Ladder interview
Encyclopedia
A Ladder interview is an interviewing technique where a seemingly simple response to a question is pushed by the interviewer in order to find subconscious
motive
s.
The first responses are generally functional justifications, like "I went out with my friends because I wanted some pizza", or "I wanted some pizza because I used to eat it as a child"; but eventually the interviewer hopes to reach a virtue justification like "It's good to be childish". Then it is fair to conclude that the interviewee skipped class because he valued childishness.
in order to see what values inspire the consumption of the particular product. A chocolate bar producer would do this test so they can match the most common terminal virtue to their product in an advertisement. For example, the virtue
of justice
, or a virtue of efficiency, or in the above example, the virtue of childhood
.
Subconscious
The term subconscious is used in many different contexts and has no single or precise definition. This greatly limits its significance as a definition-bearing concept, and in consequence the word tends to be avoided in academic and scientific settings....
motive
Motive
-Creative or artistic work:* Motive art movement, a philosophical artistic movement started by the artist Blake Ward* Motive , 1990* Motive , 1990* The Motive, a punk band...
s.
Example
It begins with a simple question, and then another question is asked about that response. For example, an interviewer may ask: "How come you skipped class?" and the response may be: "I went out with my friends". The next question would be something like "Why did you go out with your friends?". Essentially, the format is as follows:- Interviewer: "Why x?"
- Subject: "Because z"
- Interviewer: "Why z?"
- Subject: "Because b"
- Interviewer: "Why b?"
The first responses are generally functional justifications, like "I went out with my friends because I wanted some pizza", or "I wanted some pizza because I used to eat it as a child"; but eventually the interviewer hopes to reach a virtue justification like "It's good to be childish". Then it is fair to conclude that the interviewee skipped class because he valued childishness.
Usage
This technique is used for marketingMarketing
Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...
in order to see what values inspire the consumption of the particular product. A chocolate bar producer would do this test so they can match the most common terminal virtue to their product in an advertisement. For example, the virtue
Virtue
Virtue is moral excellence. A virtue is a positive trait or quality subjectively deemed to be morally excellent and thus is valued as a foundation of principle and good moral being....
of justice
Justice
Justice is a concept of moral rightness based on ethics, rationality, law, natural law, religion, or equity, along with the punishment of the breach of said ethics; justice is the act of being just and/or fair.-Concept of justice:...
, or a virtue of efficiency, or in the above example, the virtue of childhood
Childhood
Childhood is the age span ranging from birth to adolescence. In developmental psychology, childhood is divided up into the developmental stages of toddlerhood , early childhood , middle childhood , and adolescence .- Age ranges of childhood :The term childhood is non-specific and can imply a...
.