Re: Introductory Comments

Robin Hill (BSRAH@TWP.AC.NZ)
Fri, 17 May 1996 16:17:21 +1300


FVB (Feelings, Values, Behaviour) analysis is a close relative of
laddering technique. I'm not an expert with this, but my notes tell
me the following. The procedure requires elicitation of constructs
to begin with. A pole of a construct is presented to an individual
who is then asked what a person characterised by that pole would
value. For example, if the construct was "warm -- cold" the
individual might be asked "What does a warm person value?" The
response might be something like "They value friendship."

Next, the individual is asked how a person who values that, may feel.
"How does a person who values friendship, feel?" The response back,
might be something like "Comfortable." Thirdly, the individual is
asked, how a person who values the former response would behave. "How
would a person who values friendship behave?" The resonse might be
"Extraverted, willing to approach people, smiling and at ease."

We would identify, with this individual, some alignment of the
constructs warmth, friendship, comfort, and behavioural reflections
of these as extraverted behaviour, approachfulness, smiling and so

For me, FVB analysis does not suggest levels of superordinacy as
formally as Laddering Technique - it only hints at it. Therefore I
tend to use Laddering straight off. (I use Pyramid technique to
generate alternative words when I can't solve a crossword clue !!!!
My apologies to its creator!!!).

Hope this helps, John.

Dr. Robin Hill

Senior Lecturer & Research Leader
Department of Business Studies
The Waikato Polytechnic
Private Bag 3036
Hamilton 2020
New Zealand