Laddering is a process of questioning which connects the attributes or characteristics of a product to the benefits that the product gives the consumer to the values those benefits serve in the customer's life.
ATTRIBUTES ------> BENEFITS -------> VALUES
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What a product is » What a product means
1. An attribute is a property of a product.
2. A benefit is how a product relates to a person.
3. A value is a need internal to a person.