The VALS theory measures two variables-an individual's resources and innovation-and plots them on a grid of eight defining personalities. The assumption is that each of the eight personalities will exhibit a certain type of buying behaviour.

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VALS (Values, Attitudes, and Lifestyles) is a proprietary research methodology used for psychographic market segmentation. It measures psychological traits that are correlated with purchasing behavior, indeed plotting individuals based on their resources and primary motivation (innovation being one aspect) into eight distinct types, each with its own characteristic buying patterns.

The VALS Theory Measures Two Variables-An Individual's Resources and Innovation-And