Journal of Consumer Research 1990
On Comparing Alternative Segmentation Schemes: The List of Values (LOV) and Values and Life Styles (VALS)
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.
- DOI
- 10.1086/208541
- Sources
- openalex