Unchaining Means-End Chain Analysis

Many studies have supported the notion that consumers’ fundamental expectations could be connected to product attributes via a series of implications between benefits. The series was called a “Means-end chain” (MEC, Gutman and Reynolds 1979). As MECs are sequences of items, their variety is huge. Moreover, because any respondent chooses only a small number of items, the database is sparse and the same zero value (i.e., item not elicited) reflects attitudes ranging from total rejection to near acceptation.


Jacques-Marie Aurifeille, Jaime Gil-Lafuente, Stephane Manin, Virginie Villeneuve, Christian Dave, and Christian Dave (2006) ,"Unchaining Means-End Chain Analysis", in LA - Latin American Advances in Consumer Research Volume 1, eds. Silvia Gonzalez and David Luna, Duluth, MN : Association for Consumer Research, Pages: 80-82.


Jacques-Marie Aurifeille, University of La Reunion, France
Jaime Gil-Lafuente, University of Barcelona, Spain
Stephane Manin, University of La Reunion, France
Virginie Villeneuve, University of La Reunion, France
Christian Dave, University of La Reunion, France
Christian Dave, University of La Reunion, France


LA - Latin American Advances in Consumer Research Volume 1 | 2006

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