Laddering, method, analysis and interpretation

The technique of laddering is a type of advertising research that is useful determining the attributes of products with regard to their inferential attitudes and values. The means-ends theory underlies the laddering method, as well as the means-ends chains depicting cognitive levels of abstraction: attributes, consequences, and values. The environment and technique required in laddering are discussed, along with interviewing methods such as the use of triads. Analysis of laddering data is provided with reference to more traditional methods, such as the hierarchical value map (HVM). The HVM is described in some detail, followed by an exposition of dominant perceptual orientations. Perceptual segmentation is discussed, which determines the weights of ladder components, and helps to develop and assess advertising from the viewpoint of values.