Observations: Translating Values into Product Wants
本文指出当前评估目标价值观的两种方法（标准价值观清单和消费者情感描述）的不足，并提出先询问核心价值观再关联产品的方法，构建从价值观到产品使用的因果链。
There are currently two ways to assess target value systems. One is to apply a standard value inventory such as the Rokeach inventory or the L.O.V. The other is to ask consumers to describe their feelings about products in such a way that ultimate values come out (laddering, motivation research). While both approaches have facilitated some highly successful marketing programs, they also have weaknesses. We recommend that researchers first ask target consumers about core values and then ask them to describe these values in terms of selected products. The goal is a “means-ends” product-value chain which begins with core target values and causally relates them to actual product use.