Understanding how people think through means and ends: An introduction to laddering

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• Dominic Yeo (University of Cambridge)
• Thursday 19 November 2009, 10:30-11:30
• Seminar Room, The Mond Building, New Museums Site.

If you have a question about this talk, please contact Michal Kosinski.

Why do people vote for Obama? What makes a YouTube video popular? How can we understand people’s goals for losing weight? Why do people recycle? Why do people buy iPhone? These are some of the questions that laddering can help to answer. Laddering or means-end chain analysis has traditionally been used by marketing researchers to identify and link attributes of products or services to consumers’ motives and values that ultimately drive their consumption. In recent years, laddering has been applied to study people’s motives for participating in a wide range of activities. The most valuable aspect of the technique lies in its ability to translate research findings into practical implementation strategies to enable policy makers, marketing practitioners or health planners to better design their campaigns and interventions.

This talk is part of the Cambridge Psychometrics Centre Seminars series.

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