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On Comparing Alternative Segmentation Schemes: The List of Values (LOV) and Values and Life Styles (VALS)

Publication Type:

Journal Article


Journal of Consumer Research, Number 17, p.105-109 (1990)



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