[1][2][3] This method is popular for some businesses when conducting research to understand the product elements personal values for end user.
Means-End Theory states that people choose a product because it contains attributes (the means) that are instrumental in achieving the desired consequences and fulfilling values (the ends).
To put it another way, consumer behaviour is dependent on how the user perceives certain product attributes, these are likely to have certain desired consequences, which are also seemingly beneficial to their individual values.
This means that the common generic means-end chain consists of attributes (A), consequences (C) and values (V).
A chocolate bar producer would do this test so they can match the most common terminal virtue to their product in an advertisement.