Explain the VALS framework
What will be an ideal response?
The Strategic Business Insights' VALS (values, attitudes, and lifestyles) framework is an example of a commercially
available psychographic segmentation tool. The VALS framework segments U.S. adult consumers into one of eight
segments (called "mindsets") based on their responses to the VALS questionnaire. The framework segments
consumers in two dimensions: their degree of resources and innovation (the vertical dimension) and their primary
motivations (the horizontal dimension). The combination of resources and motivations predicts how a consumer
will behave in the marketplace. For example, VALS defines Innovators as "successful, sophisticated, take-charge
people with high self-esteem."
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a. True b. False Indicate whether the statement is true or false