Arnold Mitchell (February 18, 1918 – July 17, 1985) was a social scientist and consumer futurist who worked for SRI International and created a noted psychographic methodology, Values, Attitudes and Lifestyles (VALS).
Arnold Mitchell | |
|---|---|
| Born | February 18, 1918 |
| Died | July 17, 1985 (aged 67)[1][2] |
| Nationality | American |
| Scientific career | |
| Institutions | SRI International |
Early life and education
This section needs expansion. You can help by adding to it. (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.[3]
Michell created the Values, Attitudes and Lifestyles (VALS) psychographic methodology at SRI International in the late 1970s. VALS explains changing U.S. values and lifestyles and was formally inaugurated as an SRI product in 1978.[4][5] VALS was subsequently called "one of the ten top market research breakthroughs of the 1980s" by Advertising Age magazine.[6]
Selected publications
- Mitchell, Arnold (1971). An approach to measuring quality of life. SRI International.
{{cite book}}: Unknown parameter|coauthors=ignored (|author=suggested) (help)
- Mitchell, Arnold (May 1984). Nine American Lifestyles: Who We Are and Where We're Going. Warner Book. ISBN 0446389803.
References
- ^ Slaughter, Richard. "Normative Scenarios and Human Freedom: a Conversation with Jay Ogilvy" (PDF). Retrieved 2012-08-05.
- ^ "Arnold Mitchell: 1918 - 1985". Retrieved 2012-08-05.
- ^ Elgin, Duane; Mitchell, Arnold. "Voluntary Simplicity" (PDF). Retrieved 10 July 2012.
- ^ "About VALS: The VALS Story". Strategic Business Insights. Retrieved 2012-04-15.
- ^ "SRI's Values and Lifestyle Program". Rediscovering The North American Vision. Context Institute. Summer 1983. p. 12.
- ^ "Vals". Sric-Bi. Retrieved 2011-11-12.