Laddering theory, method, analysis, and interpretation.

@article{Reynolds2001LadderingTM,
  title={Laddering theory, method, analysis, and interpretation.},
  author={Thomas J. Reynolds and Jonathan Gutman},
  journal={Journal of Advertising Research},
  year={2001},
  pages={40-79}
}
ersonal values research in marketing has recently received a substantial amount of attention from both academics and practitioners This more in-depth profiling of the consumer and his or her relationship to products offers potential not only for understanding the "cognitive" positionings of current products but also permits the development of positioning strategies For new products. Endorsing this more psychological view of the marketplace, Sheth (1983) suggests that to be comprehensive in… 

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