each of the groups.

Psychographic segmentation has been criticized by well-known public opinion analyst and social scientist Daniel Yankelovich, who says psychographics are "very weak" at predicting people's purchases, making it a "very poor" tool for corporate decision-makers.^[1] VALS has also been criticized as too culturally specific for international use.^[2] Researchers faced some problems with the VALS method and SRI developed the Vals 2 programme in 1978 and significantly revised it in 1989. VALS2 puts less emphasis on activities and interests and more on a psychological base to tap relatively enduring attitudes and values. VALS2 has two dimensions. The first dimension –Self orientation, determines the type of goals and behaviours that individuals will pursue, and refers to pattern of attitudes and activities which help individuals reinforce, sustain or modify their social self-image. This is a fundamental human need. The second dimension- Resources-reflects the ability of individuals to pursue their dominant self orientation that includes full range of physical, psychological, demographic and material means such as self-confidence, interpersonal skills,inventiveness,intelligence,eagerness to buy,money,position,education,etc. According to VALS2, a consumer purchases certain products and services because the individual is a specific type of person. The purchase is believed to reflect a consumer’s lifestyle, which is a function of self –orientation and resources.

Source: http://en.wikipedia.org/wiki/VALS

Alzheimer’s & Dementia Prevention

How To Reduce Your Risk and Protect Your Brain

For many years, we've been told that there's little we can do to prevent Alzheimer’s disease and other types of dementia but hope for the best and wait for a pharmaceutical cure. But the truth is you can reduce your risk by eating right, exercising, staying mentally and socially active, and keeping stress in check. By leading a brain-healthy lifestyle, you may be able to prevent Alzheimer’s symptoms and slow down, or even reverse, the process of deterioration.

Lifestyle choices can protect your brain

Researchers across the world are racing towards a cure for Alzheimer’s disease. But as prevalence rates climb, their focus has broadened from treatment to prevention strategies. What they’ve discovered is that it may be possible to prevent or delay the symptoms of Alzheimer’s disease and other dementias through a combination of healthful habits. While Alzheimer’s disease accounts for 50 percent of dementia cases, vascular dementia accounts for up to 40 percent in older adults, and there is much you can do to prevent this type of dementia.

It’s never too early to start boosting your brain reserves, but whatever your age, there are steps you can take to keep your brain healthy.

The 6 pillars of a brain-healthy lifestyle

The health of your brain, like the health of your body, depends on many factors.

While some factors, such as your genes, are out of your control, many powerful lifestyle factors are within your sphere of influence.

The six pillars of a brain-healthy lifestyle are:

1. Regular exercise
2. Healthy diet
3. Mental stimulation
4. Quality sleep
5. Stress management
6. An active social life

The more you strengthen each of the six pillars in your daily life, the healthier and hardier your brain will be. When you lead a brain-healthy lifestyle, your brain will stay working stronger…longer.

Link: http://www.helpguide.org/elder/alzheimers_prevention_slowing_down_treatment.htm

Making relaxation techniques a part of your life

The best way to start and maintain a relaxation practice is to incorporate it into your daily routine. Between work, family, school, and other commitments, though, it can be tough for many people to find the time. Fortunately, many of the techniques can be practiced while you’re doing other things.

Rhythmic exercise as a mindfulness relaxation technique

Rhythmic exercise—such as running, walking, rowing, or cycling—is most effective at relieving stress when performed with relaxation in mind. As with meditation, mindfulness requires being fully engaged in the present moment, focusing your mind on how your body feels right now. As you exercise, focus on the physicality of your body’s movement and how your breathing complements that movement. If your mind wanders to other thoughts, gently return to focusing on your breathing and movement.

If walking or running, for example, focus on each step—the sensation of your feet touching the ground, the rhythm of your breath while moving, and the feeling of the wind against your face.

Tips for fitting relaxation techniques into your life

• If possible, schedule a set time to practice each day. Set aside one or two periods each day. You may find that it’s easier to stick with your practice if you do it first thing in the morning, before other tasks and responsibilities get in the way.
• Practice relaxation techniques while you’re doing other things. Meditate while commuting to work on a bus or train, or waiting for a dentist appointment. Try deep breathing while you’re doing housework or mowing the lawn. Mindfulness walking can be done while exercising your dog, walking to your car, or climbing the stairs at work instead of using the elevator. Once you’ve learned techniques such as tai chi, you can practice them in your office or in the park at lunchtime.
• If you exercise, improve the relaxation benefits by adopting mindfulness. Instead of zoning out or staring at a TV as you exercise, try focusing your attention on your body. If you’re resistance training, for example, focus on coordinating your breathing with your movements and pay attention to how your body feels as you raise and lower the weights.
• Avoid practicing when you’re sleepy. These techniques can relax you so much that they can make you very sleepy, especially if it’s close to bedtime. You will get the most benefit if you practice when you’re fully awake and alert. Do not practice after eating a heavy meal or while using drugs, tobacco, or alcohol.
• Expect ups and downs. Don’t be discouraged if you skip a few days or even a few weeks. It happens. Just get started again and slowly build up to your old momentum.

Link: http://www.helpguide.org/mental/stress_relief_meditation_yoga_relaxation.htm

Relaxation Techniques for Stress Relief (Finding the Relaxation Exercises That Work for You)

For many of us, relaxation means zoning out in front of the TV at the end of a stressful day. But this does little to reduce the damaging effects of stress. To effectively combat stress, we need to activate the body's natural relaxation response. You can do this by practicing relaxation techniques such as deep breathing, meditation, rhythmic exercise, and yoga. Fitting these activities into your life can help reduce everyday stress and boost your energy and mood.

The relaxation response: Bringing your nervous system back into balance

Stress is necessary for life. You need stress for creativity, learning, and your very survival. Stress is only harmful when it becomes overwhelming and interrupts the healthy state of equilibrium that your nervous system needs to remain in balance. Unfortunately, overwhelming stress has become an increasingly common characteristic of contemporary life. When stressors throw your nervous system out of balance, relaxation techniques can bring it back into a balanced state by producing the relaxation response, a state of deep calmness that is the polar opposite of the stress response. 

When stress overwhelms your nervous system your body is flooded with chemicals that prepare you for "fight or flight." While the stress response can be lifesaving in emergency situations where you need to act quickly, it wears your body down when constantly activated by the stresses of everyday life. The relaxation response puts the brakes on this heightened state of readiness and brings your body and mind back into a state of equilibrium.

Producing the relaxation response

A variety of different relaxation techniques can help you bring your nervous system back into balance by producing the relaxation response. The relaxation response is not lying on the couch or sleeping but a mentally active process that leaves the body relaxed, calm, and focused. 

Learning the basics of these relaxation techniques isn’t difficult, but it does take practice. Most stress experts recommend setting aside at least 10 to 20 minutes a day for your relaxation practice. If you’d like to get even more stress relief, aim for 30 minutes to an hour. If that sounds like a daunting commitment, remember that many of these techniques can be incorporated into your existing daily schedule—practiced at your desk over lunch or on the bus during your morning commute.

Finding the relaxation technique that’s best for you

There is no single relaxation technique that is best for everyone. When choosing a relaxation technique, consider your specific needs, preferences, fitness level, and the way you tend to react to stress. The right relaxation technique is the one that resonates with you, fits your lifestyle, and is able to focus your mind and interrupt your everyday thoughts in order to elicit the relaxation response. In many cases, you may find that alternating or combining different techniques will keep you motivated and provide you with the best results.

How you react to stress may influence the relaxation technique that works best for you:

How do you react to stress?
Do you tend to become angry, agitated, or keyed up?
You may respond best to relaxation techniques that quiet you down, such as meditation, deep breathing, or guided imagery
Do you tend to become depressed, withdrawn, or spaced out?
You may respond best to relaxation techniques that are stimulating and that energize your nervous system, such as rhythmic exercise
Do you tend to freeze-speeding up internally, while slowing down externally?
Your challenge is to identify relaxation techniques that provide both safety and stimulation to help you “reboot” your system. Techniques such as mindfulness walking or power yoga might work well for you

Do you need alone time or social stimulation?

If you crave solitude, solo relaxation techniques such as meditation or progressive muscle relaxation will give you the space to quiet your mind and recharge your batteries. If you crave social interaction, a class setting will give you the stimulation and support you’re looking for. Practicing with others may also help you stay motivated. 

Link: http://www.helpguide.org/mental/stress_relief_meditation_yoga_relaxation.htm