Chocolate Milk for Grown-Ups? Application of Means-End Chain Method

Speaking of adults wanting to feel young, a couple weeks ago I made an interesting discovery. My godfather is a major coffee snob who grinds his own beans and makes espresso in a classic stove-top contraption. Therefore, I was pretty surprised to discover a couple weeks ago that he had bought Starbucks' boxed "Caffe Mocha." As someone who routinely bemoans Starbucks' existence, it was quite a shock to find that he had not only bought the product, but liked it! As a CB experiment, I decided to ask him a series of questions in an effort to apply the means-end chain method to this scenario and figure out what motivated him to buy boxed coffee.

At first we started looking at the packaging. Was it the sleek design? The shiny paper surface? The unique box shape? The stripe down the back of the carton? Or was it the name: Caffe Mocha? He said that the name made it seem fancy, and that he liked the box's sleep and shiny appeal. We delved deeper: what about the consistence? The taste? We all took a sip and discovered it was rather thick and very sweet. I asked if he normally drinks coffee this sweet enjoys mocha. He said that he doesn't. Then I asked him what he feels when he drinks the mocha, and realization hit. He said it reminded him of drinking chocolate milk as a child. In the end, although he didn't realize it, he purchased the product on a whim because of his desire re-experience chocolate milk even though he was an adult.