The VALS framework examines the intersection of psychology, demography and lifestyle.
The US VAL framework will help you to segment the addressable market into different groups based on customer psychometric measurement behavior. This framework explains how each customer will behave differently in terms of values, attitudes, and lifestyles, commonly referred to as VALs. The eight current types of VALS are: Innovator, thinker, achiever, tester, believer, striver, creator and survivor. After individuals are classified based on their lifestyle, the marketer determines how the marketing elements fit into their lives.
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