laddering
Definition:
A PROJECTION TECHNIQUE used to help establish the underlying motivation behind consumer behaviour by establishing the perceived benefits derived from specific product attributes.
Cross-References:
[projection techniques]
Links:
Figures:
© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Michael J. Baker],.