You are a marketing assistant at a large department store. your store manager, gaby, wants to make sure the store stocks products that appeal to every possible segment of the market. you have recently learned about the vals framework in your college class, and you are looking to explain the eight psychographic groups to gaby using examples of products already sold in the store. perhaps the most commonly used psychographic segmentation tool is the vals™ framework. vals, originally developed by sri international, classifies u. s. and canadian adults age 18 years of age and older on the basis of their responses to 34 attitudinal and four demographic questions into eight psychographic groups: innovators, thinkers, believers, achievers, strivers, experiencers, makers, and survivors. vals measures two dimensions: primary motivation and resources. how motivation and resources combine explains why different consumer groups exhibit different behaviors and why different consumer groups often exhibit the same behaviors for different reasons.