means-end presentation.pptx

7/31/2019 Means-End Presentation.pptx

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A Research Stream


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An Introduction


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Gutman (1982)

Goal is to find the relationship among three levels

of meaning that are associated with a product asrelated to the consumer.

Each level becomes more abstract.

Based on a means-end chain which is focusedon the linkages between where a person wants tobe (end-state) and the means chosen to getthere.


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Attribute ConsequencePersonal

Value


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Means-End Chain Matrices Inputs Outputs

Value LevelDistinctions

ConsequenceLevel

Distinctions

GroupingLevel

Distinctions

Situations

Products

ProductChosen

Values

Consequences

Situations

Consequences

RelevantConsequences

Hierarchy ofGrouping

Level

Distinctions

Products

Grouping LevelDistinctions

RelevantConsequences

ProductsConsidered


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Reynolds and Gutman (1988)

Involves in-depth interviewing

Goal is to start at low-level distinctions andcontinue probing until most abstract level isdiscovered


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Has nice beaches (attribute: beaches)

I can get some sun (consequence: get sun/tan)

I look better/healthier (consequence: look good/better)

I feel better about myself (value: self-esteem)

Known for great parties (A: party atmosphere)Meet people (C: socialize/meet people)

Meet girls (C: socialize/meet people)

Go on dates (C: date more)

Enjoy myself (V: fun and excitement)

Ive never been there (A: new/unique environment)

It would be a new experience (C: new/novel experience)

To get some excitement (V: excitement)

Neat area, a different culture (A: historic/cultural attractions)Can learn about how others live (C: learn more)

Broadens my horizons (V: accomplishment)

It has a warm climate (A: warm climate)

I could enjoy being outside (C: enjoy nature)

Its relaxing (C: rest/relax)

Get recharged (C: get refreshed/renewed)

So I can get things done when I get back (C: be more productive)

So I can graduate and do something with my life! (V: accomplishment)

FIGURE 1REPRESENTATIVE SPRING BREAK LADDERS AND CODING ASSIGNMENTS (IN PARENTHESES)


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Concept was alsodeveloped byGutman andReynolds in 1988

Network diagramused to characterize

meanings associatedwith the three levelsof distinction


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The principles which it is based


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Rokeach (1968, 1973)

A value is an enduring belief that a specific mode

of conduct or end-state of existance is personallyor socially preferable to an opposite or conversemode of conduct or end-state of existence.

Defines two types of values

1. Terminal preferred end-states of existence(happiness, security, accomplishment, etc)

2. Instrumental related to modes of behavior

(honest, courageous, broad-minded, etc)


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Vinson, Scott, and Lamont (1977)

Values are defined as centrally held cognitive

elements that stimulate motivation for behavioralresponse

They exist in an interconnected hierarchicalstructure in which global values are related and

connected to generalized consumption-relatedvalues, which are, in turn, similarly associatedwith product attributes


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Individuals Belief System

External Environment of the IndividualSociocultural, Economic, and Familial Influence

Global ValuesDomain-SpecificValues

Evaluationsof ProductAttributes

More Centrally Held Less Centrally Held

Vinson, Scott, and Lamont (1977) - continued


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Howard (1977)

Hierarchical Evaluative Structure

Values Choice Criteria Belief Attitude

Terminal ValuesChoice criteria

for product class

Belief about

product class

Attitude toward

product class

InstrumentalValues

Choice criteriafor brand

Belief aboutbrand

Attitude towardbrand


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Young and Feigin (1975)

Benefit chain analysis as a method for linking

emotional or psychological benefits to productclaims or product attributes. Gutman, 1982

Hair Spraythat holdsand leaves

hair soft

Leaves haireasier tomanage

I dont needto spend somuch time

on hair

Leaves mefree to do

other thingsI want to do


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Source: Reynolds and Gutman, 1984


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Goals are what we want; Values are why we want them.

Source: Gutman, 1997

What goals does the consumer considerwhen choosing a product?

A B A C? A D?


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Connecting Consumption Occasion toProduct Choices

Connecting Product Choices to Attributes ofthe Choices

Connecting Attributes of the Choices toConsequences and Values

Source: Manyiwa and Crawford, 2001


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Incorporating Heiders

Balance Theory and

Fourniers Consumer-

Brand Relationship

Typology

-Heider States ofpsychological imbalance mayoccur in consumers mindsamong linkages retrievedautomatically for connections

-Fourniers Alternativerelationships of consumer-

brands (e.g. casual friendships,marriages, enmities, etc.)become relevant

-Therefore, specific buyingand consumption situationsneed to be assessed

Source: Woodside, 2004


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Source: Chin-Feng et al., 2006


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Source: Chin-Feng et al., 2006

-9 Value Variables

-11 Benefit Variables

-13 Attribute Variables

-80% Level of Explanation

-Results in Cutoff Level of18% for Variables


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What are your ideas for Future Research orways to improve this theory?

What are your thoughts for the practicalapplication of this model?


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Means-End Theory A Research Stream Perspective

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