In Search of the Ethnocentric Consumer: Experiencing “Laddering” Research in International Advertising


  • Thi Minh Ho
  • Hugh M. Cannon
  • Attila Yaprak


One of the most exciting developments in the literature on advertising research has been the development of laddering, or means-end chaining theory. Whereas conventional attitude research focuses on superficial consumer predispositions towards products and brands, laddering links these attitudes with a deeper chain of motives, revealing different motives behind the same attitude. This, in turn, provides a rich body of material for developing advertising strategy. This paper applies laddering theory to the illusive concept of consumer ethnocentrism, developing an experiential exercise that will immerse students in a simulated cross-national advertising research project.