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1. Find someone (a friend is OK) who you can talk to for about 10 minutes in a quiet place
where you will not be interrupted. Identify a product that you believe is relatively highly involved for that person.
2. Elicit the decision criteria that person would use if they were considering buying a brand in that product category. You might say.
“Imagine you were going to buy ___________. What characteristics would you consider in selecting a brand of ____________ to buy for yourself?
3. Then ask the person. “What are the two (or three) most important characteristics you would consider?”
4. Next, ladder off each of these characteristics. “Why is ___________ important to you?” “What does ___________ get for you?”
5. Keep asking these “why” questions until the consumer “stops.” Be sure to ask for an explanation if you do not understand what the person means by an answer.
6. Draw out the means-end chains that you have identified for the “high” involvement product.
7. Now do the same thing for a “low” involvement product, like paper clips, milk, or gasoline.
8. In your paper, discuss the differences you see in this consumer’s meanings for the high and low involvement products.
● Did you notice any differences in the measurement process?
● Assume that a substantial number of consumers shared these meanings. What implications would your data have for developing marketing strategies?