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| Author: | Mort, G.S. Rose, T. |
| Title: | The effect of product type on value linkages in the means-end chain: implications for theory and method |
| Journal: | Journal of Consumer Behaviour
2004 : MAR, VOL. 3:3, p. 221-234 |
| Index terms: | Consumer behaviour Matrix analysis Motivation research Products Value analysis |
| Language: | eng |
| Abstract: | Means-end chain theory proposes that consumer motivation is developed through hierarchical linkages between attributes, consequences and values. On the contrary others have argued that there is much more immediate impact of values on motivation. The research aims to explain these conflict views by creating and testing a hypothesis which proposes that the role of values in consumer motivation differs by product types. An adapted association pattern matrix technique was used to test the differences between utilitarian and non-utilitarian products. Limitations, implications for MEC theory and future research are discussed in the end. |
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