The Young And Rubicam Media Theory

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The Young And Rubicam Media Theory

THE EXPLORER
These people look for challenge and discovery. 

They always want to be the people to try out new experiences and ideas

They look to be different from other people

Their core motivation is for discovery

THE REFORMER
They value their own judgement; they do what they want to do

Most anti-materialistic group

Considered as intellects

They have a lot of tolerance

Their core motivation is for enlightenment

THE MAINSTREAM
A daily routine is fundamental for them

They are the mainstream of society

They are the largest of the 7 groups

They tend to copy other people and like what they like

Their core motivation is security

THE STRUGGLER
They “live for the day” 

Other groups often see them as victims and losers

They rely on luck rather than judgement to get anywhere with their lives

Often are heavy consumers of alcohol and junk food

Their core motivation is escape

THE RESIGNED
Predominantly older people with unchanging values

Enjoy traditional roles and lives

They prefer to known rather than the new

Their core motivation is to survive

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