The two dimensions of the VALS framework, needs and wants, helps to explain why different consumer groups exhibit different behaviors, and why different consumer groups often exhibit the same behaviors for different reasons.

VALS Framework

A psychographic tool that classifies consumers into eight categories based on their responses to a questionnaire, used for market segmentation.

Consumer Groups

Collections of individuals or organizations that act together to advocate for the rights and interests of consumers.

Different Behaviors

Varied actions or reactions of individuals in response to external or internal stimuli, differing across contexts or situations.