Topic
Laddering
About: Laddering is a research topic. Over the lifetime, 476 publications have been published within this topic receiving 18060 citations.
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TL;DR: The focus of this article is on detailing the specifics of the in-depth interviewing and analysis methodology, termed “laddering”, for uncovering means-end hierarchies defined by these key elements and their linkages or connections.
Abstract: Personal values research in marketing has recently received a substantial amount
of attention from both academics and practitioners. This more in-depth profiling
of the consumer and his or her relationship to products offers potential not only
for understanding the “cognitive” positionings of current products but also
permits the development of positioning strategies for new products. Endorsing
this more psychological view of the marketplace, Sheth (1983) suggested that to
be competitive in marketing products in the 1980s, both researchers and
management are going to have to, if they have not already, adopt this consumerbased orientation rather than one that merely focuses on product characteristics.
1,811 citations
TL;DR: In this article, the authors explored the values that underlie consumers purchasing decisions of organic food and found that most consumers associate organic at first with vegetables and fruit and a healthy diet with organic products.
Abstract: Purpose – The purpose of the paper is to explore the values that underlie consumers purchasing decisions of organic food.Design/methodology/approach – The paper draws on data from focus groups and laddering interviews with a total of 181 regular and occasional consumers of organic food that were contrasted with survey results of other studies.Findings – The results show that most consumers associate organic at first with vegetables and fruit and a healthy diet with organic products. Fruit and vegetables are also the first and in many cases only experience with buying organic product. The decision‐making process is complex and the importance of motives and barriers may vary between product categories.Research limitations/implications – While further research would be required to facilitate full understanding of the consumer‐decision making process with regard to organic produce, this work indicates the complexity of the process and the likelihood of variation between different product categories. Future re...
1,133 citations
TL;DR: In this article, the authors present partial results from an Italian study on consumer perception and knowledge of organic food and related behavior, using the means-end chain model to link attributes of products to the needs of consumers.
Abstract: The paper presents partial results from an Italian study on consumer perception and knowledge of organic food and related behaviour. Uses the means‐end chain model to link attributes of products to the needs of consumers. In order to provide insights into consumer motivation in purchasing organic products, 60 respondents were interviewed using “hard” laddering approach to the measurement of means‐end chains. The results (ladders) of these semi‐qualitative interviews are coded, aggregated and presented in a set of hierarchical structured value maps. Even if organic products are perceived as difficult to find and expensive, most consumers judge them positively. All consumers associate organic products with health at different levels of abstraction and want good, tasty and nourishing products, because pleasure and wellbeing are their most important values. Results show that differences exist between groups of consumers with respect to their frequency of use (experience) of organic products and level of information (expertise). Reports and discusses results on consumer cognitive structures at different level of experience.
757 citations
TL;DR: In this paper, the authors discuss laddering as a possible method to obtain estimates of consumption-relevant cognitive structures which will have predictive validity, and four criteria for valid measurement are derived and applied, which refer to data collection, coding, and analysis.
576 citations
01 May 2001
TL;DR: Reynolds and Westberg as mentioned in this paper used Laddering methods to identify means-end chains and developed an approach to understand consumer decision-making, and developed and assessed advertising strategy.
Abstract: Contents: J.A. Howard, G.E. Warren, Foreword. Preface. Part I:Introduction. J.C. Olson, T.J. Reynolds, The Means-End Approach to Understanding Consumer Decision Making. Part II:Using Laddering Methods to Identify Means-End Chains. T.J. Reynolds, J. Gutman, Laddering Theory, Method, Analysis, and Interpretation. K.G. Grunert, S.C. Beckmann, E. Sorensen, Means-End Chains and Laddering: An Inventory of Problems and an Agenda for Research. T.J. Reynolds, C. Dethloff, S.J. Westberg, Advancements in Laddering. C.E. Gengler, T.J. Reynolds, Consumer Understanding and Advertising Strategy: Analysis and Strategic Translation of Laddering Data. Part III:Developing and Assessing Advertising Strategy. T.J. Reynolds, J. Gutman, Advertising Is Image Management. T.J. Reynolds, A.B. Craddock, The Application of the MECCAS Model to the Development and Assessment of Advertising Strategy: A Case Study. J.R. Rossiter, L. Percy, The a-b-e Model of Benefit Focus in Advertising. T.J. Reynolds, D.B. Whitlark, R.B. Wirthlin, Effectively Translating In-Depth Consumer Understanding Into Communications Strategy and Advertising Practice. T.J. Reynolds, C. Gengler, A Strategic Framework for Assessing Advertising: The Animatic Versus Finished Issue. Part IV:The Means-End Approach to Developing Marketing Strategy. T.J. Reynolds, J.P. Rochon, With S.I. Westberg, A Means-End Chain Approach to Motivating the Sales Force: The Mary Kay Strategy. T.J. Reynolds, J.P. Rochon, Consumer Segmentation Based on Cognitive Orientations: The ChemLawn Case. T.J. Reynolds, J. Norvell, Fund-Raising Strategy: Tapping Into Philanthropic Value Orientations. J.A. Norton, T.J. Reynolds, The Application of Means-End Theory in Industrial Marketing. T.J. Reynolds, S.J. Westberg, Beyond Financial Engineering: A Taxonomy of Strategic Equity. Part V:Theoretical Perspectives for Means-End Research. C. Claeys, P.V. Abeele, Means-End Chain Theory and Involvement: Potential Research Directions. J.B. Cohen, L. Warlop, A Motivational Perspective on Means-End Chains. R. Pieters, D. Allen, H. Baumgartner, A Means-End Conceptualization of Goal-Directed Consumer Behavior.
459 citations