• Trendies: who crave the admiration of their peers
• Egoists: who seek pleasure
• Puritans: who wish to feel virtuous
• Innovators: who wish to make their mark
• Rebels: who wish to remake their world in their own image
• Groupies: who just want to be accepted
• Drifters: who are not sure what they want
• Drop-outs: who shun commitments of any kind
• Traditionalists: who want things to stay as they are
• Utopians: who want the world to be a better place
• Cynics: who have to have something to complain about
• Cowboys: who want easy money

[Selby 1995, p. 25]

Suggested Reading

• Gunter, Barrie & Adrian Furnham (1992) Consumer Profiles: An Introduction to Psychographics. London: Routledge
• Selby, Keith & Ron Cowdery (1995) How to Study Television. London: Macmillan
• Weiss, Michael J. (2000) The Clustered World: How We Live, What We Buy and What It All Means About Who We Are. Boston, MA: Little, Brown

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