What’s it: VALS stands for values, attitudes, and lifestyles, a framework for psychographic segmentation. It combines psychological and demographic characteristics to explain consumer behavior. Under the VALS framework, customers in the target market are divided into eight groups based on two dimensions. The first dimension represents the resources consumers have, such as income, education, self-confidence, intelligence, leadership skills, and … Continue reading Values, Attitudes and Lifestyles (VALS): Categories and Why They Matter