In recent years, means-end chains and the laddering technique as a way to measure them have become popular in consumer reserach. At the same time, however, a substantial amount of critique regarding the validity of the theory as well as the method been publsihed. Some of this critique relates to the use of laddering with low involvement products (Durgee, 1986), the neglecting of the situational factor when doing laddering interviews (eg, Pieters, Steenkamp, & Wedel, 1992), and the lack of a from means-ends chains to constructs which ar e closer to the actual behaviour of consumers (Grunert & Gruenert, 1995). This paper reports on a study in which laddering was used to measure means-end chains for a low involvement product, explicitly controlling for situational factors. Also, a possible way of linking means-ends data to overall product percpetions is presented. The study is part of the Danish research project "Rape seed oil for human consumption". In Denmark, rape seed oil, li other vegetable oils, must be characterised as a low involvement product.
HHÅ forskning; MAPP
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21st Annual IAREP Conference, Social and Economic Representations, Paris, 1996