Using the laddering procedure that was described in the chapter, select a product category of your choice, interview one individual (preferably not a close friend), and construct that person’s hierarchical map, or ladder, for two product attributes that are important to that person. In other words, after first determining the two product attributes (or features) that this person considers most important in making a choice among brands in the product category you have selected, use the types of probing questions listed in the chapter to see how this individual mentally connects product attributes with consequences, and how, in turn, these consequences extend into valued end states. Be persistent!
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