Diedericks, LizetteErasmus, Alet C. (Aletta Catharina)Donoghue, Sune2021-01-062020-09Diedericks, L., Erasmus, A.C. & Donoghue, S. 2020, 'Now is the time to embrace interactive electronic applications of Association Pattern Technique', Journal of Retailing and Consumer Services, vol. 56, art. 102191, pp. 1-10.0969-6989 (print)1873-1384 (online)10.1016/j.jretconser.2020.102191http://hdl.handle.net/2263/77951Over 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.en© 2020 Elsevier Ltd. All rights reserved. Notice : this is the author’s version of a work that was accepted for publication in Journal of Retailing and Consumer Services. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. A definitive version was subsequently published in Journal of Retailing and Consumer Services, vol. 56, art. 102191, pp. 1-10, 2020. doi : 10.1016/j.jretconser.2020.102191.Association pattern technique (APT)Interactive electronic researchHard ladderingMeans-endSystematic reviewPostprint Article