On Comparing Alternative Segmentation Schemes: The List of Values (LOV) and Values and Life Styles (VALS)
- 1 June 1990
- journal article
- Published by Oxford University Press (OUP) in Journal of Consumer Research
- Vol. 17 (1) , 105-109
- https://doi.org/10.1086/208541
Abstract
This article begins with a partial replication of previous work—a comparison of the Values and Life Styles (VALS) system and the List of Values (LOV). The analysis is then extended to evaluate the role of a set of standard demographic variables with respect to both psychographic segmentation systems.Keywords
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