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11 Cards in this Set
- Front
- Back
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What does ACV try to link
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attribute of a brand with – consequences – to the value system to the consumer
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If you ask someone what do you want out of a product?
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Few people will answer on the attribute level. Generally they answer on a consequence level.
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Negative (personal consequences) associations with buying something are
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perceived risks.
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A positive personal consequence associations with buying something are
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perceived benefits
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different type of consequences
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1. Functional
2.Psychosocial 3. Personal |
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Personal value system is
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What you want out of life – this question will reflect their personal value system
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happy, fame, rich, high, security, love, achievement
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These are all fundamental drivers or motivators of PVS.
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The PVS drives the most important needs that you are trying to satisfy
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your behavior and that include through you cb.
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PVS idea tell you ***not sure if idea means PVS orACV**
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why consumers think that certain attributes are Imp/Des or not? Attributes derived (according to this idea AVC?*) there I/D from the consequences associated with using the brand that has those attributes
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where does the importance of desirability come from
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Peoples’ PVS. Values give consequences there important and desirability. Consequences give attributes there I/D.
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Mean-End Chain Analysis
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Tool used to get at what people's values are - the main principle that guides them. Looks at the product attributes, the consequences or benefits of the product and finally the values that drive the decision to get the product
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