<Table> <Tr> <Td> </Td> <Td> This article needs attention from an expert in Psychology . Please add a reason or a talk parameter to this template to explain the issue with the article . WikiProject Psychology may be able to help recruit an expert . (October 2008) </Td> </Tr> </Table> <Tr> <Td> </Td> <Td> This article needs attention from an expert in Psychology . Please add a reason or a talk parameter to this template to explain the issue with the article . WikiProject Psychology may be able to help recruit an expert . (October 2008) </Td> </Tr> <P> VALS ("Values and Lifestyles") is a proprietary research methodology used for psychographic market segmentation . VALS is a way of viewing people on the basis of their attitudes, needs, wants, beliefs and demographics . By using psychology to analyze and predict consumer preferences and choices, the VALS system constructs a link between personality traits and buying behavior. The system identifies current and future opportunities by segmenting the consumer market place on the basis of the personality traits that drive consumer behavior </P> <P> VALS was developed in 1978 by social scientist and consumer futurist Arnold Mitchell and his colleagues at SRI International . It was immediately embraced by advertising agencies and is currently offered as a product of SRI's consulting services division . VALS draws heavily on the work of Harvard sociologist David Riesman and psychologist Abraham Maslow . </P>

What is the purpose of the vals and what does vals measure
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