Application of the List of Values Alternative Psychographic Assessment Scale

Abstract

A study was conducted to evaluate the use of the List of Values (LOV) method of assessing consumers' psychographic profiles. The LOV is a public domain scale composed of nine value-items on which consumers select the value with which they most identify, including, self-respect, security, warm relationships with others, sense of accomplishment, self-fulfillment, sense of belonging, being well-respected, fun and enjoyment, and excitement. A total of 400 shoppers at two regional shopping malls were interviewed and their primary psychographic profiles assessed using the LOV scale. The LOV scale was simple to administer and was well received by respondents. Consumers who valued self-respect, being well-respected, and a sense of belonging were more likely to purchase more health and beauty aids than those with other psychographic profiles.