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{{Short description|American social scientist (1918–1985)}}
{{for|the English footballer|Arnold Mitchell (footballer)}}
{{Infobox scientist
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==Early life and education==
Arnold Mitchell was the son of economist [[Wesley Clair Mitchell]] and educator [[Lucy Sprague Mitchell]].<ref>{{Cite news|date=1948-10-31|title=Dr. Mitchell Dies in East|pages=21|work=The Decatur Daily Review|url=https://www.newspapers.com/clip/84349292/dr-mitchell-dies-in-east/|access-date=2021-08-29|via=Newspapers.com}}</ref>
{{expand section|date=August 2012}}
 
==Career==
Mitchell coauthored a report on ''Voluntary Simplicity'' with [[Duane Elgin]] that was published by SRI in June 1976. The report was expanded and republished with a survey in [[CoEvolution Quarterly]] in 1977, which was used as the basis the 1981 book ''Voluntary Simplicity''.<ref>{{Cite web|url=http://www.duaneelgin.com/wp-content/uploads/2010/11/voluntary_simplicity.pdf|accessdate=10 July 2012|title=Voluntary Simplicity|last1=Elgin|first1=Duane|last2=Mitchell|first2=Arnold}}</ref>
 
===VALS===
MichellMitchell created the [[VALS|Values, Attitudes and Lifestyles]] (VALS) [[psychographic]] methodology at [[SRI International]] in the late 1970s. VALS helps companies tailor their products and services to appeal to the people most likely to purchase them, and explains changing U.S. values and lifestyles. It was formally inaugurated as an SRI product in 1978.<ref>{{cite web|url=http://www.strategicbusinessinsights.com/vals/about.shtml |title=About VALS: The VALS Story |publisher=Strategic Business Insights |accessdate=2012-04-15 |url-status=dead |archiveurl=https://web.archive.org/web/20120419082713/http://www.strategicbusinessinsights.com/vals/about.shtml |archivedate=2012-04-19 }}</ref><ref>{{cite web|url=http://www.context.org/iclib/ic03/srivals/|title=SRI's Values and Lifestyle Program|date=Summer 1983|work=Rediscovering The North American Vision|page=12|publisher=Context Institute}}</ref> VALS was subsequently called "one of the ten top market research breakthroughs of the 1980s" by ''[[Advertising Age]]'' magazine.<ref>{{cite web|url=http://www.strategicbusinessinsights.com/vals/presurvey.shtml |title=Vals |publisher=Sric-Bi |accessdate=2011-11-12 |url-status=dead |archiveurl=https://web.archive.org/web/20111110145245/http://www.strategicbusinessinsights.com/vals/presurvey.shtml |archivedate=2011-11-10 }}</ref>
 
In the VALS study, Mitchell identified three major values groups in society: the Traditionalists, the Modernists and the Cultural Creatives. The Traditionalists, as he saw them, were those who wanted to return to the 1950s, with mom in the kitchen and the white picket fence around the house. The Modernists were those who thought technology would solve all our problems. And the Cultural Creatives, consisting of two subgroups of "Greens" and "Spiritual Seekers," were people who were self-directed and interested both in developing themselves in fulfilling ways and in being of service to the larger community.{{Cn|date=December 2023}}
==Selected publications==▼
* {{cite book|url=http://books.google.com/books/about/An_Approach_to_Measuring_Quality_of_Life.html?id=E5IvHAAACAAJ|title=An approach to measuring quality of life|author=Mitchell, Arnold|author2=Logothetti, Thomas J.|author3=Kantor, Robert E.|publisher=[[SRI International]]|year=1971}}▼
 
According to Mitchell, this group comprised 24 percent of the American population by late 1980, and was the fastest growing values group in America. Mitchell coined the term "Cultural Creatives", which was popularized by Paul Ray and Sherrie Anderson in their 2000 book, ''Cultural Creatives: How 50 Million People Are Changing The World''. Mitchell's earlier work identifying Cultural Creatives is not acknowledged in this work.{{Cn|date=December 2023}}
* {{cite book|title=Voluntary Simplicity|authors=Mitchell, Arnold; [[Duane Elgin|Elgin, Duane]]|year=1981}}
 
▲==Selected publications==
▲* {{cite book|url=httphttps://books.google.com/books/about/An_Approach_to_Measuring_Quality_of_Life.html?id=E5IvHAAACAAJ|title=An approach to measuring quality of life|author=Mitchell, Arnold|author2=Logothetti, Thomas J.|author3=Kantor, Robert E.|publisher=[[SRI International]]|year=1971}}
* {{cite book|title=Voluntary Simplicity|url=https://archive.org/details/voluntarysimplic00elgi|url-access=registration|author=Mitchell, Arnold|author2=Elgin, Duane|author2-link=Duane Elgin|year=1981}}
* {{cite book|title=Nine American Lifestyles: Who We Are and Where We're Going|author=Mitchell, Arnold|publisher=Warner Book|isbn=0446389803|date=May 1984}}
 
==References==
{{reflistReflist}}
 
{{Authority control}}
 
{{Persondata <!-- Metadata: see [[Wikipedia:Persondata]]. -->
| NAME = Mitchell, Arnold
| ALTERNATIVE NAMES =
| SHORT DESCRIPTION = Social scientist
| DATE OF BIRTH = February 18, 1918
| PLACE OF BIRTH = New York City, New York
| DATE OF DEATH = July 17, 1985
| PLACE OF DEATH = Menlo Park, California
}}
{{DEFAULTSORT:Mitchell, Arnold}}
[[Category:1918 births]]
Retrieved from "https://en.wikipedia.org/wiki/Arnold_Mitchell"