A customer’s consumption patterns and experience with products and services is related to his or her values and attitudes. Canadians are motivated less to part with their money for conspicuous consumption, but are increasingly interested in experiential consumption.

The Environics Website, http://www.environics.net (click through to the 3SC social values page), has a survey that can be filled out to determine your tribe. Not everyone falls precisely into one of the 13 tribes. Examine the 13 tribes and answer the following questions:

1		What are the implications for financial institutions in terms of new services designed for the social hedonists?
2		Choose two tribes from different generational segments to compare and contrast how their social values influence the purchase of cars.