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L5,6,7 Means-End Chain & Laddering & Measurement Scale (Construct,…
L5,6,7 Means-End Chain & Laddering & Measurement Scale
Construct
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Definition
- The definition of construct and contrast is egocentric:
● a construct has personal relevance
- Construct = a word to describe a phenomenon of interest
- Construct is defined in terms of
● An [physical, perceptual, concrete, abstract] object
● An Evaluative Dimension*
● Rater Entity (= who does the evaluation)
Personal constructs
- Construct systems give expectations that guide perception
● predisposed to interpret new information as familiar
● develop over life to assimilate new information
- People vary in the flexibility of their construct systems
- Constructs are organised hierarchically
- More abstract constructs have wider personal implications
Interpersonal Constructs
- Personal constructs are mental images of a real world.
● Because all people are (subtly) different, their construct
systems are all (subtly) different
- How well people understand each other’s construct system, indicates how well they can understand each other
- To understand someone
● you must understand someone’s constructs system
● You must see how someone sees the world
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Means-end chain
Connecting Products with Selves
Walker & Olson (1991)
- The constructs range from concrete to abstract
- The most concrete constructs are product attributes
- Those product attributes are important because they imply consequences (benefits) for the consumer
Consequences
- Product attributes deliver beneficial consequences
- ● Functional consequences are benefits of the product
● Psychosocial consequences are benefits to the consumer
- Consequences imply valued end states for the consumer
Subjective Meaning Structures
- Motivational Structures of consumer behaviour
● Predicting the behaviour of consumers
- Cognitive structures
● Understanding the individual consumer
- Or possibly both
Laddering
Hard laddering
- Respondent is forced to produce ladders one by one
- Subsequent answers reflect increasing levels of abstraction
Soft laddering
- Does not restrict the normal flow of speech
- Respondent is allowed to use lower levels of abstraction
- Respondent is allowed to retrieve several answers
● Forked ladders
● Pursue different forks subsequently
Construct [C-OAR]
An object of focus [L7 p12]
- Concrete Singular Object, eg. coke
- Abstract Collective Object, eg. Soft drinks
Heterogeneous objects that form a category
- Abstract Formed Object, eg. Marketing, Capitalism
Object that is composed of different, possibly unrelated, components
Represented by main components that jointly define the object
Evaluated by an attribute of the object (L7 p14)
- Concrete Attribute
● Simple measurement by a single item
- Eliciting Attribute / Reflective Attribute
● Set of items measuring a sample of concrete attributes
● Scale MUST be one dimensional
- Formed Attribute
● Set of items for concrete or reflective attributes
● Measured attributes define the construct
● Scale must be multi-dimensional
- Search attributes
● Can be evaluated before purchase
● Search of information for optimal choice
- Experience attributes
● Can be evaluated during use
● Post-purchase satisfaction + optimisation over time
- Credence attributes
● Can not be evaluated by the consumer
● Have to accepted in ‘good faith’
And by the rater who does the evaluation
- Individual rater
● Self reports
● Analysed for classification, for individual differences
● Used for multivariate analyses
- Group raters
● Representative sample drawn for a population
● Analysed for population scores
- Expert raters
● Trained
● Analysed for classification of objects