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

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. Copyright 1990 by the University of Chicago.