Where can I find information about VALS 2 and/or iVALS?
Originally, VALS was based on social values (such as values about military spending and abortion rights). Over time, social values shift. VALS 2 was the name that we used when we revised VALS in 1989. Today, VALS is based on enduring psychological traits that correlate with purchase behavior. In 1991, we shifted back to the original name—VALS—because of its brand equity. iVALS is no longer a part of the VALS family of products because it became less applicable as the Internet evolved. Given the explosive growth of the Internet user population, looking at Internet behavior through the standard VALS system is appropriate and sufficient. The VALS types exhibit distinct behaviors on the Internet just as they do in traditional consumer marketplaces.
