MP3 Laddering

21 Pages 5219 Words

Table of Contents


Laddering………………………………………………………………………………….2

HVM……………………………………………………………………………………....4

Attributes…………………………………………………………………………………..5

Consequences……………………………………………………………………………...8

Values……………………………………………………………………………………..17

MECCAS………………………………………………………………………………….21

References…………………………………………………………………………………23












Laddering

As a definition, laddering is an in-depth interview which takes attributes, values and consequences of a product and makes a “ladder” out of the answers that the interviewee gives. It tries to uncover consumers’ motivations underlying the importance of a products key attributes. Similar to something like this:
Values
Consequences
Attributes
The attributes are the lowest level which lead to consequences and the consequences lead to personal values, which are the highest level. It is a tailored interview that asks specific questions and gets specific answers in a certain sequence, with the goal of linking all the things mentioned above into a “ladder” as depicted in the example above. Laddering tries to probe the interviewee to think critically about the product in question for certain answers. (Reynolds, 1988)
Laddering is part of the personal values area that marketers use to market consumers products. It takes consume...