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A Research Stream

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

Value Level Distinctions

Conseq uences Consequences Products Considered Relevant Consequences

Consequence Level Distinctions

Relevant Consequences Hierarchy of Grouping Level Distinctions

Product Chosen

Grouping Level Distinctions Grouping Level Distinctions

Products

Products

Reynolds and Gutman (1988)


Involves in-depth interviewing Goal is to start at low-level distinctions and

continue probing until most abstract level is discovered

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)

Concept was also developed by Gutman and Reynolds in 1988


Network diagram

used to characterize meanings associated with the three levels of distinction

The principles which it is based

Rokeach (1968, 1973)


A value is an enduring belief that a specific mode

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)

Vinson, Scott, and Lamont (1977)


Values are defined as centrally held cognitive

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

Vinson, Scott, and Lamont (1977) - continued

Individuals Belief System

Global Values

DomainSpecific Values

Evaluations of Product Attributes

More Centrally Held

Less Centrally Held

External Environment of the Individual Sociocultural, Economic, and Familial Influence

Howard (1977)
Hierarchical Evaluative Structure
Values Choice Criteria Belief Attitude

Terminal Values

Choice criteria for product class

Belief about product class

Attitude toward product class

Instrumental Values

Choice criteria for brand

Belief about brand

Attitude toward brand

Young and Feigin (1975)


Benefit chain analysis as a method for linking

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

Hair Spray that holds and leaves hair soft

Leaves hair easier to manage

I dont need to spend so much time on hair

Leaves me free to do other things I want to do

Source: Reynolds and Gutman, 1984

Source: Reynolds and Gutman, 1984

Source: Reynolds and Gutman, 1984

What goals does the consumer consider when choosing a product?

C?

D?

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


Source: Gutman, 1997

Connecting Attributes of the Choices to Consequences and Values Connecting Product Choices to Attributes of the Choices Connecting Consumption Occasion to Product Choices

Source: Manyiwa and Crawford, 2001

Incorporating Heiders Balance Theory and Fourniers ConsumerBrand Relationship Typology


-Heider States of psychological imbalance may occur in consumers minds among linkages retrieved automatically for connections -Fourniers Alternative relationships of consumerbrands (e.g. casual friendships, marriages, enmities, etc.) become relevant -Therefore, specific buying and consumption situations need to be assessed
Source: Woodside, 2004

Source: Woodside, 2004

Source: Woodside, 2004

Source: Chin-Feng et al., 2006

-9 Value Variables -11 Benefit Variables -13 Attribute Variables

-80% Level of Explanation -Results in Cutoff Level of 18% for Variables


Source: Chin-Feng et al., 2006

What are your ideas for Future Research or ways to improve this theory? What are your thoughts for the practical application of this model?

Means-End Theory A Research Stream Perspective

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