VALS Values and Lifestyles Survey (SBI)

The Values and lifestyles survey (VALS) is developed and owned by SBI (Strategic Business Insights). Please get permission from SBI to use this scale.
Achievers
– I like a lot of variety in my life.
– I follow the latest trends and fashions.
– I like being in charge of a group.
– I have more ability than most people.
– I consider myself an intellectual.
– I must admit that I like to show off.
– I like to dress in the latest fashions.
– I like to lead others.
– I want to be considered fashionable.

Believers
– I love to make things I can use everyday.
– I like to learn about art, culture, and history.
– The federal government should encourage prayer in public schools.
– There is too much sex on television today.

Experiencers
– I like outrageous people and things
– I like a lot of variety in my life.
– I often crave excitement.
– I like trying new things.
– I am very interested in how mechanical things such as engine work.
– I would like to spend a year or more in a foreign country.
– I like a lot of excitement in my life.
– I like the challenge of doing something I have never done before.
– I am always looking for a new thrill.

Innovators
– I have more ability than most people.
– I consider myself an intellectual.
– I must admit that I like to show off.
– I like to lead others.
– I like doing things that are new and different.

Makers
– I love to make things I can use everyday.
– I would rather make something than buy it.
– I like making things from wood, metal, are other such material.
– I like to learn about things that may never be of any use to me.
– I like to make things with my hands.

Strivers
– I follow the latest trends and fashions.
– I dress more fashionable than most people.
– I like to dress in the latest fashions.
– I want to be considered fashionable.

Survivors
– I am really interested in only a few things.
– I must admit that my interests are somewhat narrow and limited.
– I like my life to be pretty much the same from week to week.

Thinkers
– I am often interested in theories.
– I like to look through hardware are automotive stores.
– I would like to understand more about how the universe works.

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