Purpose – The purpose of this study was to demonstrate how the segmentation of voters based on decision‐making processes, using means‐end laddering research innovations and real‐time interactive online interviewing, can aid in the formation of political communications strategy, including...

There are ongoing questions in the literature and in the field about why, in spite of voter dislike, negative advertising continues to get widespread usage in politics. In a field experiment that assessed responses to actual ads shortly before the 2004 U.S. presidential election, we found that...

Purpose – This paper aims to outline the fundamental assumptions regarding the laddering methodology (Reynolds and Gutman), examine how some “hard” laddering approaches meet or violate these assumptions, provide a review and comparison of a series of studies using “soft” and “hard”...