The difference of religious sensitivities analysed by means-ends (chain) model through using laddering technique

"You convince using logic, but if you want to motivate, you have to do it through emotions. You do this by touching people's values," as Richard Wirthlin states, products also mean something to consumers. As a cognitive approach, the Means-Ends (Chain) Model also tries to explore consumers' interaction with marketing presentations such as goods, services and/or experiences by shedding light on their decision-making processes. Based on this approach , this study aims to compare the inclusive relationships between product characteristics of individuals who reflect religious values in different ways to their lifestyles, the results obtained and the final values achieved, and to determine the similarities and differences between them. For this purpose, the Laddering Technique, which is one of the qualitative research methods that is becoming increasingly important, was used and the data obtained from interviews on three types of products with two groups of participants were analyzed. Thus, our society which is characterized as polarized, observed this subject through a different model of how religious values have an impact according to the role they play in an individual's life when it comes to consumption.