One group of those participants granted a high rating to what they ate, regardless of whether they actually ate the meat or vegetable version, as long as they thought it was meat. What distinguished this group? Unlike the veggie fans, these meat elitists showed up on psychological testing as embracing values of power and strength.
The values held by a consumer influence what that person will purchase. When members of a group—such as Baby Boomers or believers in Lindsay Lohan—expect other members and prospective members to share certain values, those values can become important drivers for large slices of your target markets.
How do you determine what those values are? One way is to ask shoppers their reasons for selecting certain items over others. It’s best not to ask the questions in a “Why?” format. Many consumer decisions are made intuitively or based on emotion. When asked, “Why did you make that choice?,” some consumers get defensive, as if their judgment is being ridiculed.
You’re likely to get better results and avoid jeopardizing the sale if you use a phrasing that assumes the shopper is making a sound decision: “What is important to you when choosing a product like this?” or “In what ways do you find this one to be better than the other possibilities?”
When you have the answers, you’ll want to analyze them. One methodology is based on the values categories used in an instrument called the List of Values. Researchers at University of Oregon, University of Alabama, and University of Texas-Austin find that the nine values assessed by the LOV do a good job of describing what characterizes different groups of consumers:
- Fun
- Excitement
- Sense of accomplishment
- Self-fulfillment
- Security
- Self-respect
- Respect from others
- Warm relationships with others
- Sense of belonging
Click below for more:
Sell to Values, Not Just Value
Sell Benefits to Fit Shoppers’ Values
Notice Customers’ Cultural Aspirations
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