Means-end chain (MEC) theory proposes that consumer motivation can only be understood in terms of the hierarchical linkages between attributes, consequences and values. Other researchers have suggested a much more immediate impact of values on motivation. Seeking to explain these conflicting views, this research suggests and empirically tests the proposition that the role of values in consumer motivation differs by product type and also tests that the linkages are not affected by individual differences in the need for cognition. A sample of 191 consumers indicated their motivation to consume utilitarian and non-utilitarian products using an adapted association pattern matrix technique. Responses were analysed using mixed-design ANOVAs with planned comparisons. Results indicate significant differences related to product type in the role of values in consumer motivation. Limitations, implications for MEC theory and future research are discussed.