The VALS Framework: Understanding Consumer Values

The VALS Framework is a powerful tool for understanding consumer values. It was developed by Arnold Mitchell at SRI International in the 1970s and has been used by marketers ever since to segment consumers and target them with more effective marketing campaigns.

What is the VALS Framework Based On?

The VALS Framework is based on two key concepts:

• Primary motivations: These are the deep-seated needs that drive consumer behavior. VALS identifies eight primary motivations:
  • Idealism
  • Achievement
  • Self-expression
  • Security
  • Tradition
  • Conformity
  • Stimulation
  • Hedonism
• Self-orientation: This refers to how consumers view themselves in relation to others. VALS identifies three self-orientations:
  • Inner-directed: These consumers are guided by their own values and beliefs.
  • Outer-directed: These consumers are influenced by the opinions of others.
  • Integrated: These consumers are a blend of inner- and outer-directed.

How to Use the VALS Framework

The VALS Framework can be used to segment consumers into eight different types, each with its own unique set of values and behaviors. These types are:

• Innovators: These are inner-directed consumers who are motivated by idealism and achievement.
• Thinkers: These are inner-directed consumers who are motivated by knowledge and self-expression.
• Believers: These are inner-directed consumers who are motivated by tradition and security.
• Achievers: These are outer-directed consumers who are motivated by achievement and power.
• Strivers: These are outer-directed consumers who are motivated by success and status.
• Experiencers: These are outer-directed consumers who are motivated by stimulation and fun.
• Makers: These are outer-directed consumers who are motivated by practicality and self-sufficiency.
• Survivors: These are outer-directed consumers who are motivated by security and stability.

The VALS Framework can be used to help marketers understand the needs and wants of their target consumers. By understanding the primary motivations and self-orientations of their target consumers, marketers can develop more effective marketing campaigns that are tailored to their specific needs.

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