A Means-End Chain Model Based on Consumer Categorization Processes

Gutman, Jonathan A.

doi:10.1177/002224298204600207

Cited by 1,547 publications

(1,414 citation statements)

References 9 publications

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“…This perspective-that personal values ultimately guide preferences and choice behavior-is consistent with expectancyvalue theories of attitude formation (Klenosky, Gengler, & Mulvey, 1993;Rosenberg, 1956). In means-end theory, this series of associations linking attributes to consequences, and consequences to personal values, is viewed as a special type of knowledge structure termed a "means-end chain" (Gutman, 1982;Klenosky et al, 1993;Reynolds & Gutman, 1984). One example of a means-end chain that might underlie a person's decision to visit a zoo would be as follows:…”

Section: Means-end Theorymentioning

confidence: 64%

“…Developed by marketing and consumer behavior researchers (Gutman, 1982;Reynolds & Gutman, 1988), means-end theory focuses on three key types of meanings: attributes, consequences, and values. Attributes are generally defined as the physical or observable properties or characteristics of the product/service in question; consequences as the functional, psychological, or social outcomes received or experienced by the consumer (Olson & Reynolds, 1983); and values as highly abstract beliefs about terminal end-states of existence that transcend specific situations and life contexts (Rokeach, 1973).…”

Section: Means-end Theorymentioning

confidence: 99%

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Put Me in the Zoo! A Laddering Study of Zoo Visitor Motives

Klenosky¹,

Saunders²

2007

Tourism Review International

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Understanding why people visit zoos and other nature-oriented attractions is critically important for developing exhibits and programming, as well as promoting the attraction to potential visitor markets. Means-end theory and its associated methodology known as laddering provide a useful framework for characterizing the relationships between the attributes of a choice option (such as a visitor attraction), the consequences (i.e., the benefits or costs/risks) associated with those attributes, and the personal values those consequences help reinforce. The present research uses this means-end perspective to explore the factors influencing people's decisions to visit a zoological park. A total of 138 visitors to Brookfield Zoo (a large conservation-oriented zoological park located near Chicago, Illinois) were intercepted onsite and asked by trained interviewers why they chose to visit the zoo that day. The interviewing technique known as laddering was then used to link the attributes of the zoo that influenced the decision to visit, to the consequences and personal values important to the visitor. Analyses of the resulting data provides an effective complement to traditional approaches for studying zoo visitation motives, and suggests actionable recommendations for managerial practice and future research efforts.

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Section: Means-end Theorymentioning

confidence: 64%

Section: Means-end Theorymentioning

confidence: 99%

Put Me in the Zoo! A Laddering Study of Zoo Visitor Motives

Klenosky¹,

Saunders²

2007

Tourism Review International

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“…Means-end chain (MEC) theory offers marketing managers a practical method for obtaining knowledge about the motivations driving consumers' buying behaviour (Gutman, 1982). The theory posits that behavioural motivation to consume is derived from how the consumer cognitively relates the product to himself.…”

Section: Introductionmentioning

confidence: 99%

The effect of product type on value linkages in the means‐end chain: implications for theory and method

Mort

Rose²

2004

J of Consumer Behaviour

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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.

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“…The questioning process continues until the respondent can no longer provide an answer. The laddering method follows the Means-End Chain Theory (Gutman, 1982) insofar as it has the explicit goal of determining sets of linkages between the key perceptual elements across the range of attributes (A), consequences (C), and values (V). Gutman (1982, p.60) defined Means-End Theory as follows: "Means are objects (products) or activities in which people engage (…).…”

Section: Usefulness Of Using the Laddering Interviewing Techniquementioning

confidence: 99%

“…The central stage of the analysis involves constructing a hierarchical value map (HVM) (Gutman, 1982), i.e. a graphical representation of a set of means-end chains describing an aggregate cognitive structure map .…”

Section: About Herementioning

confidence: 99%

How salespeople see organizational citizenship behaviors: an exploratory study using the laddering technique

Guenzi

Panzeri

2015

Journal of Business &Amp; Industrial Marketing

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Purpose – The purpose of this paper is to more thoroughly investigate the role of organizational citizenship behaviors (OCBs) in sales force settings and the reason why salespeople should practice OCBs. In fact, in spite of the huge body of literature on OCBs and their impact on performance, some important knowledge gaps still remain to be filled. Inconsistent and unexpected findings are particularly apparent in the relatively few studies investigating OCBs in sales forces. The authors argue that some specific characteristics of the selling job and related tasks make the analysis of the practice of these behaviors in the sales context particularly interesting. Design/methodology/approach – The authors explore which OCBs salespeople engage in, and analyze the perceived consequences of such behaviors using means-end theory and the laddering technique. They apply means-end theory and the laddering technique to interview a sample of salespersons from three companies operating in different business-to-business settings. Findings – The end result of the empirical analysis is the hierarchical value map showing a set of linkages among OCBs and their perceived consequences. In the perceptions of salespeople, OCBs play a strong utilitarian role in that they facilitate personal goal attainment. In salespeople’s minds, there are no relevant trade-offs between OCBs and task-performance as long as the former can be used to improve the latter. For salespeople, the path from OCBs to performance may vary, depending on whether the performance in question is organizational, individual or customer-focused. Finally, some OCBs apparently contribute to creating customer trust in the salesperson. Research limitations/implications – The findings add some interesting insights to the discussion regarding some controversies in OCBs literature, especially the interplay of contextual performance and task performance. Practical implications – Various types of OCBs can be encouraged through different managerial interventions. As an example, altruism can be fostered by appropriate recruiting criteria (e.g. using “attitude toward teamwork” as a key personnel selection factor), and by training initiatives and leadership style. Altruism can also be stimulated by an adequately designed organizational structure (e.g. team-based) as well as by adopting appropriate integration mechanisms that facilitate interpersonal and interfunctional cooperation. Sales managers can foster some OCBs by promoting knowledge sharing and reciprocal learning among members of the sales team, and by emphasizing the positive consequences of OCBs in all communication with salespeople. Originality/value – Findings from this study challenge some widespread assumptions about OCBs in general. In fact, most of the literature holds that OCBs are an example of prosocial behaviors. Actually, the findings suggest that in the specific case of salespeople, OCBs are ultimately self-directed, for the most part.

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A Means-End Chain Model Based on Consumer Categorization Processes

Abstract: To practitioner and researcher alike, consumer values play an important role in understanding behavior in the marketplace. This paper presents a model linking perceived product attributes to values.

Cited by 1,547 publications

References 9 publications

Put Me in the Zoo! A Laddering Study of Zoo Visitor Motives

Put Me in the Zoo! A Laddering Study of Zoo Visitor Motives

The effect of product type on value linkages in the means‐end chain: implications for theory and method

How salespeople see organizational citizenship behaviors: an exploratory study using the laddering technique

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