VALS™ (Values and Lifestyle Survey) (Arnold Mitchell, 1970s) – a proprietary questionnaire used to differentiate among adults according to variations across two dimensions: Resources and Primary Motivation. Nice types are identified: Belongers, Achievers, Emulators, Societally Conscious, Experiential, Sustainers, I-Am-Me, Survivors, integrated. VALS™ is popular marketing and consumer-trend researchers.
Please cite this article as:
Davis, B., & Francis, K. (2022). “VALS (Values and Lifestyle Survey)” in Discourses on Learning in Education. https://learningdiscourses.com.
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