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11/02/2001 Entry: "2-Nov-2001 -- Laddering and Structured Open Association Pattern (SOAP)"

Laddering and Structured Open Association Pattern (SOAP) -- "The basis of this technique is the means-end chain theory. This theory is based on the assumption that motives drive consumer behavior because these motives create certain needs. The consumer wants to satisfy these needs and therefore chooses a product that, in one way or another, satisfies those needs by giving certain benefits to him/her. The specific characteristics of the product, as well as the brand, are capable of delivering these benefits in the individual's perception."

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