ABSTRACT
Laddering and means-end chains are one of the most promising developments in consumer research since the 1980s. It is an approach that takes consumers’ individuality seriously but, nevertheless, comes up with quantitative results. It is rooted in a cognitive approach, and allows for emotional and unconscious (or, at least, semiconscious) factors. It is intuitively appealing to the practitioner but has, likewise, attracted academic research.
