This cluster of papers revolves around the application of laddering theory, means-end chain analysis, and personal construct psychology in understanding consumer cognition, decision-making processes, and value hierarchies. It explores qualitative research methods to uncover cognitive conflicts, psychological constructs, and the influence of personal values on consumer behavior in various domains such as food product design, brand choice, and online interactions. The cluster also delves into the use of laddering techniques in marketing research, psychotherapy, and understanding cognitive structures in different contexts.