Discussing Laddering Application by the Means-End Chain Theory

Authors

Tânia Modesto Veludo-de-Oliveira, University of São PauloFollow
Ana Akemi Ikeda, University of São PauloFollow
Marcos Cortez Campomar, University of São PauloFollow

Abstract

This article aims at analyzing laddering as a technique of qualitative research, emphasizing the procedures for data collection, analysis and interpretation, and its main limitations as well. “Laddering refers to an in-depth, one-on-one interviewing technique used to develop an understanding of how consumers translate the attributes of products into meaningful associations with respect to self, following means-end theory” (Reynolds & Gutman, 1988, p. 12). The critical literature review shows that laddering is useful in studies on human behavior, especially those related to the Means-End Chain (MEC) model. For a successful application, highly trained interviewers, homogeneous groups of respondents, and the Laddermap should be taken into consideration.

Keywords

Laddering, Methodology, Means-End Chain, Value, and Behavior

Publication Date

12-1-2006

Creative Commons License

This work is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 4.0 International License.

DOI

10.46743/2160-3715/2006.1651

Recommended APA Citation

Veludo-de-Oliveira, T. M., Ikeda, A. A., & Campomar, M. C. (2006). Discussing Laddering Application by the Means-End Chain Theory. The Qualitative Report, 11(4), 626-642. https://doi.org/10.46743/2160-3715/2006.1651