2.
VALS is a marketing and consulting tool that helps businesses worldwide develop and execute
more effective strategies. The system identifies current and future opportunities by
segmenting the consumer marketplace on the basis of the personality traits that drive
consumer behavior. VALS applies in all phases of the marketing process, from new-product
development and entry-stage targeting to communications strategy and advertising. The basis
of VALS is that people express their personalities through their behaviors. VALS specifically
defines consumer segments on the basis of those personality traits that affect behavior in the
marketplace. Rather than looking at what people do and segregating people with like
activities, VALS uses psychology to segment people according to their distinct personality
traits. The personality traits are the motivation—the cause. Buying behavior becomes the
effect—the observable, external behavior prompted by an internal driver
3.
VALS places U.S. adult consumers into one of eight segments based on their responses to the
VALS questionnaire. The main dimensions of the segmentation framework are primary
