Multiple Choice
Which of the following is a criticism of the means-end approach and the method of laddering?
A) The laddering method "forces" interviewees to identify hierarchies among attributes, consequences, and values that may actually not have existed before the interview and absent the interviewer's directive probes.
B) Consumers may possess clear-cut linkages between attributes and consequences but not necessarily between consequences and values.
C) The ultimate hierarchy constructed through laddering is a crude aggregation of the A→C→V chains from multiple individuals into a single chain that represents the input into a MECCAS model.
D) None of these are correct.
E) All of these are correct.
Correct Answer:

Verified
Correct Answer:
Verified
Q1: Compare and contrast corporate image advertising and
Q2: Explain the six alternative creative strategies.For each
Q3: Which creative style does not focus on
Q5: The resonance creative style is most appropriate
Q6: Sunshield is a new line of sunglasses
Q7: Enjoying life and receiving pleasure are fundamental
Q8: Advertisements containing functional-only appeals are more effective
Q9: In the terms of the MECCAS model,an
Q10: Those performing the "creative" function in the
Q11: _ involves in-depth,one-on-one interviews that typically last