The VALS theory measures two variables-an individual's resources and self-motivation-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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The VALS theory does indeed measure an individual's resources and self-motivation, and then plots them on a grid of eight defining personalities. The theory assumes that each of these personalities will exhibit certain types of buying behavior.

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