Definition of VALS

acronym for Values and Lifestyles, a system for grouping consumers according to psychological and sociological theories in order to predict their behavior in the purchase decision process. There are three main categories: need-directed -consumers who make purchases based solely on need; outer-directed -consumers who make purchases based on their perceptions of the way others view them; and inner-directed -consumers who make purchases out of some inner need. VALS can aid in defining targets for products and are also helpful in the development of advertising copy and media strategies. The concept was introduced in 1978 by the California consulting firm of SRI International.