Question

Diogo begged his mother to buy him some high-top Converse shoes. When asked why he wanted these shoes, he said that he wanted them because they were comfortable. He really wanted them because his two best friends have them, and if he had them, he would be considered "cool," but he didn't want to tell his mother that. Marketers can create a means-end chain explaining consumer motives such as that seen in Diogo’s behavior by using what methods?

Laddering

Focus Groups

In-Depth Interviews

Cognitive Dissonance Probing

VALS surveys

Answer 1

Laddering is the right answer

Marketers can create a means-end chain explaining consumer motives by using the Laddering method. It is used to discover the essential feeling or sentiment, outcomes, and personal values that drive customer choice.The marketer uses this technique to understand customer choices to design advertisements and communicating content to influence potential customers to select their products.The laddering method helps to understand the most effective communicating content that drives the behavior.

The emotional or feeling seen in Diogo’s behavior is having the high-top converse shoes are comfortable and most importantly the Diogo’s value that is “He wanted to get the high-top converse shoes because his two best friends have them, and if he had them, he would be considered "cool". This acceptance of Diogo personally by his two best friends.

Focus Groups is the wrong answer

A focus group is a gathering of selected people who take part in a discussion planned to obtain Customers' perceptions about a particular product or brand. A focus group allows the selected people to interact with each other and extract ideas from their discussion on the selected topic.

In-Depth Interviews is the wrong answer

In-depth interviewing is a technique that involves organizing in-depth individual interviews with a portable number of respondents to investigate their point of view on a particular topic or interest.

Cognitive Dissonance Probing is the wrong answer

Cognitive dissonance probing refers to a situation involving varying attitudes, beliefs, or behaviors. It creates a feeling of mental discomfort that leads to a change in one’s attitudes, beliefs, or behaviors to minimize the discomfort and reinstate balance.

For example, when people drink alcohol (behavior) and they know that drinking causes Liver damage (cognition), this state of cognitive dissonance.

VALS surveys is the wrong answer

VALS ("Values and Lifestyles") surveys technique is used to determine how strong the customers bend toward their desire, needs, and spending behaviors.