Values

Values defined are a persons innate view on themselves and society. In terms of marketing 'if we believe our overall values drive our behaviour, then we should be concentrating on the important, underlying motives that drive consumers to make product or service choices rather than simply product attributes' (Ries & Trout 1982). Below is the 9 different values a consumer may have:

1. Self Respect
2. Excitement
3. Being Well Respected
4. Self-fulfilment
5. Sense of accomplishment
6. Warm relationship with others
7. Security
8. Fun & enjoyment
9. Sense of belonging

Over time values change but everyone has terminal values or end states. These end states are what an individual in society needs to do to achieve there values. Products become a means to achieving these values and that's where the marketer comes in...


The search for an end state is termed as laddering. Laddering involves various stages or actions an individual must go through to achieve their goal or value. Laddering is split up into 6 stages, these are:

1. Concrete attributes - Crisps
   
2. Abstract attributes - Strong taste
   
3. Functional consequences - Eat less
   
4. Psychological consequences - Don't get fat
   
5. Instrumental values - Slimmer and healthier
   
6. Terminal values - Self esteem

Laddering research can help marketers to ascertain their unique selling point and their positioning strategy. An advertisement using laddering would include the target market, terminal value, instrumental value, content, benefit and message. Shown below is an advertisement which best reflects this:



The advert states how the volkswagen Golf fits your life or your complete life there after. Thus the advert exploits consumers terminal values as it is acting as one of the steps towards a terminal value. Finally i took the VALS test to see what my values and terminal values were. My primary VALS type was an experiencer and my secondary type was a striver. The primary VALS type represents your dominant approach to life. The secondary classification represents a particular emphasis you give to your dominant approach.