Rethinking the Analysis of Means-End Chain Data in Marketing Research
This paper proposes a new procedure for analyzing means-end chain data in marketing research. Most commonly the collected data is summarized in the Hierarchical Value Map (HVM) illustrating the main attribute-consequence-value linkages. This paper argues that traditionally constructed HVM may give an erroneous impression of the results of a means-end study. To justify the arguments, an alternative procedure to (1) determine the dominant attribute-consequence-value linkages and (2) construct HVM in a precise manner is presented. The current approach makes a contribution to means-end analysis, allowing marketers to address a set of marketing problems, such as advertising strategy.
Digital Object Identifier (DOI): doi.org/10.5281/zenodo.1080650Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 2436
 Reynolds, T. J., Gengler, C.E., Howard, D. (1995). A Means-End Analysis of Brand Persuasion through Advertising. International Journal of Research in Marketing 12 3, 257-266.
 Botschen, G., Thelen, E. (1998). Hard versus soft laddering: Implications for appropriate use. In I. Balderjahn, C. Mennicke, & E. Vernette (Eds.), New developments and approaches in consumer behaviour research (pp. 321-339). Stuttgart: Poeschel
 Christensen, G.L., Olson, J.C. (2002). Mapping consumers-mental models with ZMET. Psychology & Marketing 19, 477-502.
 Vriens, M., ter Hofstede, F. (2000). Linking attributes, benefits and consumer values. Journal of Marketing Research 12 (3), 4-10..
 Gutman J. (1997). Means-end chains as goal hierarchies. Psychology and Marketing 14 (6), 545-560.
 Grunert, K.G., Grunert, S.C. (1995). Measuring Subjective Meaning Structures by the Laddering Method: Theoretical Considerations and Methodological Problems. International Journal of Research in Marketing 12, 209-225.
 Gutman, J. (1982). A Means-End Chain Model Based on Consumer Categorization Processes. Journal of Marketing 46, 60-72.
 Aurifeille, J-M., Valette-Florence, P. (1995) Determination of the dominant means-end chains: A constrained clustering approach. International Journal of Research in Marketing Volume 12 (3), 267-278.
 Gengler, C.E., Klenosky, D.B., Mulvey M.S. (1995).Improving the graphic representation of means-end results. International Journal of Research in Marketing 12 (3), 245-256.
 van Rekom, J., Wierenga, B. (2007). On the hierarchical nature of means-end relationships in laddering data. Journal of Business Research 60, 401-410.
 Grunert, K.G., Bech-Larsen, T. (2005) Explaining choice option attractiveness by beliefs elicited by the laddering method. Journal of Economic Psychology 26, 223-241.
 Reynolds, T.J., Gutman, J. (1988). Laddering theory, method, analyses and interpretation. Journal of Advertising Research 28 (1), 11-31.
 Bruns├©, K., Scholderer, J., Grunert, K.G. (2004). Closing the gap between values and behavior - a means-end theory of lifestyle. Journal of Business Research 57, 665-670.
 Valette-Florence, P., Rapacchi B. (1991). Improvements in means-end chain analysis using graph theory and correspondence analysis. Journal of Advertising Research 31 (1), 30-45.
 Olson J., Reynolds T. (1983). Understanding Consumer-s cognitive structures: Implications for advertising strategy, in Percy L., Woodside A. (eds.), Advertising and Consumer psychology, Lexinton Books, Lexinton, MA.
 Devlin, D, Birtwistle, G, Macedo N. (2003). Food retail positioning strategy: a means-end chain analysis. British Food Journal 105 (9), 653- 670
 S├©ndergaard, H.A., Harmsen H. (2007). Using market information in product development. Journal of Consumer Marketing 24 (4), 194-201.
 Wagner, T. (2007) Shopping motivation revised: a means-end chain analytical perspective. International Journal of Retail & Distribution Management 35 (7), 569-582.
 Boecker, A., Hartl, J., Nocella, G. (2008). How different are GM food accepters and rejecters really? A means-end chains application to yogurt in Germany. Food Quality and Preference 19 (4), 383-394.
 Reynolds, T.J., Craddock, A.B. (1988). The application of the MECCAS model to the development and assessment of advertising strategy: A case study. Journal of Advertising Research 28 (2), 43-54.
 ter Hofstede, F., Audenaert, A., Steenkamp, J.E.M., Wedel, M. (1998). An investigation into the association pattern technique as a quantitative approach to measuring means-end chains. International Journal of Research in Marketing 15, 37-50.
 Grunert, K.G., Beckmann, S.C., S├©rensen, E. (2001) "Means-end chains and laddering: An inventory of problems and an agenda for research". In: Understanding Consumer Decision-making: The Means-end Approach to Marketing and Advertising Strategy, pp. 63-90, T. C. Reynolds & J. C. Olson (Eds.).
 Verplanken, B., Holland, R.W. (2002). Motivated decision making: Effects of activation and self-centrality of values on choices and behavior. Journal of Personality and Social Psychology 82, 434-447.