This study provides the first critical and systematic investigation of the literature on Means-End Chain theory after the groundbreaking book "Understanding Consumer Decision Making: The Means-End Approach to Marketing and Advertising Strategy" by Olson and Reynolds (2001). The sample of 157 articles published in the Science Direct, Emerald, and Wiley databases was investigated. The period covers scientific literature published from 2001 to 2018. The paper shows the main theoretical concepts, methodological approaches, research problems, and findings. The results of the literature review demonstrate that the Means-End Chain theory is an evolving area of research and is gaining importance in academia and management. Some important gaps in the knowledge of theoretical and methodological levels were identified, and the most important directions for further studies were proposed.

This methodological and concept paper reviews the role and complexity of the recently emerged yet already well-established value-based cognitive model-Means-end Chain (MEC). The paper compares the most commonly used approaches to MEC. It examines the compatibility of available models with the theory behind MEC, reveal the conceptual gaps and outlines opportunities for future research. Leading papers, books and publications on MEC address either technical aspects of the theory or the interaction of MEC and values. The present paper paves the way for understanding the MEC from a novel, motivational perspective by integrating micro-and macro-levels into the theory. The theoretical framework is based on a critical view of the scientific literature and includes the identification of methodologies focusing on laddering techniques, statistical methods and programmes to plot Hierarchical Value Maps. Particular attention is paid to extended MEC models intersecting with value instruments (RVS, LOV), lifestyle approaches (AIOs, RISC, CCA, FRL, etc.), dual process models (the Elaboration Likelihood Model and the Heuristic-systematic Model) and the Theory of Planned Behaviour. These are used to outline the prospects prevailing in modern marketing and consumer research. The results of the investigation point to opportunities for enlarging the latitude of MEC by integrating micro and macro elements to enhance the model with symbolism, dynamics and multi-dimensionality.

This methodological and concept paper attempts to combine the recently emerged, yet well-established, value-based cognitive model-Means-end Chain (MEC)-with the self-concept approach and the Behavioural Perspective Model (BPM). The paper has three aims: first, to elaborate the MEC theory, the post-modern approach of self-concept and the hermeneutical model based on radical behaviourism, BPM. Second, to discuss the similarities and differences with MEC and, third, to formulate a novel extended MEC metatheory. The theoretical framework is based on a critical overview of scientific books and articles. It includes an examination of the elements to enhance the MEC model with symbolism, dynamics and multi-dimensionality on the micro-level through integration of the self-concept approach. It also investigates the environmental, reinforcing / aversive and experiential aspects of the BPM on the macro level. The results of the exploration pave the way to the new research extended MEC-EMEC-which opens up new opportunities to redesign and re-systemise the interpretation and understanding of consumer behaviour.

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