Professional Documents
Culture Documents
An Introduction
Gutman (1982)
Goal is to find the relationship among three levels
of meaning that are associated with a product as related to the consumer. Each level becomes more abstract. Based on a means-end chain which is focused on the linkages between where a person wants to be (end-state) and the means chosen to get there.
Attribute
Consequence
Personal Value
Means-End Chain
Values
Matrices
Situations
Inputs Outputs
Situations
Product Chosen
Products
Products
FIGURE 1 REPRESENTATIVE SPRING BREAK LADDERS AND CODING ASSIGNMENTS (IN PARENTHESES)
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)
of conduct or end-state of existance is personally or socially preferable to an opposite or converse mode 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)
elements that stimulate motivation for behavioral response They exist in an interconnected hierarchical structure in which global values are related and connected to generalized consumption-related values, which are, in turn, similarly associated with product attributes
Global Values
DomainSpecific Values
Howard (1977)
Hierarchical Evaluative Structure
Values Choice Criteria Belief Attitude
Terminal Values
Instrumental Values
C?
D?
Connecting Attributes of the Choices to Consequences and Values Connecting Product Choices to Attributes of the Choices Connecting Consumption Occasion to Product Choices
What are your ideas for Future Research or ways to improve this theory? What are your thoughts for the practical application of this model?