Alternative Measurement Approaches to Consumer Values: The List of Values (LOV) and Values and Life Style (VALS)

Lynn R. Kahle · Sharon E. Beatty · Pamela Miles Homer

707 citations0/0 files storedJournal of Consumer Research

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Consumer Behavior and Market Dynamics Cultural Differences and Values Cognitive and psychological constructs research

Abstract

This article compares and contrasts two methods of measuring consumer values: the List of Values (LOV) and Values and Life Style (VALS). LOV apparently has some advantages: it is in the public domain and it relates more closely to consumer behavior.

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1985Social Values and Social Change: Adaptation to Life in America.

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