Essentially, ACV laddering is a probing technique that helps a researcher reach a participant's core value through conversation. ACV laddering breaks down the means-end-chain theory into three categories:
• Attributes (A): The characteristics a person assigns to a product or a system
• Consequences (C): Each attribute has a consequence or gives the user a particular benefit and feeling associated with the product
• Core values (V): Each consequence is linked to a value or belief system of that person, which is the unconscious (and hard to measure) driver of their behaviors.