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Understanding U.S. Consumers     (January 2008)

At last you have a way to learn more about VALS™! In response to overwhelming demand, the VALS team has published a special handbook—Understanding U.S. Consumers—for students, professors, and anyone else who is interested in learning a little bit more about the psychological attributes and demographics that underlie consumer decision making. The handbook was recently updated (January 2008) to provide more accurate descriptions based on the latest information.

Understanding U.S. Consumers
This 50-page publication includes:
  • A short explanation of the VALS framework
  • Detailed descriptions of the eight VALS types
  • Characteristic attitudes, activities, and behaviors for each of the eight VALS types
  • An archetypal character description of someone who might represent the core of each VALS type
  • A hypothetical case study to illustrate how VALS can apply at an industry or company level and demonstrate how marketers can use VALS to develop successful communication
  • A brief history of VALS and its development.
You can purchase Understanding U.S. Consumers for $50.00 plus shipping charges.



The VALS program periodically makes special materials (such as this handbook) available to academic professionals. Future materials may include educational videos, presentations, and reports. Please let us know if you would like us to contact you about future products by adding your name to our VALS for Education mailing list. Subscribers will be notified periodically by e-mail about new VALS materials designed for academics.


We accept Visa, MasterCard, and PayPal. (What is PayPal?) Please allow 1 to 2 business days for order processing (except during holidays) and 5 to 6 business days for shipping (via UPS Ground). Overnight or international shipping is available for an additional charge. You will receive an e-mail confirmation of your order within one business day of processing.

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