Now is the time to embrace interactive electronic applications of Association Pattern Technique

Lizette Diedericks, Alet C. Erasmus and Donoghue, Suné

Journal of Retailing and Consumer Services, 2020, vol. 56, issue C

Abstract: Over time, researchers have explored and used diverse methodologies and innovative techniques to gain a better understanding of consumer behaviour. The laddering technique, in particular, has drawn considerable interest in recent years. Scholars across various fields have produced valuable findings using the Association Pattern Technique (APT) as a hard laddering technique. Compared to soft laddering, however, its potential to uncover consumers’ behavioural processes has not yet been optimised, probably due to several misconceptions. Following a systematic review of APT studies, prevailing issues are highlighted and an interactive electronic APT is proposed as a useful guideline for expanding future consumer behaviour research with actionable implications across different disciplines, including retailing.

Keywords: Association pattern technique (APT); Interactive electronic research; Hard laddering; Means-end; Systematic review (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:56:y:2020:i:c:s0969698919307805

DOI: 10.1016/j.jretconser.2020.102191

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