The laddering interview and means-end chains research, undertaken to investigate Northern California consumers’ motivations to consume and purchase extra virgin olive oil, successfully identified attributes, consequences and values that are relevant to this consumer behavior. This research method focused on understanding the individual consumer as a person. The findings pointed out that despite the different levels of abstraction, the main purpose of uncovering the motivations underlying consumer behavior related to consumption and purchase could still be fulfilled. This research also pointed out the benefits of having a short exit survey to add information regarding consumer habits.