A method of abbreviating a laddering survey

Abstract

The attributes-consequences-values associations, embedded in means-end chain theory, are often seen as a representation of the basic drive that motivates consumer behaviour. Laddering is a technique used to elicit such associations (ladders) from the respondent's cognitive structure. Unfortunately, the procedure is time-consuming and requires a considerable physical and mental effort from the respondent. We propose a method of shortening a laddering survey, while controlling the amount of information lost. We show that a laddering questionnaire may be shortened by more than 50 per cent and still allow the generation of approximately 95 per cent of the ladders produced by the full set of questions. © 2009 Palgrave Macmillan.