Introduction to laddering theory

Thomas J. Reynolds and Jonathan Gutman were the founders and pioneers of the laddering theory. Originally, laddering came from consumer research, laddering is derivative from the Means-End Theory as proposed by Gutman. Means-End Theory states that people choose a product because it contains attributes (the means) that are instrumental in achieving the desired consequences and fulfilling values (the ends). To put it another way, consumer behaviour is dependent on how the user perceives certain product attributes, these are likely to have certain desired consequences, which are also seemingly beneficial to their individual values. This means that the common generic means-end chain consists of attributes (A), consequences (C) and values (V). ^[6]

Usage in marketing technique

This technique is used for marketing in order to see what values inspire the consumption of the particular product. A chocolate bar producer would do this test so they can match the most common terminal virtue to their product in an advertisement. For example, the virtue of justice, or a virtue of efficiency, or in the above example, the virtue of childhood.

The Laddering technique allows businesses get to know their customers better by asking them simple direct questions.^[7]

The interview environment

In the beginning of the interview process, the interviewer should build good rapport with the interviewee. Making the respondent aware that they will not be judged for their right and wrong answers. By adapting this technique of environment the purpose of the laddering interview can be accomplished.^[8]

Two basic problems of laddering

Before getting into this specifics of interviewing techniques, it is important to identify the problems associated with laddering. The two most common problems are outlined below.^[9]

Strengths and weaknesses of laddering

Features of laddering in qualitative marketing

This process seeks to understand why goods and services are bought by people.^[12]