by Terra L. Fletcher

Created on: September 10, 2010

How to Find the Values that Motivate a Consumer to Buy

Using laddering techniques in a one-on-one depth interview is often the best way to find the values that motivate a consumer to buy. Depth interviewing for qualitative research uncovers underlying thoughts and feelings. To find your consumers’ attitudes, prejudices, biases and motivations; consider the laddering technique. This tool helps to link a product’s attributes to the value a consumer places upon it.

The Means-End Theory

Consumers use products to achieve various ends. These ends are defined as consumer values. Consumers begin by relating the products qualities or attributes. This lower form of knowledge is just the starting point. People buy for how a product makes them feel. If you can uncover those feelings, how consumers get value – then you have the ability to develop a message strategy based on emotions rather than product characteristics. This information is best achieved by conducting one-on-one interviews.

Laddering – Level One, Attributes

The technique is called laddering because the interviewer slowly moves up the rungs to a higher knowledge level. Gradually the relationship between a product’s attributes and the value it provides will be revealed. Attributes can be tangible like flavor, color, size, shape or intangible such as sexy, funny, prestigious, and youthful.

Laddering – Level Two, Consequences

Consequences link attributes to values. The consumer uses a product with certain attributes to experience an effect or consequence. The consumer interprets the effect by what it means to them, its value. When questioning, it is best to start with the product’s (or brand’s) attributes. Consequences can be functional or psychosocial. For example a skin care company may advertise the product as leaving the skin smooth and wrinkle-free or it may infer that people will admire, even lust for, the user.

Negative consequences are rarely used unless to imply the undesirable effect of not using their product. Hertz does this well with their slogan, “There’s Hertz, and not exactly.” An interviewer can gather information for this type of campaign my addressing what specific negative outcomes consumers would like to avoid. Using the means-end theory and positive consequences they can move up the ladder to values.

Positive consequences are how a user benefits. Copywriters focus on benefits rather than attributes. Benefit segmentation separates the market based on why consumers buy, thus influencing the message and media strategy for the advertising.

Laddering – Level Three, Values

How the benefits will affect the consumers’ state of mind is related to values. Values are psychological. Instrumental values are preferred modes of conduct and behavior, such as independence, being polite, responsible, or loving. Terminal values express end states of mind such as peacefulness, comfort, self-esteem, security, or happiness.

An experienced interviewer will start with brand attributes and end with questions that identify values the respondent hopes to obtain from using the product. Laddering works best one-on-one. Respondents may not know the answer or may be sensitive to discussing. Give time to answer; redirect when necessary. Sometimes changing the context to a third person makes it easier for the interviewee to respond.

When you uncover the value that motivates a consumer to buy, how the product makes them feel – you will be able to devise a highly-targeted marketing message. A message strategy based on emotions, rather than product attributes, will yield the best results.

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