Consumer Behavior Affect and Motivation Laddering (Reynolds and Gutman) a qualitative, in-depth interviewing process designed to elicit means-end chains for a domain of interest (e.g., a product category); steps in a laddering interview: –determination of a representative set of brands in the product category; –elicitation of meaningful distinctions between brands (e.g., in terms of salient attributes) using direct questioning, triad sorting, preference-consumption differences, differences by occasion, etc.
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