Advertising Promotion and Other Aspects of Integrated Marketing Communications 9th Edition by Terence Shimp, Craig Andrews

Exercise 14

Using the laddering procedure that was described in the chapter, select a product category of your choice, interview one individual, and construct that person's hierarchical map, or ladder, for two product attributes that are important to that person. Use the types of probing questions listed in the chapter to see how this individual mentally connects the product attributes with consequences, and how, in turn, these consequences extend into valued end states. Be persistent!