These value dimensions- attributes, consequences and desired end states- are used to develop a value hierarchy. Attributes are found at the bottom of the hierarchy, consequences in the middle, and desired end states at the top. When describing the relative position of a dimension in a ladder or hierarchy, the terms "lower order dimension" and "higher order dimension" are often used.Also,a term such as "lower order consequence" may be used to describe the relative position of one consequence to another.By selecting the most important value dimensions from the interviews and representing them in aggregate in diagram,what customers value is both efficiently and dramatically displayed