Means end chain

The means end chain theory is based on the assumption that consumers associate the motivation to buy a product with positive emotions. A hierarchical value attitude (e.g. comfort) of consumers towards a product leads to consumers asking for brands as a bundle of properties (means) in order to achieve desirable states (ends). Often these value hierarchies are unconscious and therefore the resulting decision-making behavior is difficult to measure. The means end chain theory provides methods for mapping these cognitive mental decision-making processes.

1st step: Collecting concrete or abstract features of a product (e.g. environmentally friendly car)

Step 2: Determine the functional, social or psychological benefit components and the following consequences for the individual consumer (e.g. save gasoline)

3rd step: Establishment of the fundamental, relevant values ​​(e.g .: environment worth living in), which explain the reasons for the behavior and decisions of the consumer

Based on the means-end-chain theory, the laddering method emerged in the 1980s .

literature

• Herrmann, Andreas: Demand-oriented product design. An approach based on the “means-end” theory. Wiesbaden: Gabler-Verlag, 1996
• Woodside, Arch G .: Advancing Means-end Chains by Incorporating Heider's Balance Theory and Fournier's Consumer-Brand Relationship Typology