TITLE

No reason to fear 'frightening reality of VALS

AUTHOR(S)
Mather, John H.
PUB. DATE
September 1985
SOURCE
Marketing News;9/13/1985, Vol. 19 Issue 19, p15
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article focuses on the Values and Attitudes (VALS) market segmentation technique developed by SRI International. The method uses proven theories of psychological and sociological development to identify the different groups of consumers. The technique was used by the ABC television network to increase viewership with its "Upfront and Personal" segments during its 1984 summer Olympic coverage. It explores the advantages of using VALS.
ACCESSION #
19148268

 

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