Product goals evaluation for smart socks by using laddering method and expectancy valuemodel

Turhan G.

4th Annual International Conference on Social Sciences, Athens, Greece, 24 - 27 July 2017, pp.44

  • Publication Type: Conference Paper / Summary Text
  • City: Athens
  • Country: Greece
  • Page Numbers: pp.44


To emphasize “why” and “how” a product is important in individuals‟ life, it‟s necessary to understand consequences of product attributes, named product goals. Laddering known as research interview technique was used to undercover the underlying goals for purchase or use of the product. Also, Expectancy Value Model was used to explore how consumers evaluate product goals, referring the multiplicative function of the importance and the probability of the goals occuring. A smart socks product is administered by conducting 80 persons studying in Nottingham Trent University, UK, in 2016. Corresponded to each product attribute, a complied list of product goals is reported and their expected value to consumers are weighed.