On Comparing Alternative Segmentation Schemes: The List of Values (LOV) and Values and Life Styles (VALS)
Journal of Consumer ResearchPublished 1 June 1990
Thomas Novak, Bruce MacEvoy
Citations191
SJR quartileQ1
SJR score8.56
SNIP3.32
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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
PsychologyDecision SciencesBusiness, Management and Accounting
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