Hierarchical Value Map Research Articles

Automóveis que Geram Prazer: um estudo sobre a conexão entre atributos e valores pessoais de compradores paulistanos

The objective of this paper is to evidence the cognitive structure of the values of automobile consumers from Sao Paulo, considering two models (one compact and another sportive) of a car maker. Specifically, this paper aimed to identify elements through a hierarchical value map (HVM), the attributes, the consequences and the values that characterize the perceptions of the consumers and respective connections among these. Therefore, thirty in depth interviews were performed with buyers of the two models. The qualitative Laddering technique (REYNOLDS; GUTMAN, 1988), based on the Means-End Chain Theory (GUTMAN, 1982), guided the collection, analysis and interpretations of data. The results point out that personal values are determinant aspects for the decision of buying such models and, consequently, should be considered for the elaboration of strategies of automobile design and communication. The analysis of the HVM highlighted that the main chains, for the two models, are started by the attributes: “internal trim” and “Design”. These items generate the perception of the value “Hedonism” - the most expressive state for the interviewees. This highlights the importance of this value in deciding to buy those two analyzed models.

Exploring tourists' nostalgic experiences during culture festivals: the case of the Sung Chiang Battle Array

This study uses the means-end chain (MEC) approach with fuzzy conceptualization and incorporates Kano's model to elicit perceptions of nostalgic experiences and to explore preferences for Sung Chiang Battle Array (SCBA) cultural festivals. We provide a hierarchical value map that fuses attribute–consequence–value chains and Kano's model to distinguish the relationships between the factors of nostalgic experience and tourist satisfaction. Fuzzy linguistics is adopted to address the ill-defined nature of tourists' linguistic judgements so that they can be interpreted for the proposed MEC. By applying the ‘laddering' technique to interviews with 178 tourists, the resulting linkages strengthen the ability to probe outcomes and values and to derive a cognitive representation of nostalgic meanings. The findings of this research imply that, overall, tourists experience three different dominant perceptual orientations for nostalgic experiences in SCBA cultural festivals: ‘Learning and the challenge of a new experience', ‘Culture and art appreciation', and ‘The link between history and emotion'. The study's findings have implications for researchers and practitioners interested in nostalgic tourism.

The Study on Hierarchical Value Map of College Students for Cigarette and Smoking applying Means-end chain theory and APT hard laddering

The Study on Hierarchical Value Map of College Students for Cigarette and Smoking applying Means-end chain theory and APT hard laddering

Beyond environmental concerns: using means–end chains to explore the personal psychological values and motivations of leisure/recreational cyclists

This study employs the means–end chain approach to explore the psychological values that motivate leisure and recreational cyclists. In-depth personal interviews with 60 subjects in Taiwan supplied data. The paper notes the growing importance of cycling for sustainable tourism in general, and slow tourism in particular. It examines the existing literature on cycling's perceived benefits. It finds that in addition to having conscious environmental concerns, cyclists seek security in many personal ways; major intrinsic motivational factors include competence mastery, solitude, exploration, physical challenge, adventure experiences, stimulus seeking, social encounters, and relaxation/escapism. The research produced a summary chart called a hierarchical value map that characterizes the key linkages associated with the particular experience domain of cyclists. Core values include happiness, belongingness, self-esteem, and self-actualization, all of which appear to be the end-states that the cyclists’ goal-striving would like to achieve. The values reflect the leisure/recreational cyclists’ engagement in this activity to fulfil basic and higher-order needs, based on Maslow's theory of a five-level hierarchy of personal needs leading to self-actualization. The study's findings have implications for researchers and practitioners interested in developing sustainable tourism and recreational opportunities that target cycling subcultures. A range of future research needs are discussed.

Influential Factors of Purchase Decisions of Sports Lottery: An Application of Means-End Chain Theory

Recently, the profit from sports lottery became an important source of funding for the development of Taiwan's sports industry. However, Taipei Fubon Bank, the first publisher of Taiwan sports lottery had given up to bid the operating rights, because of the deficit from poor sales. Therefore, this study focused to explore the influencing factors that affecting the purchase of sports lottery, and understanding what critical attributes of sports lottery could influence the consumer's perceived values and purchasing decisions. In this study, means-end chain theory and laddering methodology were employed to interview the consumers of sports lottery. The result of interviews were categorized with content analysis and expressed in hierarchical value map. The results shows 5 critical attributes of sports lottery (compensation rate, convenience of betting, sport types etc.), 13 consequences that were connected to the attributes (fun, enhancing social relation, wealth etc.) and 9 values that were connected to the consequences (excitement, sense of achievement, sense of belonging etc.). We concluded that the main path related to attributes of sports lottery was the link between pre-games analysis and consequences right betting decision, fun and enhancing social relation. The personal value, fun and enjoyment in life, was driven by the three consequences.

Valores Pessoais Envolvidos na Escolha de um Curso Superior: Análise Utilizando a Abordagem Meio-Fim

The investigation the reasons for choice of products and services by consumers stands out as relevant in the area of ​​market studies, as well as notes management for any organization. Through the Theory of Means-End Chain proposed by Gutman (1982), which relates the "means" (attributes and benefits) linked to the consumption of products or services with the "ends" in terms of personal values ​​achieved, it is possible understand of the meanings that consumers attribute the choice of products and services in a more abstract level. Thus, the objective of this study is to understand what aspects, considering attributes, consequences and personal values ​​guide the behavior of students in choosing the nursing course at a private institution of higher education. Based on the theory mentioned it was adopted the technique laddering, in-depth interview and analysis methodology and representation of the hierarchical value map, which was interpreted and analyzed in order to understand the cognitive structure of students’ choice.The analysis of the results indicate that students are guided primarily by hedonistic values​​ of happiness itself the choice of nursing in college studied.

Have You Switched to a Low-Carbon Diet? The Ultimate Value of Low-Carbon Consumerism

Since the 1990s many governments around the world have been encouraging their people to participate in green or low carbon living. With the background of rising consumer awareness in environmental protection, green consumption, and green marketing are receiving growing attention from consumers and enterprises. Therefore, the purpose of this paper is to identify the goals and values of 60 Taiwanese consumers in a low-carbon diet. This study uses the theory of Mean-end chain as basis, applying the “Soft-laddering” of “Laddering” to understand the perceived value of low carbon food in depth interviews. The results revealed that the attributes of users care for green living in the, order of, Less meat more vegetables, Seasonal food, Local food, Food with minimal artificial processing, Energy-saving preparation and Carbon footprint. After classifying by content analysis, we draw the Hierarchical value map (HVM) to explore that consumer’s pursuit of the final value and benefits by adopting a low-carbon diet relate to healthy living.

사회인 야구 동호인의 참여 속성, 결과 및 가치

The purpose of this study was to uncover the relationships amogn amateur baseball participants, attributes ,consequences and personal values to baseball. To achieve objecitves of this study, a survey based on themeans-end theory explaining the linkage of attributes-consequences-personal values was designed and performed. For collecting data, laddering method was employed foro ne-on-one in deep interview. In total, 70amateur baseball players from Busan and Gyeonggi-do were interviewed from August to October, 2013. After collecting data, content analysis was firstly employed b ytwo researchers to categorize and code theraw data into specific attributes, consequences and personal values. Secondly, implication matrix was constructedbased on coded data, which indicated direct and indirect relationships among attributes, consequences,and values. Thirdly, the HVM(Hierarchical Value Map) for this study was drawn based on the implicationmatrix. The study results indicated that the research participants meniotned ``uniform attachment``, ``baseball-relatedexperience``, ``baseball performance``, ``relationships with others`` and ``specific team preference`` as attributes ,``acquire a technique & improve skills``, ``self-esteem``, ``mental and physical health care``, ``a sense of belonging``,``challenge``, ``economic incentives`` and ``tension & thrill`` as consequences and ``fun``, ``self-satisfaction``, ``achievement``,``life-satisfaction`` and ``baseball identification`` as their personal values. The four core means-end chains for this study based on the HVM in, conclusion, were 1. ``baseball-relatedexperience`` → ``acquire a technique & improve skills``/``mental and physical health care`` → ``self-satisfaction``/``fun``, 2. ``baseball-related experience``/``specific team preference`` → ``tension & thrill``/``mental and physica lhealth care`` → ``self-satisfaction``/``fun``, 3. ``baseball-related experience``/``baseball performance`` → ``self-esteem``/``economic incentives`` → ``baseball identification``, 4. ``relationships with others`` → ``a sense of belonging``/``mental and physical health care`` → ``life-satisfaction``.

The role of personal values in Chinese consumers’ food consumption decisions. A case study of healthy drinks

Differences in culture, language, and behavior between Chinese and Western consumers make entering the Chinese market a challenge. Chinese consumers may desire similar product features (e.g. brand name, quality, and flavor) to Western consumers but the value that consumers attach to the same product may differ cross-nationally. Besides values, an understanding of desired product attributes and the consequences linking to these values is also important. To the authors’ knowledge, there is no published scientific research that investigates how personal values influence Chinese consumers’ food consumption decisions. The aim of this research was to identify the links among product attributes, consequences of these attributes, and personal values associated with healthy drink consumption decisions within the Chinese market. Specifically, this research employed means-end chain theory and used association pattern technique (APT) as the main data collection technique to identify these links. Focus groups (n=6) were held in Hangzhou, China to identify the important attributes and consequences involved in the consumption decisions of healthy drinks. These attributes and consequences along with Schwartz’s 10 basic values were used to construct the matrices included in the APT survey. A total of 600 APT surveys were administered in six different companies in Hangzhou, with 570 returned. Construction of the hierarchical value map (HVM) identified four of Schwartz’s personal values influencing Chinese consumers’ healthy drink consumption decisions: security, hedonism, benevolence, and self-direction. Food safety was the foremost concern for Chinese consumers when choosing healthy drinks. Chinese consumers also sought a good tasting and nutritious drink that was good value for money. Results from this study provide food marketers with an in-depth understanding of Chinese consumers’ healthy drink consumption decisions. Implications and recommendations are provided that will assist food marketers to effectively enact marketing strategies in China.

A consumer value analysis of mobile internet protocol television based on a means-end chain theory

With the rise of the 4G technology, TV or video services based on mobile devices have received increasing attention from consumers. Using means-end chain theory, this study examines the cognitive structure of mobile internet protocol television (IPTV) users. Here, the cognitive structure refers to the attribute–consequence–value linkage that consumers consider as important in mobile IPTV services. The study classifies consumers based on two dimensions (their gender and occupation) and presents hierarchical value maps of mobile IPTV services. For this, the study collects data on 112 potential users of mobile IPTV services by using the association pattern technique. The results indicate as the representative cognitive structure of men and students; as that of women; and as that of office workers.

The Comparison of Smartphone Users’ Hierarchical Value Map from Smartphone Addiction Degree

The Comparison of Smartphone Users’ Hierarchical Value Map from Smartphone Addiction Degree

Examining backcountry adventure as a spiritual experience

The study was conducted to establish an understanding of what is meant when someone describes a backcountry adventure as being a spiritual experience and to better understand the relationships between the attributes, consequences, and values (ACV) of these spiritual experiences. Interviews were conducted with 63 backcountry users in the region of Teton Pass, Wyoming. Informant statements were coded for content analysis and implication matrices were generated for the frequency of association between the ACV concepts represented in each hierarchical value map (HVM). An analysis of informant subgroups was conducted. The eight values identified represent what informants considered as their meaning of a spiritual experience. The most frequently expressed values were a transcendent experience (63%), increased awareness (46%), connection to others (43%), and a sense of fulfillment (29%). Other ACV concepts and ACV associations that contribute to spiritual meaning were identified. The findings could be useful for recreationists, program managers, marketers, and resource managers.

User adoption of social networking sites: Eliciting uses and gratifications through a means–end approach

This research examines users’ motives for adopting and using social networking sites (SNSs), with the aim of providing a better understanding of the fundamental reasons behind SNS adoption behavior. To uncover the relationship between the attributes of SNSs and users’ perceptions of their consequences and values, this study integrates a means–end approach with uses and gratifications theory and thereby extends the technique to a communication media selection context. Laddering interviews identify users’ perceptions of five attributes, 10 consequences, and four values associated with SNS adoption (i.e., Facebook). The results show that belonging, hedonism, self-esteem, and reciprocity are the four main values users attain through SNS adoption. Furthermore, the chains associated with SNS adoption can be represented in a hierarchical value map. This study should help practitioners design online communication platforms that more closely fit their users’ needs and provide users with safer, more friendly, and thus more attractive environments.

Exploring consumer value of multi‐channel shopping: a perspective of means‐end theory

Purpose – With advances in information technology, multi‐channel shopping (MCS) has become a prevailing purchasing pattern today. Although MCS provides more benefits than single‐channel shopping, there is a need to investigate consumer values in the MCS context. This study aims to develop a consumer value hierarchy that represents how consumers think and pursue when performing MCS.Design/methodology/approach – The research framework was developed from a perspective of means‐end theory. Two studies were designed to elicit and evaluate a consumer value hierarchy of MCS. First, a qualitative study was conducted to explore means‐end elements of MCS. Then, a hierarchical value map of MCS was constructed with 314 usable responses from an empirical survey in Taiwan. The impacts of past shopping experience on consumers' value perceptions were also examined.Findings – In the hierarchical value map (HVM) of MCS, the results indicate 18 means‐end chains from ten MCS attributes resulting in nine consequences derived ...

Means-End Chain approach to understanding farmers' motivations for pesticide use in leafy vegetables: The case of kale in peri-urban Nairobi, Kenya

Peri-urban farmers play a significant role in the production of vegetables consumed in the urban centers in most African countries. The production of vegetables in the peri-urban areas in these countries is strategic with most farmers targeting the lucrative and better-paying urban markets. However, the decline in agricultural land in the peri-urban due to competition from housing for urban workers has led peri-urban farmers to use intensive means of agricultural production. Decreasing land sizes imply that peri-urban lands are continuously under production resulting in the build-up of pests and diseases. Further, the tropical climate generally increases the outbreak and rapid multiplication of pests and diseases. These problems and the urban consumers' demand for clean and spotlessness vegetables encourage the excessive use of pesticides. Additionally, the desire to reduce losses and waste can cause farmers to violate the recommended intervals between pesticide application and harvest. Consequently, there have been concerns about the excessive application of pesticides in vegetables produced in the peri-urban areas. The study applies the Means-End Chain (MEC) approach accompanied by the laddering technique to assess the motivations for peri-urban farmers to use pesticides as opposed to other crop protection methods in the production of fresh vegetables. It specifically examines the relevant attribute–consequence–value relations by setting up relevant hierarchical value maps. The study is based on a random sample of 54 kale farmers in three peri-urban areas of Nairobi. It finds that farmers apply pesticides at different times mainly for the purpose of improving their efficacy in protecting kale against pests and diseases. Protection of kale improves its aesthetic quality attributes resulting in higher prices and hence profit margins. Examination of the hierarchal value maps further reveals that the other motivations for pesticide use include benevolence value (being helpful and honest to trading partners), power (social recognition or good reputation as a good farmer), hedonism (happiness for being a successful farmer), security (having good health) and self-direction (independence or being self-supporting from vegetable income). Clearly, the motivations suggest a dilemma in safe use of pesticides. While some motivators dictate less use of pesticides, others can promote indiscriminate use of pesticides. The study discusses the implication of these findings for sustainable and environmentally friendly production of safe leafy vegetables in peri-urban areas.

Plastic Dreams: consumption goals of Melissa collectors

The purpose of this essay is to understand the behaviour of brand collectors and to identify the goal hierarchy behind it. Melissa was the brand used as study object.We performed a literature review and two surveys, qualitative and quantitative, with collectors of the brand. The Means-End Chain Model was used and the Hierarchical Value Map was outlined as a result of the likelihood of relationships between different “having”, “doing” and “being” goals answered by each interviewee. In the qualitative phase, it was discovered that, in order to characterize a Melissa collection, the consumer must take care and preserve items long after they have lost their original purpose, describing them affectionately and associating them to symbolic representations. The quantitative phase showed that the strongest life goals are the Search for Pleasure and for Modernity, and that one of the main concerns and consumption intention of the consumers is to “show they are in the know regarding trends”.

Using the Systematic Empathic Design Method for Customer-centered Products Development

Consumers' demands for a product are always changing and vague; even consumers themselves are not aware of this. How to elicit consumers' demands and transform them as a reference to design development is a critical issue. Empathic design is a new market research technique that aims to meet the needs of consumers through analysis of detailed observations. However, it takes considerable time and experience to implement the empathic design. Therefore, the purpose of this study is to create a Systematic Empathic Design Method SEDM based on Participant Observation, Laddering Interviews, an Implication Matrix, Hierarchical Value Maps and Mind Mapping, in order to develop customer-centered products. Through the exemplary application workshop area design, the authors developed a work environment that can provide employees with more professional, thorough, and considerate services. Consequently, SEDM is both feasible and practical. It effectively enables designers and consumers to reach a common ground in product needs. In addition, each step of SEDM can be executed clearly and is closely connected to the next step, and this can shorten the design time. SEDM uses visual data for product innovation and improvement, and it provides a technique that can be followed by firms and designers to effectively forecast the trends of consumers' needs.

The values of college students in business simulation game: A means-end chain approach

Business simulation games (BSGs) enable students to practice making decisions in a virtual environment, accumulate experience in application of strategies, and train themselves in modes of decision-making. This study examines the value sought by players of BSG. In this study, a means-end chain (MEC) model was adopted as the basis, and ladder method soft laddering was used to conduct in-depth interviews with students who had experience in using BSGs. The chain concept of ''attribute-consequence-value'' was used to understand students' value cognition structures. Content analysis was used to analyze the attributes-consequences-values for BSGs players, then converted into a Hierarchical Value Map (HVM). The results showed that students consider teamwork and market diversity as the most important attributes, and the consequences of a cooperative approach and market diversity are emotional exchange and multi-thinking, with the ultimate value brought to users by exchanges between teams and constant thinking being interpersonal relationships and a sense of accomplishment.

A construction of consumer cognitive structures and their implications in furniture shopping decisions: a means-end chain approach

The main purpose of this study is to construct a hierarchical value map (HVM) based on an investigation of how consumers in Taiwan link attributes of furniture and home accessories stores with particular consequences, and how these consequences satisfy their personal values. Further, this study compares differences in consumer HVMs in terms of gender, as well as across different chain stores. This study used the means-end chain approach and laddering technique to interview 40 consumers of furniture and home accessories stores in Taiwan. We obtained six ladders regarding furniture and home accessories store consumption. From these ladders, this study found three critical store attributes (function, facility convenience, and price), four consequences that consumers care most about (shopping ease, comfort and pleasure, practicality, and integrated design), and three dominant values that consumers wish to achieve (warm family, pleasurable life, and security). The findings of this study can be used as a basis for market segmentation and the development of retail service marketing strategies.

Uncovering the desired qualities and behaviours of general practitioners (GPs) during medical (service recovery) encounters

Purpose – The purpose of this paper is to uncover the desired qualities and behaviours that patients believe general practitioners (GPs) should have in medical (service recovery) encounters. In particular, the authors try to reveal the qualities and behaviours of GPs that patients value, to understand the underlying benefits that they look for during personal (service recovery) encounters, and to graphically illustrate the findings in a so‐called hierarchical value map. This will prove to be important in order to understand patients' needs and desires correctly.