`To . MR . S.K . MAi?- , ?

JEFFREY F. DURGLE Rensselaer Polytechnic Institute CINA COLARELLI O'CONNOX Rensselaer Polytechnic Institute ANI )

OBSERVATIONS : TRANSLATING VALUES INTO PRODUCT WANT S

ROBERT W .VERYZER Rensselaer Polytechnic Institute

There are currently two ways to assess target value systems . One is to apply a standard value inventory such as the Rokesch 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" productvalue chain which begins with core target values and causally relates them to actual product use .

W < r.untvnd that one of the most powerful ways to understan d and touch consumer ; ii; to undtrstand their values and value systems . It is well recognized that a key issue in gaining brand awareness, trial, and subsequent loyalty is to reflect deep seated values in advertising and augmented product offerings . When markettrs address consumer values, laf bet consumers seiist that the product's purpose is to bone fit their individual lives . In this piper, we. examine sumo definitions of the value concept and review recent research on values and consump tion behavior . We then describe a new method for understanding consumer values and tracing their direct Impact on behavior . In illustrate the nielhnd, we dt scribe a study of core value, and product use among 5.5 middleaged mothers .

history in sociology and cultural anthropology. According to one definition, values arc "cultural standards that indicate the general goals deemed desirable for organized social life" (Smeller, 1967) . Marketers are interested in values because they are thought to influence behavior . Sociologists feel that values impact attitudes which, in turn, impact behavior, n .r follows : VALUES A'111'1'UDES - BEHAVIO R "Ilius, "a vatuc' is a conception, explicit or implicit, distinctive of an individual or characteristic of a group, of the desirable which influences the selection from available modes, means, and ends of action" (Kluekhohn, in Mizrucl+i, I967) . Two scx'iologists suggest an example of the influence of values on behavior: "valuing personal Integrity may disla>.titr one to react negatively to the use of informerx (who violate personal confidences), wire tapping, and the forcible pumpIng of a man's stomach to secure

Value s
The values concept has a Icing

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teem and accomplishment which are tempted to infer that the appear to be ultimate reasons for Mercedes is a reward for high using the product . Are these, achievement . f copse achieve a however, key life values to the certain level of success, then individual ? treat themselves to a Mercedes . In focusing primarily on the If we control for socioeconomic product and values related to it, status, the relationship may disuppr(ntrlics Built as tacldcring appear, It may be that sttcioecuand motivation research limit numic status-- not need for Research on Values opportunities to consider and achievement- -explains Mercedes use other, seemingly unrelated ownership and need for achieveand Consumptio n values . Even though there may ment simultaneously . To uncover, measure, and lebe a key value motivating a conA basic question occasionally verage key life and product sumer's use of a particular prodheard in marketing is, "What are wants, marketers have used uct, there is no reason to believe we really selling?" To the extent many approaches: VATS (Mitchthat an advertiser cannot attach that Pontiac knows that they arc ell, 1983) ; laddering (Reynolds other, different motives or selling excitement and Volvo and Gutman, 1988); value trackmeanings to it . Advertising hisknows that they are selling secuing (Yankelovich, in Kotler, tory is full of examples of camrity . they remain focused on a 1991); A1O (Wells and 'rigert, paigns that were successful beset of buyer expectations or val1971); motivation research (Dichcause the copywriter attached a ues and are not tempted to stray ter, 1964) ; Rokeach Value Invennovel message to a product . from that . But what is most imtory (Rokeach, 1968) ; LOV Like laddering and motivation portant to consumers? Not the (Kahle, 1983) ; and ethnographic research, Methods such as A10 products . It's the values they research (e .g ., Belk, Wallendorf, and the VATS program from care about . As Clark and Fujiand Sherry, 1989) . These inethStanford Research Institute asmoto (1990) indicate, what they ods have greatly enhanced our sess values and product use si are buying are values, feelings, ability to understand and repreniultarieously . Through value, and end benefits, not technnlosent target buyers . attitude, and use surveys, regies or product attributes . ConEarly research on values and searchers ace able to identify sequently, research should focus consumption looked for associaclusters of values and products un values, on what they mean, tions between values and brand which appear to have high validhow they evolve, and how they or product use . Years ago, for ity . A recent study by Kamakura are manifested in products as example, there were studies on and Novak (1992), (or example, perceived by target Consumers . whether Ford owners had more identified two segments . The conservative values than Chevfirst %eginew valued security Method rolet owners or vice versa . More and the second valued warm recent work links values and relationships and fun, The first We describe below a new products together via "meanssegment was relatively risk ad- method for identifying core life ends" chains . Most of these beverse and correspondingly tried values and tracing their direct gin by asking about important fewer new products . 'fhe second impact on consumption pmduct attributes as perceived . Where segment liked outdoor activities, laddering involves a line of by respondents, then probing leisure products, and preforred questioning which moves from until the researcher identifies television sitcoms over religiou s and products to values, we suggest a more general motives or values news programs regarding that product . . way to go from values to prodhowever, t h a 1 1 . t a pucts. As in laddering;, we also In motivation research, ladderproaches such as VAIS, AID, ing, and several similar apidentify intermediate attitudes or and the Kamakura and Novak proaches (e .g ., Myers and wants but our focus is on core research identify associations values and how they impact Shocker, 1981), the focus is on between values and products product use . In short, we follow the product over the person . Rewhich may or may not be searchers begin their interviews the sequence described above causal . They are merely associa from sociology, namely, that valby asking about products and lions . If we find, for example, ues impact attitudes, which in keep probing until they uncover that a set of respondents value relevant values or motives . They turn impact behavior. aclirvc mr nt and Iernl hl drive' We dart by drawing ; a sample identify values such as self-esMercedes tirnz autunuibiles, we of respondents from a given tarJournal ut Anvl,RnSiNc RESEARGN

evidence against him" (Broom and Selznick, 1963) . Although a person's attitudes and opinions might vary and conflict from time to time and situation to situation, values are felt to be relatively enduring and have strunger effce'tS on hohavicrr .

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get group . We show each res ndettt a list of values (see table 1) and ask him or her to indicate "Which five of these are most important in your life? "

Table I

Frequency of Values Chose n

Percent of samplC that in6catcd
vatuc is one of too live moat important in life (n - 55 )

Value Good healt h Family security Happlnets

F. Dm

- siw~ra~a 75
5a
40 33

Moral goodnes s
Self-respect Wisdo m Warm relationship World at peac e Accomplishmen t Interesting life

32 30
29 21 24

1s
15

Comfonablo life 1 s Inner harmony

15

Self-confidence 13 Mature IoW 1 3

Self-expression
Eouallty, ing life

12
11

'the values in Table 1 represent a combination of values from the Rokeach and LOV value surveys, although any list of values could he used depending on the purposes of the research and the nature of the sample. We then give the respondent a list of plo'llt is from ntatty different categories (see the Appendix) and a.-k, for each of the five values, "Please indicate which five of these items most facilitate or make this value possible? If (value) is thou ht of as a feeling, which five of these most give you this feeling?" Finally, we ask, for each product, "How does this product facilitate or enable this feclingr' This last question provides us with whet we call the "means" or an intermediate step between end values and products . The import :mct' of thin : last question is in elttciclating what the respondent realty means by any single "value ." He is given a chance to explain its manifestation more openendedly . It also helps us begin to interpret causality . In a pilot test of the ntetitud, a young male respondent indicated that a very important value in his life was self-expression . This respondent also said that he mainly expresses himsotf through live products . The products he selected and the "means" through which they facilitate self-expression are : sports cars--"Because 1 can go fast"

skis-"To go fas t

s hair coloring-"To look cool" running shoes--"Have time to think " s fennis racquet "I Can play it many different ways "
Thus, the type of chain we ntiy lit rise to rvitnsc'nt this respondent and how he satisfies this tore value might look like that shown in Figure 1 .

Salvatio n
Easy lite Material comfort

Fur certain types of valueproduct combinations, the exerci5c is clear and straightforward . For example, when a value is an obvious result of a given product ("1 feel secure knowing I have a smoke alarm"), respondents have an easy time . Even when they are foramd it, make more connotative connections, however, they do not have much difficulty . For example, when asked to descrilx products that represent "moral goodness," respondents in this study listed everything from yogurt and peanut butter to books . personal computers, and running shoes . Of 55 women who were Interviewed . only one had difficulty with the task and could not complete it . Once we have used the method to assemble a set of values, means . and related products, we know what drives consumption . We have a much clearer idea of key forces and motives driving our target and how they impact specific product wants . Also, we have translated an abstract term such a s

Figure I
Value = Means = Product Chain (for young male respondent)
Value Means qo last 5etfexpresslon Product
lip opens car ` 'e skis

Competence 4 Pleasure 4

Now experience 2 Social racoanIllon 0 Nallonat security 0 Control 0

loots cool hair onlocirif ; have Sme to think ------I- runr&Q show tea In many different hays --N' 1winis MOW N

World of beauty 0

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,,self-expression" into tangible products . This information can help fuel advertising copy devett pment . It t m also hell) provide direction in new product development . Clark and Fujimoto (1990) note how dc,ignerti today tlesig;n new cars and other products around key themes or meanings .
enewoom Table 2

The successful I londa Accord was developed around five themes or value statements : "I .ove forever," "of+en minded .' " ti fl.Ily communica ion," "tough spirit," and "stress-free ." Honda arrived at these values through inttmihl meelings aiid planning; sessions . They might have been even more successfu l

with this car if they had designed it around values based on consumer research . Certainly, American ;uttumobile designs over the last 50 years hove refleeted dominant American values. The optimism and exciteIticnt of the sly-we age 1950s were evident in the large, finned car bodies of the time, and anti-

Products and Means Expressing Good Health Value

v-toe Means
,eIalow sugar low calories cure headaches keep tooth cleanliness kill perms feel / Product red wins hot tu b diet cola pain retlawr tuothbrutl h dishwasher happy flowers

team about health kkviflon -" mental health book s

shin day riyht music tn:..lrumonl breakfas t

good

diet

apple

goad nutrition chicken health as octated with goodness mil k

help with allergies air conditioner ti rest stay hoot ---bed

-- -_

skha ----- - `---- - bicycl e s garening runnin shoe

qui t tennis FAc4uot exercise machin e

exercise

elp digestion
low ta tfiber natural ~~^~

cerea l

fruit
vagotabl" ~ ,d iandns

tool young energy

calciu m soothe ttomac hlowcestrol

..

- juice yogur t

----

. ,

chicken
fish

good tril pure ------ -- -- = bottled water no sedimen t yrve healthy image cosmeIIC$ feel clean soap deodorant shampoo

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ntntrri ;tli:atf valur:f cti lhi' lair P RAN spurted Vuiiswil . ei y81cs . Values of Middle-Aged Mothers . To illustrate the method, we conducted a study of values and product references among 55 mothers aged 30 to 50 . Each interview lasted approximately 2,5 minute . Questions followed the format described above .

Results
I he Ireyutncy tvunts of the values chosen by the 55 respondents art- provided in Table 1 . As the data indicate, we found a rather large Spread of priorities over the list of values . The five highest ranked values arc "goo d t,d health," "family security," "happiness," "freedom," .

aitlt "moral y;l+c+tItt tiv," I Wall it is it,, idtvitni%ccuiten i mid makes sense in terns of the wumens' ages (some near 5t)) as well as the attention given health by the media . Security needs also make sense given the uncertainty of the economy . Happiness and freedom seem to be common, popular values since they also scored high in a similar, smaller

Table 3
Products and Means Expressing Family Security Value Value Meart s
Product

financial security mutual fund teals stable feels sale . secure house meets all our need s a plow to be -- ,_` have enough money to own swimming pool clothing personal checks running shoes '~= food appliances can go anywhere don't have to take bu s

child se-al

can Ao In . help -- c+n do sit you need to - --~1' car

sate For family rj can lake sick kids to docto r

alarm system smoke alar m

family security

rr

new in my work symbol of promise can slay in touch

personal computer

wedding rin g
small telephone breakfast ldwlsion

__ family Is together

warmth can provide for family teal socially accepted IceNngc with kids --

dining room couch bed blanket refrigerator blue leans

cookies milk

drugs
Ie Waion raineost toothbrush dishwasher cleanser s

bottled water frozen foo d 94

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Table 4 Products and Means Expressing Happiness Value

Yates Means Product get rid of headache pain reliever tastes good chocolat e radio -^~ Croat

relax

bowiin g music instrument

pleaauta to the sense s

the ki.ds t/D peppy swimming pool C1IBlr CIs e ----A

share with utters --d o

Jewelry ski s cookie s \~\~'~- mekv nusb.nd happy ' ..= coot ht surnnxrr

- hot tub
ufr CplNbbotlur stereo cofes an dolls microwave oven order pizza

music \\ teal warm

\ - 11pe collect cook leftovers fas t

marriage symbol ----- -

where family is
fuel secure liko to decorate
take rou places ---nice to have new ca r

wedding ring
--house

freedom
haye :omalhing new Seel better about sel l
don t nave tD krok W d

car comers scuba gear Clothes

cosmetics hair Colorin g

remind me of nature - -~ I lik e to gal them beauty -

flowers

test of the method using young adult male respondents . The atrnctrn for moral gtxldncss might reflect the recent L .S. shift toward more conservative values . At the bottom of the list, the women Seem to place relatively low importance on social recognition, control, world of beauty, and new cxperienkra . Tables 2 through 6 show the

results for the top five values . Fach table represents a value (at left) and all of the mt',ns and products which are involved in the fulfillment of that value . Taken together, these tables represent key life wants and consumption patterns for middleaged mothers . They provide fairly comprehensive answers to the questions, who is the target and Whitt du they want?

At first glance, the value charts appear to he very cnmplicatetb, Will' tut . of lines, differ . ent products, and different means . (It helps to lay all charts out, side by side, to capture the full effect of a target group and what it valut_s .) ;While the charts might look complicated, this is probably how values are mani. (est in real life . Obviously, even within a specific target group ,

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fable 5
Products and Means Expressing Freedom Valu e
Value Means Product personal Check silk personal computer running shoes chr airplane luggag e
ice skates camere bottled water

skiing bicycle lightin g

can wear whatever I went Can plant whatever I want up In air

cosmetics garden supplies parachute hang glide r

boat art "'- music Instrument

dress no cen5omhip Senw lantesy books ~~ ~~ r-- --- tefevb can read or say anything news y radio g
.-~ ((02e 0

of

\\\ lve me time -

don't think about anything -"` rollorbledes

happiness (see Table 4) means many different things to different people . Together, Tables 2 through 6 represent what Rhea (1992) calls the "life context" for a new advertising campaign or new product . It is interesting to explore flow some of these values are interpreted by the. target. Consider the first value, "good health ." This value is Sought in the usual ways, including exercise, (skis,

golf, tennis), low sugar and low calories (diet products), and tow cholesterol (fish, c)iicken) . However, as shown in Figure 2, there were also a number of associations which toncerned cleanlines . The marketing ; implications here for cleaning products are dear . Insofar as these women seek health benefits, marketers of cleaning products are welladvised to stress health features, particularly as these amcern the

removal of impurities . In fact, any product--Meaning or notwhich might filter out impurities (air conditioners, vacuum cleaners, auto exhausts, coffee filters, window screens, shades) might stet ss health benefits . The value of family security is defined not only in terms of physical safety ("feels safe""house") but also in terms of "having. enough money ." Apparently, certain possessions sig-

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0 H] E H V A Ti Ot

Table 6
Products and Means Expressing Moral Goodness Valu e
value
Moans
Product greeting cards

nurturing take care of sell give gifts make yourself happy can go help panple self-improvement --find moaning of life -hwrr Christmas music -

--- baked goods --- vitamins --- craft s --- furs

moral
goodness

bicycle swPmming poo l do something for call running shoe s

bread coat blanket clothing

yogurt frui t
- soup newspapers personal compute r hous e

peanut buffer

nify to these women that "because you have these things , r ou must have t-nrui ;h rniry . . . nit .rustinbly, in an Carty lest of the method among 30 young adult males . family security also . sti red very high . Among this 8n)" p, however, a key product which facilitated this value was the personal computer . To young males, the personal com-

puter represented security because it enabled family members 11) "keep till with flee reel of suciely, to be comfiected with the world . "

The value of happiness is manifested largely in things anal uctivitics that itlvolve hums, family, and friends . The women note that happiness particularly involves sharing things : movies,

television, desserts, food, vacations, iund swimming pools . At ihi carne time, ituwovt'r, tlivre also appears to be a strong sensual component to happiness, for example, talky good -+ c httcolat e

pleasure to senses -* musical instrumen t s feel warm --, coffee

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Figure 2 Good Health and Associations with Cleanliness

Ku 9rmS * dishwasher Feel Clean oo.,nlottc.: soap rfeodofanl

they it "deserve a break today," that it is morally roriect to treat themselves :

s hampoo
No Ndurwnt ---~ baffled wate r

s make you feel better -flowe r s do something far self running shoe s take care of self - vitamins a self-improvement books s make yourself happy furs s feel good when sick > sou p

lax/hut tub ." Our task is to read through each link: and find an interesting, compelling match for children's clothes . The eighth tape is, "good health/kill germs/ dishwasher." Could children's clothes be impregnated with germ-fighting chemicals?

()[her tapes and possible positionings for this category are as follows : Tape Children's Clothin g

s cool in summer -+ air conditione r s beauty , flowers In the values srtttiy of young males reported earlier, freedom was defined largely in terms of being able to "go anywhere-" Young males particularly liked
'f-road vehicle., scuba diving, .,ackpacking, and running product, . Women in this study, in contrast, defined freedom more in terms of freedom from constraints . Some of the meansproduct combinations here nicludett :

Value Research and Copy an d Product Development

To repeat, the goal of laddering and motivation research is to answer the question, what is this product all about? In our appn>:+ch, the goal is to answer the question, what is the person all about? With information about key target values, we are able to develop advertising, positionings, and new products which leverage these values . If we (1111Ik Of oath key valor' AS it motive or drive that is seeking to getout, we can position prodticts to be on the receiving end of these drives. In other words, we design, name, package, advertise, distribute, and price products to satisfy consumer life wants .

. good health/ anti-allergy help with allergies/ air conditioning good health/ natural natural/fruit fabric good health/ exercis e exercise/ clothes run shoe s family security/ built-in safety/ alarms alarm system happiness/ funny Liugh/televisiurt designs freedom/ design-itexpress self/ yourself art Moral design goodness/ clothes to give to others/ be passed clothes on Children's clothes could be designed so they block allergic reactions and facilitate exercise (crawling, climbin~, falling) . They could be designed and advertised so they facilitate the mothers' creativity and design sense . They could be built tough, particularly to be passed on, and make the donor feel good in the process . In short, there are many possibilities for new children's clothing which are grounded in key target values . While we do not dictate styling directions to designers-nor copy directions to

can do what I want --I, personal chec k s nn censorship -- books cart read or say anything -i newspapers s women now own house s old enough to buy -- scotch s I can come and go -' house The women defined the fifth value, moral goodness, mainly n terms of doing things for other people . 'they like greeting cards because one can "communicate with other people" and because they have "warm sayings ." Similarly, bread, coats, and blankets were mentioned in connection with the goal of "giving to others ." At the same time, the women also seem to deline mural g tociness as fining something for themselves . Based on some of their answers, it may be that they feel that, in (act,

Suppose, for example, that we are a marketer of preschool childrrn's clothing and our target is mothers . We know that mothers place considerable importance on good health . The Health Tex line of children's clothing is tough and can take repeated wi shings . At the same time, however, there are many other ways children's clothing could address health goals . Thus, let us consider each line in Tables 2 through 6 front end value ltl product as an individual "tape ." The first tape in 'f'able 2 is "good health/relax/red wine ." The second is "good health/rc-

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1)11S t :H V AT) ON S

npywriters-the values would 1rovlde good inspiration for creative work in both areas .

Conclusio n
Current research on values seeks to identify which values are associated with products manufacturers want to market and advertise . Values that are commonly associaled with these products then become the basis fur copy development and newproduct design . What this leads to, however, is lookahke advcrti: ; and product designs . Unless product meanings change in the populations, advertisers continue to associate the same values with the same products . By focusing on consumer value systems and how they evolve, marketers can identify ways to add new meanings to products . Brands and products can offer new benefits and play new roles in peoples' lives if marketers know how tot identify and track key values, understand their impact on consumption behavior, and apply them to new products and advertising . s References Jk, R., M . Wallendurf, and J .

Sherry, Jr. 'The Sacred and the Profane in Consumer Behavior : Theodicy on the Odyssey ." lournul of Cuuswutr RC_uatrrb 11, 1 (19H4)-.1- 38 . llracom, I . ., and P . Selznick . Sariology . I Iarper & (tow, 1963 . Clark, K ., and T. Fujimoto . "The Power of Product Integrity ." Ilanstrd Business Review 3, 6 (199(1) : 107-18 . Dichter, E . Handlnx>k of Consumer Molivations . New York : McGrawI till, 1964 _ lhcrgee, 1 . "Product Drama." Journal of Advertising Research 28, 1 (1988) : 42-49. Kahle, L . Social Values and Social Change: Adaplatiotr to Life in America . New York. Praeger, 19&1 .
Kamakura, W ., and T . Novak . "Value System Segmentation : Explorin the Meaning of LOV ." Journal of Cunsuaur Res arch 19, 1 (1992) : 119-32 . Kotler, P. Principles of Markctint . New Jersey : l'rvrttice 11 .111, 1991 .

Lifcstylrs . New York : Warner, 1983 . Mizruchi, E . H . "Success, Educational Values and the American Dream" In7he Substance of Sociology, E . Ff. Mizruchi, ed . New York: Appiclun-Century- . Crofts, 1967 . Myers, ) ., and A . Shocker . 'The Nature of Product-Related Attributes ." in Research in Marketing, J . Sheath, ed ., Volume 5 . )_A .I . Press, 1981 . Reynolds, T ., and J . Gutman. "l-addering, Theory, Method, Analysis and Interpretation ." Journal of Advertising Research 28, 1 (1988) : 11-31 . Rhea, D . "A New Perspective on Design : Focusing on Customer Experience ." Uesi,,rc Management Journal 3, 4 (1992) : 40-48 . Rukeach, M . Relic f, Attitude and Value. San Francisco . Josscy-lull, 1968 .
Smclaer, N . Sociology, An Introduction . New York: John Wiley & Sons, Inc., 1967 .

Mitchell, A . The Nine American

Wells, W ., and 1) . 't'igert . "Activities, Interests, and Opinions ." Journal of Advertising Rese .h 11, 4 (1971) : 27-35 . .arr

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Appendix aafter-ehava lotion -air Conditione r

atrpiarles - aluminum foil a apple s a appliance % an
a automotrites

candy
ii Gat

carpet . cerprto
. carrel

dictronuios diet cola a dishwasher .,tolls

a of i,UC

lawn lortillrer . leather

lighting

power toots . pretzels . radi o

s raincoa t s rairln s

wit surfboard a sweats ?

a luggage
maps margarine

s check
a cheese

a swimming pool a l-shi n

drugs

. Oggs
a fish

microwave oven
milk s motor oil motorcycle movie

a razor ratrlgarritor
. rice

a tea
. television
tennis racket .ties fires s toilet paper toothbrush toothpaste television

e ballpoint pens s batteries

Chewing vum s chicken

flowers
a frozen food . fruit furs

chocolate
a cigarettes
citrus fruit

ru m
. running shoes a salad dressing a sal t

a battery a bed
beer

musical instruments
a mustard newspaper

btgde blMkat boats a bougfeboard book s

bottled water iibiowting ball bowllt i q a broad a breakfut e butter s Cairo 9 Camilla

a Cleaning product Goals coffee a colas orrmb e compact disk a cookies cris"tlcs
. cnlton

. gloves
golf bait grefiny cards

quo
hair coloring hamburgers hang gliders s hats
hot tub . )lassie

nuts
pain rollover paint

paper napkins
parachutes .peanut butter
pencil

sausage scotch scuba gea r shampoo shoe silk

a vacuum cleaner vegetable

video games a vitamins

couch cracker
a Crearft

skiing a ski s snowmOhil e

soup

wallpaper
a wadding rings whiskey s wristwatch yogurt

deodor ants desserts

ice Cream s jeans s jolly .lawn mower

pllu no persOnai computer piano

spaghett i

s stereo

-Pica
a pOtalu chips

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Index of Advertiser s
.. . . . . . . . . . . . . . . . . . . .page 60 American Marketing Association . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Cover 4 . . . . . . . . ... . .. .. . . .... . .... . ... . . .. . ..... . . . . .. .. . . .. . .. . . . . . . . . . . The Burke Institute . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .page 8 (hcisitnt Analyst Inc . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Cover 2 Marro International . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .page 36 . . .. . ..... . . ... . . . . . . . . . .. . .... . .. . .. ... . . .... .. . . ......... . The Market Research Socicly . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .NBe 7 QRCA (Quali ative Research Consultants Aswe anon) .page 35 . .. . . . . . . .. . . ... . ... . . .... . ...... . . . .... .. .. . . . . .... Oniversity o( Illinois YresS . . . . . . . . . . . . . . . . . . . .page 1 . ... . . . . . . . . .. .... .. . .. . . . ... . . ... .... . . .. .. . ... .. ... . ... .. . . . . . Video Storyboard Tests . . .

http://legacy.library.ucsf.edu/tid/hwb14a99/pdf