Hard laddering: example of a paper-and-pencil questionnaire

A. Preliminary screening question

Have you have ever bought_________
Yes No
(“Insert the branded product”)?

B. Basic laddering questions

B1. We would ask you to think of your recent consumption experiences with ______________ (“Insert
the branded product”). Please list below at least five characteristics that best describe that product.

1._______________________________________________________________________________

2._______________________________________________________________________________

3._______________________________________________________________________________

4._______________________________________________________________________________

5._______________________________________________________________________________

If you find out more characteristics, please list them below:

_________________________________________________________________________________

B2. Think of your recent consumption experiences with ______________ (“Insert the branded
product”) and, by taking into account the above-mentioned characteristics, list at least five
consequences (in terms of advantages or disadvantages) you perceive from buying and consuming
that product.

1._______________________________________________________________________________

2._______________________________________________________________________________

3._______________________________________________________________________________

4._______________________________________________________________________________

5._______________________________________________________________________________

If you find out more consequences, please list them below:

_________________________________________________________________________________

B3. Finally, we get to ask you to focus attention on yourself. Think of your personal desires, goals, or
values you would like to attain in your life. Which of them do you hope to achieve by consuming
______________ (“Insert the branded product”)?

1._______________________________________________________________________________

2._______________________________________________________________________________

3._______________________________________________________________________________

4._______________________________________________________________________________

5._______________________________________________________________________________

If you find out more desires, goals, or values, please list them below:

_________________________________________________________________________________
C. Now consider the characteristics, consequences, and desired end-states (in terms of desires, values, or goals) as you have described above. Using the following basic framework,
please try to connect each characteristic to a specific consequence and each consequence to a desired end-state you hope to achieve by consuming ______________ (“Insert the
branded product”). First, list characteristics on the first column; then, consequences on the second one; and, finally, desired end-states on the third column. Note that the following
framework is flexible; therefore, feel free to add (or remove) linkages if you evaluate it necessary. For example, you can associate a same characteristic with two or more
consequences and end-states, and two or more characteristics with a same consequence and end-state.

Column 1: Characteristics Column 2: Consequences Column 3: Desired end-states

Box # 1: Characteristic 1 Box # 6: Why is this characteristic important to me Box # 11: Why is this consequence important to me
(insert a consequence)? (insert an end-state you hope to achieve)?

Box # 2: Characteristic 2 Box # 7: Why is this characteristic important to me Box # 12: Why is this consequence important to me
(insert a consequence)? (insert an end-state you hope to achieve)?

Box # 3: Characteristic 3 Box # 8: Why is this characteristic important to me Box # 13: Why is this consequence important to me
(insert a consequence)? (insert an end-state you hope to achieve)?

Box # 4: Characteristic 4 Box # 9: Why is this characteristic important to me Box # 14: Why is this consequence important to me
(insert a consequence)? (insert an end-state you hope to achieve)?

Box # 5: Characteristic 5 Box # 10: Why is this characteristic important to me Box # 15: Why is this consequence important to me
(insert a consequence)? (insert an end-state you hope to achieve)?

D. Socio-demographics

Gender M F Age ______ years

Thank you for participation.
E. Notes

If you have additional comments, feel free to report them below

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