Measuring subjective meaning structures by the laddering method: Theoretical considerations and methodological problems

Abstract

Starting from a general model of measuring cognitive structures for predicting consumer behaviour, we discuss laddering as a possible method to obtain estimates of consumption-relevant cognitive structures which will have predictive validity. Four criteria for valid measurement are derived and applied, which refer to data collection, coding, and analysis. These criteria are evaluated using examples from a laddering study where additional data was collected to shed light on respondents' subjective interpretation of the laddering task as well as interviewers' experiences with it. Several possible validity threats are identified, and ways to improve the method are suggested.