ABSTRACT
Values have informed two different segmentation schemes in the past generation: VALS (and its second generation, VALS 2) and the List of Values (LOV) developed by Lynn R. Kahle (1983) out of frustration with the fact that Stanford Research was not releasing proprietary information about how the VALS segments were developed. Kahle went on to elaborate LOV extensively with several scholarly articles and books, frequently with co-authors. 1
