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| Author: | Gutman, J. |
| Title: | Means-end chains as goal hierarchies |
| Journal: | Psychology & Marketing
1997 : SEP, VOL. 14:6, p. 545-560 |
| Index terms: | GOALS ACTION RESEARCH EXPECTANCY THEORY CONSUMER BEHAVIOUR |
| Language: | eng |
| Abstract: | The means-end chain (MEC) model is based on expectancy-value theory. Consumers' actions in choosing to use products and services produce outcomes, and consumers learn which outcomes they desire and which to avoid. Once they learn which acts produce desired/undesired outcomes, their choice is guided accordingly. MEC has been defined as a hierarchy of goals.Goals can be grouped into three levels: action goals; outcome goals; consequences. Data are presented that suggest that laddering takes respondents beyond the intended goals of their initial actions of choice. |
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