Do values inform different behaviors in the purchasing cycle?
Shaffer: Consumers who are driven by individuality and wanting to make a statement about themselves tend to be a more savvy and intelligent consumer. They tend to use more online behaviors. They tend to absorb media in more modern ways, so that they are multitasking, they are looking at and absorbing messages from a variety of channels, not just traditional ones. They tend to be more on the leading edge of emerging media and more receptive to guerilla and experiential marketing. Consumers who want more to be part of the crowd and part of the fabric of America, so to speak, they are more likely to do things in a traditional manner. They look for cues from their neighbors and business associates and friends and members of their church for information and product credibility. They are not as likely to be impacted by really innovative marketing tactics, nor use the Internet to the extent the individualist consumers do. BI: How many segments do you have for auto? Shaffer: The segmentation w