Conventional and Extended Versions of Means-end Chain Theory
DOI:
https://doi.org/10.15678/ZNUEK.2018.0975.0312Słowa kluczowe:
zachowanie konsumenckie, teoria łańcucha środków i celów, koncepcja siebie, model perspektywy behawioralnejAbstrakt
Tytuł artykułu: Tradycyjne i rozszerzone wersje teorii łańcucha środków i celów
W artykule podjęto próbę zbadania złożoności i znaczenia opartego na modelu kognitywnym łańcucha środków i celów. Celem artykułu jest przeprowadzenie szczegółowego porównania obecnie stosowanych podejść związanych z analizą łańcucha środków i celów, zbadanie dostępnych modeli zgodnych z tą teorią, ujawnienie luk pojęciowych i przedstawienie kierunków przyszłych badań.
W większości prac na temat łańcucha środków i celów autorzy skupiają się na technicznych aspektach teorii lub interakcji łańcucha z wartościami osobowymi. Prezentowane opracowanie umożliwia spojrzenie na łańcuch środków i celów z nowej perspektywy dzięki włączeniu do teorii poziomów mikro i makro. Autorka dokonuje krytycznej oceny literatury naukowej i określa metodologię, skupiając się na technikach drabinowych, metodach i programach statystycznych do tworzenia hierarchicznych map wartości.
Szczególną uwagę poświęcono rozszerzonym modelom łańcucha środków i celów łączącym się ze skalami wartości (RVS, LOV), narzędziami wykorzystywanymi do badania stylu życia (AIO, RISC, CCA, FRL itp.) i modelami dualnego procesu przetwarzania informacji (model prawdopodobieństwa przetwarzania przekazu perswazyjnego, model heurystyczno-systematyczny) oraz teorii planowanego działania, aby zaprezentować podejścia dominujące we współczesnym marketingu i badaniach konsumenckich. Wyniki badań wskazują na możliwość zwiększenia wszechstronności zastosowań łańcucha środków i celów przez włączenie do teorii poziomów mikro i makro.
Pobrania
Bibliografia
Ajzen I. (1991), The Theory of Planned Behavior, “Organizational Behavior and Human Decision Process”, vol. 50, no. 2, https://doi.org/10.1016/0749-5978(91)90020-T. DOI: https://doi.org/10.1016/0749-5978(91)90020-T
Ajzen I. (2017), Consumer Attitudes and Behavior: The Theory of Planned Behavior Applied to Food Consumption Decisions, “Italian Review of Agricultural Economics”, vol. 72, no. 3, http://dx.doi.org/10.13128/REA-18003.
Ajzen I., Fishbein M. (1980), Understanding Attitudes and Predicting Social Behaviour, Prentice-Hall, Englewood Cliffs.
Aschmoneit P., Heitmann M. (2002), Customer Centred Community Application Design, Introduction of the Means-end Chain Framework for Product Design of Community Applications, “The International Journal on Media Management”, vol. 4, no. 1, https://doi.org/10.1080/14241270209389976. DOI: https://doi.org/10.1080/14241270209389976
Bagozzi R. P. (2000), Discursive Psychology: An Alternative Conceptual Foundation to Means-end Chain Theory, “Psychology & Marketing”, vol. 17, no. 7, https://doi.org/10.1002/(SICI)1520-6793(200007)17:7<535::AID-MAR1>3.0.CO;2-H. DOI: https://doi.org/10.1002/(SICI)1520-6793(200007)17:7<535::AID-MAR1>3.0.CO;2-H
Baker M. J. (2003), The Marketing Book, 5th ed., Butterworth-Heinemann, Boston.
Barrena R., Sánchez M. (2009), Consumption Frequency and Degree of Abstraction: A Study Using the Laddering Technique on Beef Consumers, “Food Quality and Preference”, vol. 20, no. 2, https://doi.org/10.1016/j.foodqual.2008.08.002. DOI: https://doi.org/10.1016/j.foodqual.2008.08.002
Bech-Larsen T. (2000), Model-based Development and Testing of Advertising Messages – A Comparative Study of Two Campaign Proposals Based on the Meccas Model and a Conventional Approach, “International Journal of Advertising. The Review of Marketing Communications”, vol. 20, no. 4, https://doi.org/10.1080/02650487.2001. 11104908. DOI: https://doi.org/10.1080/02650487.2001.11104908
Bernard H. R. (2011), Research Methods in Anthropology: Qualitative and Quantitative Approaches, 5th ed., AltaMira Press, Lanham.
Berry D. (2006), Health Communication: Theory and Practice, Health Psychology, Open University Press, Maidenhead.
Bohner G., Moskowitz G. B., Chaiken S. (1995), The Interplay of Heuristic and Systematic Processing of Social Information, “European Review of Social Psychology”, vol. 6, no. 1, https://doi.org/10.1080/14792779443000003. DOI: https://doi.org/10.1080/14792779443000003
Borgardt E. (2017), Motivation and Consumer Behavior, “Konsumpcja i Rozwój”, no. 4(21).
Brunsø K., Grunert K. G. (1995), Development and Testing of a Cross-Culturally Valid Instrument: Food-related Life Style, “Advances in Consumer Research”, vol. 22. DOI: https://doi.org/10.1037/t66456-000
Brunsø K., Grunert K. G. (1998), Cross-cultural Similarities and Differences in Shopping for Food, “Journal of Business Research”, vol. 42, no. 2. DOI: https://doi.org/10.1016/S0148-2963(97)00114-8
Brunsø K., Scholderer J., Grunert K. G. (2004), Closing the Gap Between Values and Behavior – A Means-end Theory of Lifestyle, “Journal of Business Research”, vol. 57, no. 6, https://doi.org/10.1016/S0148-2963(02)00310-7. DOI: https://doi.org/10.1016/S0148-2963(02)00310-7
Business-to-business Marketing Management: Strategies, Cases, and Solutions (2012), M. S. Glynn, A. G. Woodside (eds), Advances in Business Marketing and Purchasing, vol. 18, Emerald, Bingley.
Chaiken S. (1980), Heuristic versus Systematic Information Processing and the Use of Source versus Message Cues in Persuasion, “Journal of Personality and Social Psychology”, vol. 39, no. 5. DOI: https://doi.org/10.1037//0022-3514.39.5.752
Chaiken S. (1987), The Heuristic Model of Persuasion, Social Influence: The Ontario Symposium, Lawrence Erlbaum Associates vol. 5, Hillsdale.
Chin-Feng L., Hsien-Tang T., Chen-Su F. (2016), A Logic Deduction of Expanded Means-end Chains, “Journal of Information Science”, vol. 32, no. 1, https://doi.org/ 10.1177/0165551506059218. DOI: https://doi.org/10.1177/0165551506059218
Claeys C., Swinnen A., Vanden Abeele P. (1995), Consumer Means-end Chains for “Think” and “Feel” Products, “International Journal of Research in Marketing”, vol. 12, no. 3, https://doi.org/10.1016/0167-8116(95)00021-S. DOI: https://doi.org/10.1016/0167-8116(95)00021-S
Cooper J., Blackman S. J., Keller K. (2016), The Science of Attitudes, Routledge, New York. DOI: https://doi.org/10.4324/9781315717319
Costa A., Dekker M., Jongen W. (2004), An Overview of Means-end Theory: Potential Application in Consumer-oriented Food Product Design, “Trends in Food Science & Technology”, vol. 15, no. 7–8, https://doi.org/10.1016/j.tifs.2004.02.005. DOI: https://doi.org/10.1016/j.tifs.2004.02.005
Del Giudice T., Caracciolo F., Cicia G., Grunert K., Krystallis A., Zhou Y. (2016), New Trends in Chinese Diet: Cultural Influences on Consumer Behavior, “Italian Journal of Food Safety”, vol. 5, no. 2, https://doi.org/10.4081/ijfs.2016.5273. DOI: https://doi.org/10.4081/ijfs.2016.5273
Doing Social Psychology Research (2008), G. M. Breakwell (ed.), The British Psychological Society, Blackwell Publishing, Oxford.
Ferran F., Grunert K. G. (2007), French Fair Trade Coffee Buyers’ Purchasing Motives: An Exploratory Study Using Means-end Chains Analysis, “Food Quality and Preference”, vol. 18, no. 2, http://doi.org/10.1016/j.foodqual.2005.11.001. DOI: https://doi.org/10.1016/j.foodqual.2005.11.001
Grunert K. G., Bech-Larsen T. (2005), Explaining Choice Option Attractiveness by Beliefs Elicited by the Laddering Method, “Journal of Economic Psychology”, vol. 26, no. 2, https://doi.org/10.1016/j.joep.2004.04.002. DOI: https://doi.org/10.1016/j.joep.2004.04.002
Haws K. L., Netemeyer R. G., Bearden W. O. (2011), Handbook of Marketing Scales: Multi-item Measures for Marketing and Consumer Behavior Research, 3rd ed., Sage Publications Ltd., Thousand Oaks.
Henneberg S.C., Gruber T., Reppel A., Ashnai B., Naudé P. (2009), Complaint Management Expectations: An Online Laddering Analysis of Small Versus Large Firms, “Industrial Marketing Management”, vol. 38, no. 6, https://doi.org/10.1016/j.indmarman.2009.05.008. DOI: https://doi.org/10.1016/j.indmarman.2009.05.008
Hofstede F. ter, Andenaert A., Steenkamp J. B., Wedel M. (1998), An Investigation into the Association Pattern Technique as a Quantitative Approach to Measuring Means-end Chains, “International Journal of Research in Marketing”, vol. 15, no. 1, https://doi.org/10.1016/s0167-8116(97)00029-3. DOI: https://doi.org/10.1016/S0167-8116(97)00029-3
Kaciak E. (2011), Market Segmentation Based on Consumer Cognitive-motivational Structures, “Konsumpcja i Rozwój”, no. 1.
Kaciak E., Cullen C. W. (2009), A Method of Abbreviating a Laddering Survey, “Journal of Targeting, Measurement and Analysis for Marketing”, vol. 17, no. 2, http://doi.org/10.1057/jt.2009.4. DOI: https://doi.org/10.1057/jt.2009.4
Kaciak E., Cullen C. W., Sagan A. (2010), The Quality of Ladders Generated by Abbreviated Hard Laddering, “Journal of Targeting, Measurement and Analysis for Marketing”, vol. 18, no. 3–4, https://doi.org/10.1057/jt.2010.20. DOI: https://doi.org/10.1057/jt.2010.20
Kahle L., Sharon E. B., Homer P. (1986), Alternative Measurement Approaches to Consumer Values: The List of Values (LOV) and Values and Life Style (VALS), “Journal of Consumer Research”, vol. 13, no. 3, https://doi.org/10.1086/209079. DOI: https://doi.org/10.1086/209079
Kelly G. A. (1955), A Theory of Personality – the Psychology of Personal Constructs, vol. 1, Wiley, New York.
Kuisma T., Laukkanen T., Hiltunen M. (2007), Mapping the Reasons for Resistance to Internet Banking: A Means-end Approach, “International Journal of Information Management”, vol. 27, no. 2, no. 5, https://doi.org/10.1016/j.ijinfomgt.2006.08.006. DOI: https://doi.org/10.1016/j.ijinfomgt.2006.08.006
Langbroek I., Beuckelaer A. (2007), Between-method Convergent Validity of Four Data Collection Methods in Quantitative Means-end-chain Research, “Food Quality and Preference”, vol. 18, https://doi.org/10.1016/j.foodqual.2005.07.009. DOI: https://doi.org/10.1016/j.foodqual.2005.07.009
Leppard P., Russell C. G., Cox D. N. (2004), Improving Means-end-chain Studies by Using a Ranking Method to Construct Hierarchical Value Maps, “Food Quality and Preference”, vol. 15, no. 5, https://doi.org/10.1016/j.foodqual.2003.09.001. DOI: https://doi.org/10.1016/j.foodqual.2003.09.001
Lind L. W. (2007), Consumer Involvement and Perceived Differentiation of Different Kinds of Pork – A Means-end Chain Analysis, “Food Quality and Preference”, vol. 18, no. 4, https://doi.org/10.1016/j.foodqual.2006.10.004. DOI: https://doi.org/10.1016/j.foodqual.2006.10.004
Mazzocchi M. (2010), Statistics for Marketing and Consumer Research, Sage, Los Angeles.
Myrda A. (2016), The Means-end Approach in Market Segmentation – Clustering of Laddering Data, “Econometrics”, vol. 4(54).
Olson J. C., Reynolds T. J. (2001), Understanding Consumer Decision Making: The Means-‑end Approach to Marketing and Advertising Strategy, Routledge, New Jersey. DOI: https://doi.org/10.4324/9781410600844
O’Shaughnessy J. (1985), A Return to Reason in Consumer Behavior: An Hermeneutical Approach, “Advances in Consumer Research”, vol. 12.
Petty R. E., Cacioppo J. T. (1986), The Elaboration Likelihood Model of Persuasion, “Advances in Experimental Social Psychology”, vol. 19, https://doi.org/10.1016/S0065-2601(08)60214-2. DOI: https://doi.org/10.1016/S0065-2601(08)60214-2
Phillips J. M., Reynolds T. J., Reynolds K. (2010), Decision-based Voter Segmentation: An Application for Campaign Message Development, “European Journal of Marketing”, vol. 44, no. 3/4, https://doi.org/10.1108/03090561011020444. DOI: https://doi.org/10.1108/03090561011020444
Possel S. von (2010), Integrating The Means-end Approach into the Product Positioning Process, Diploma Thesis, Grin Verlag, München.
Proceedings of the 1993 World Marketing Congress (2015), M. J. Sirgy, K. D. Bahn, T. Erem (eds), Developments in Marketing Science: Proceedings of the Academy of Marketing Science, Springer, Cham–London.
Roehrich G., Valette-Florence P. (1991), A Weighted Cluster-based Analysis of Direct and Indirect Connections in Means-end Chains: An Application to Lingerie Retail, Workshop on values and lifestyle research in marketing, European Institute for Advanced Studies in Management (EIASM), Belgium.
Rokeach M. (1973), The Nature of Human Values, Free Press, New York.
Rossiter J. R., Percy L. (1987), Advertising and Promotion Management, McGraw-Hill, New York.
Sagan A. (2005), Structural Model of Product Meaning Using Means-end Approach (in:) Innovations in Classification, Data Science, and Information Systems, D. Baier, K. D. Wernecke (eds), Springer, Berlin–Heidelberg.
Scholderer J., Brunsø K., Grunert K. G. (2002), Means-end Theory of Lifestyle – A Replication in the UK, “Advances in Consumer Research”, vol. 29.
Social Psychology: A General Reader (2003), A. W. Kruglanski, E. T. Higgins (eds), Key Readings in Social Psychology, Psychology Press, New York.
Solomon M., Bamossy G., Askegaard S., Hogg M. K. (2008), Consumer Behaviour: A European Perspective, 3rd ed., Pearson Education, Harlow.
Søndergaard A. H. (2005), Market-oriented New Product Development: How Can a Means-end Chain Approach Affect the Process?, “European Journal of Innovation Management”, vol. 8, no. 1, https://doi.org/10.1108/14601060510578583. DOI: https://doi.org/10.1108/14601060510578583
Uleman J. S., Bargh J. A. (1989), Unintended Thought, “Psychology & Marketing”, https://doi.org/10.1002/mar.4220110109. DOI: https://doi.org/10.1002/mar.4220110109
Vallacher R. R., Wegner D. M., (1987), What Do People Think They’re Doing? Action Identification and Human Behavior, “Psychological Review”, vol. 94, no. 1. DOI: https://doi.org/10.1037//0033-295X.94.1.3
Valette-Florence P., Rapacchi B. (1990), A Cross-cultural Means-end Chain Analysis of Perfume Purchases, Proceedings of the third symposium on cross-cultural consumer and business studies, University of Hawaii, Honolulu.
Vanden Abeele P. (1990), A Means-end Study of Dairy Consumption Motivation, No. EC Regulation 1000/90-43ST, EC.
van Rekom J., Wierenga B. (2007), On the Hierarchical Nature of Means-end Relationships in Laddering Data, “Journal of Business Research”, vol. 60, no. 4, https://doi.org/10.1016/j.jbusres.2006.10.004. DOI: https://doi.org/10.1016/j.jbusres.2006.10.004
Wansink B. (2007), Using Laddering to Understand and Leverage a Brand’s Equity, “Qualitative Market Research: An International Journal”, vol. 60, no. 4, https://doi.org/10.1108/13522750310470118. DOI: https://doi.org/10.1108/13522750310470118
Young S., Feigin B. (1975), Using the Benefit Chain for Improved Strategy Formulation, “Journal of Marketing”, July. DOI: https://doi.org/10.2307/1250907
