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SUMMARY:Understanding how people think through means and ends: An introduc
 tion to laddering - Dominic Yeo (University of Cambridge)
DTSTART:20091119T103000Z
DTEND:20091119T113000Z
UID:TALK21092@talks.cam.ac.uk
CONTACT:Michal Kosinski
DESCRIPTION:Why do people vote for Obama? What makes a YouTube video popul
 ar? How can we understand people's goals for losing weight? Why do people 
 recycle? Why do people buy iPhone? These are some of the questions that la
 ddering can help to answer. Laddering or means-end chain analysis has trad
 itionally been used by marketing researchers to identify and link attribut
 es of products or services to consumers' motives and values that ultimatel
 y drive their consumption. In recent years\, laddering has been applied to
  study people's motives for participating in a wide range of activities. T
 he most valuable aspect of the technique lies in its ability to translate 
 research findings into practical implementation strategies to enable polic
 y makers\, marketing practitioners or health planners to better design the
 ir campaigns and interventions.
LOCATION:Seminar Room\, The Mond Building\, New Museums Site
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