What are the deeply held fundamental beliefs, values, attitudes and emotions that will lead customers/prospects to use the product?

This is a very complexed question to answer as Beliefs Values and attitudes as well as emotions determine a persons state of consciousness at the time.  Having said that it is important to note that beliefs firstly is influenced by your relation to your family and comunity and as you devleope over time you move from being egocentric to ethnocentric and later worldcentric.  Customers likewise will only be receptive to products that appeals to them at the time of their need as it arises.   Some customers will buy alcahol and others might not that is a belief that the product is not permissable for them.   Most people act on emotions and if a sales person can appeal to the emotions by carefully listening to the customer and paying attention to their needs then they will learn a wealth of information that will assist them in determining just at what stage a customer is and also through inquiry of the products the customer will reveal a great deal more about themselves.  So it is about dress, what they say and how they treat you the sales person.