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.

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