Case Study Research on Means-End Laddering Chains

Abstract

Means-end chain (MEC) theory proposes that knowledge held in individuals’ memory is organized in a hierarchy with concrete thoughts linked to more abstract thoughts in a sequence progressing from means (i.e., brands and product features) to psychological and social consequences and finally to ends (i.e., fulfillment of personal values). This chapter proposes several advances in the theory. First, specific buying and consumption situations serve as frames of reference when consumers are thinking about products and alternative features of products and brands. Second, states of psychological imbalance may occur in consumers’ minds among linkages retrieved automatically for features/ consequences and consequences/values; thus, Heider's balance theory incorporates MEC theory and research. The theoretical and practical usefulness of means-end research increases by asking consumers to name an acceptable alternative to the product and brand used in a recent consumption situation, as well as an unacceptable option and to describe the features/consequences/values of these options. Consequently, alternative relationships of consumer/brands (e.g., casual friendships, marriages, enmities) become relevant for MEC theory. To examine the propositions empirically, this chapter describes psychological schemata for four MECs that combine two consumers’ recent consumption situations with personal values.