Laddering reveals how the consumer associates product attributes with more abstract consequences and values.

Question

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Laddering is a technique used in market research that helps to understand the underlying emotions and values associated with consumer behavior. It involves identifying the product attributes, then asking a series of questions to determine the consequences of those attributes, and ultimately the values that are driving the consumer's purchasing decision. By understanding these underlying factors, companies can tailor their marketing strategy to better connect with their target consumers.

Laddering Reveals How the Consumer Associates Product Attributes with More