Bridging Means-End Chain Theory and Self-concept Through Hybrid Elicitation Technique

• Autorzy: Elena Borgardt , Adam Sagan

Warianty tytułu

Integracja teorii środków-celów i obrazu siebie - ujęcie hybrydowe

• Języki publikacji: EN

Abstrakty

EN

This paper aims to examine the relationship between the Means-End Chain (MEC) theory and self-concept based on the Typology of Consumer Value through a hybrid elicitation technique. The contribution of this study is its sequential exploratory strategy of mixed-method design. The data were obtained from eighteen highly involved participants in Focus-Group (FG) discussions through the hybrid elicitation technique. First, a hierarchical value map is constructed using LadderUX software based on the responses. Second, a quantitative analysis with the help of RStudio software is conducted. Finally, an agglomerated matrix revealing the interconnections between self-concept and MEC is presented. The study provides evidence for a relationship between MEC and self-concept and redesigns the existing MEC approach's interpretation. This paper's originality lies in enlarging MEC theory's latitude by integrating self concept as a micro-component. Thus, the MEC model becomes enhanced with individualism, symbolism, and experiential aspects. This approach provides a new consumer-centric perspective on existing MEC and opens new avenues for further research. (original abstract)

Celem artykułu jest zbadanie związku pomiędzy teorią łańcuchów środków-celów a koncepcją self opartą na typologii wartości konsumenckiej za pomocą hybrydowej techniki gromadzenia danych. W badaniu wykorzystano sekwencyjne, eksploracyjne podejście badań mieszanych. Dane uzyskano w drodze zastosowania zogniskowanego wywiadu grupowego od osiemnastu zaangażowanych użytkowników smartfonów. W pierwszym etapie wyodrębniono przy użyciu oprogramowania LadderUX hierarchiczną mapę wartości konsumenckich. W drugim etapie zebrane wyniki zostały poddane analizie ilościowej z wykorzystaniem oprogramowania RStudio. W efekcie przeprowadzonych analiz uzyskano macierz zależności między wymiarami obrazu siebie a strukturą łańcuchów środków-celów. Wyniki badania pozwalają na wskazanie zależności pomiędzy łańcuchami środków-celów a obrazem self konsumenta oraz umożliwiają rozszerzenie dotychczasowej koncepcji środków-celów o aspekty indywidualne i symboliczne wynikające z autowizerunku konsumenta. (abstrakt oryginalny)

Słowa kluczowe

EN

Consumer; Customer value; Means-Ends Analysis (MEA); Consumer behaviour

PL

Konsument; Wartość klienta; Analiza środków-celów; Zachowania konsumenta

• Czasopismo: Marketing i Rynek
• Rocznik: 2021
• Numer: nr 10
• Strony: 3--16

Twórcy

autor

Elena Borgardt

• Cracow University of Economics

autor

Adam Sagan

• Cracow University of Economics

Bibliografia

• Ajzen, I. & Fishbein, M. (1980). Understanding Attitudes and Predicting Social Behaviour. Prentice-Hall, Englewood Cliffs.
• Boddy, C. (2005). Projective techniques in market research: valueless subjectivity or insightful reality? A look at the evidence for the usefulness, reliability and validity of projective techniques in market research. International Journal of Market Research, 47(3), 239-254. https://doi.org/10.1177/147078530504700304 (5.07.2020).
• Boga, T. C. & Weiermair, K. (2011). Branding new services in health tourism. Tourism Review, 66(1/2), 90-106. https://doi.org/10.1108/16605371111127260 (11.07.2020).
• Borgardt, E. (2019). Extending Means-End Chain theory by integrating a self-concept approach and behavioural perspective model. Zeszyty Naukowe Uniwersytetu Ekonomicznego w Krakowie, 979(1), 47-61. https://doi.org/10.15678/ZNUEK.2019.0979.0103 (28.09.2020).
• Bolzani, D. (2018). Personal values and characteristics of remittance channels: Insights from a means-end-chain study. Journal of Consumer Behaviour, 17(1), 140-152. https://doi.org/10.1002/cb.1694 (12.07.2020).
• Blaiech, R., Gharbi, A. & Hamouda, M. (2013). Postmodern Marketing: Towards a Convergence between the Individualistic Approach and the Tribal Approach. Interdisciplinary Journal of Contemporary Research in Business, 4(9). https://journal-archieves27.webs.com/1294-1307.pdf (3.01.2021).
• Breakwell, G. M. (ed.). (2008). The laddering technique. Doing social psychology research (305-344). The British Psychological Society. Oxford: Blackwell Publishing.
• Brunso, K., Scholderer, J. & Grunert, K. G. (2004). Closing the gap between values and behavior - a means-end theory of lifestyle. Journal of Business Research, 57(6), 665-670. https://doi.org/10.1016/S0148-2963(02)00310-7 (3.01.2021).
• Cerjak, M., Haas, R., Brunner, F. & Tomić, M. (2014). What motivates consumers to buy traditional food products? Evidence from Croatia and Austria using word association and laddering interviews. British Food Journal, 116(11), 1726-1747. https://doi.org/10.1108/BFJ-02-2014-0090 (6.06.2020).
• Chan, K., Ng, Y. L. & Luk, E. K. (2013). Impact of celebrity endorsement in advertising on brand image among Chinese adolescents. Young Consumers, 167-179. https://doi.org/10.1108/17473611311325564 (7.06.2020).
• Chin-Feng, L., Hsien-Tang, T. & Chen-Su, F. (2006). A Logic Deduction of Expanded Means-end Chains. Journal of Information Science, 32(1), 5-16. https://doi.org/10.1177/0165551506059218 (14.06.2020).
• Chun-Hui, W., Yan, Y. H. & Shu, K. M. (2018). Projecting the Mental Model of Social Networking Site Usage. Advances in Technology Innovation, 3(1), 36-42.
• Cohen, J. B. (1979). The structure of product attributes: Defining attribute dimensions for planning and evaluation. Analytic approaches to product and marketing planning (54-86). Cambridge.
• Conner, M. & Armitage, C. J. (1998). Extending the theory of planned behavior: A review and avenues for further research. Journal of Applied Social Psychology, 28(15), 1429-1464. https://doi.org/10.1111/j.1559-1816.1998.tb01685.x (20.06.2020).
• Coulter, R. A. (2006). Consumption experiences as escape: an application of the Zaltman Metaphor Elicitation Technique (400-418). Handbook of qualitative research methods in marketing. https://doi.org/10.4337/9781847204127.00041 (19.07.2020).
• DeSteno, D. A. & Salovey, P. (1997). The effects of mood on the structure of the self-concept. Cognition & Emotion, 11(4), 351-372. https://doi.org/10.1080/026999397379836 (28.06.2020).
• De Munck, V. C. (2009). Pile sorting (67-97). Research design and methods for studying cultures. Rowman Altamira.
• Donoghue, S. (2000). Projective techniques in consumer research. Journal of Consumer Sciences, 28(1), 47-53. https://doi.org/10.4314/jfecs.v28i1.52784 (1.08.2020).
• Driscoll, D. L., Appiah-Yeboah, A., Salib, P. & Rupert, D. J. (2007). Merging qualitative and quantitative data in mixed methods research: How to and why not (19-28). Ecological and Environmental Anthropology. University of Georgia.
• Engel, J., Kollat, D. & Blackwell, R. (1978). Consumer behaviour. New York: Dryden Press.
• Fabbrizzi, S., Marinelli, N., Menghini, S. & Casini, L. (2017). Why do you drink? A means-end approach to the motivations of young alcohol consumers. British Food Journal, 119(8), 1854-1869. https://doi.org/10.1108/BFJ-12-2016-0599 (4.07.2020).
• Fan, C. H. (2009). A study on the Consumers' Brand cognition and Design Strategy by ZMET (333-342). International Conference on Universal Access in Human-Computer Interaction. Berlin, Heidelberg: Springer. https://doi.org/10.1007/978-3-642-02713-0_35 (5.07.2020).
• Fram, E. H. & Cibotti, E. (1991). The Shopping List Studies and Projective Techniques: A 40-Year View. Marketing Research, 3(4), 14-22.
• Gallarza, M. G., Arteaga, F., Del Chiappa, G., Gil-Saura, I. & Holbrook, M. B. (2017). A multidimensional service-value scale based on Holbrook's typology of customer value. Journal of Service Management, 28(4), 724-762. https://doi.org/10.1108/JOSM-06-2016-0166 (6.06.2020).
• Gillespie, B. J., Hibbert, K. C. & Wagner III, W. E. (2020). Correlation and Bivariate Regression (211-237). A Guide to R for Social and Behavioral Science Statistics. SAGE Publications.
• Gouldner, H. (1975). The nature of human values. By Milton Rokeach. New York: Free Press.
• Grant, I. & O'Donohoe, S. (2007). Why young consumers are not open to mobile marketing communication. International Journal of Advertising, 26(2), 223-246. https://doi.org/10.1080/10803548.2007.11073008 (14.06.2020).
• Grunert, K. G., Beckmann, S. C. & Sorensen, E. (2001). Means-end chains and laddering: An inventory of problems and an agenda for research. In: T. J. Reynolds & J. C. Olson (eds.), Understanding consumer decision making: The means-end approach to marketing and advertising strategy (63-90). Lawrence Erlbaum Associates Publishers.
• Guenzi, P. & Panzeri, F. (2015). How salespeople see organizational citizenship behaviors: an exploratory study using the laddering technique. Journal of Business & Industrial Marketing, 30(2), 218-232. https://doi.org/10.1108/JBIM-01-2013-0026 (27.06.2020).
• Gutman, J. (1982). A means-end chain model based on consumer categorization processes. Journal of Marketing, 46(2), 60-72.
• Guest, G., Namey, E., Taylor, J., Eley, N. & McKenna, K. (2017). Comparing focus groups and individual interviews: findings from a randomized study. International Journal of Social Research Methodology, 20(6), 693-708. https://doi.org/10.1080/13645579.2017.1281601 (28.06.2020).
• Hamouda, M. (2012). Postmodernism and consumer psychology: transformation or break? International Journal of Academic Research in Business and Social Sciences, 2(1), 96-117.
• Hirschman, E. C. & Holbrook, M. B. (1982). Hedonic Consumption: Emerging Concepts, Methods and Propositions. Journal of Marketing, 46(3), 92-101. https://doi.org/10.2307/1251707 (5.07.2020).
• Holbrook, M. B. (1996). Special Session Summary Customer Value C a Framework For Analysis and Research. Advances in Consumer Research, 23, 138-142.
• Holbrook, M. B. (1999). Consumer value: A framework for analysis and research. London, New York: Routledge.
• Holbrook, M. B. (2019). The Concept of Consumer Value: Development, Implications, Trajectory. Value in Marketing (9-41). Routledge.
• Honkanen, P. & Verplanken, B. (2004). Understanding attitudes towards genetically modified food: The role of values and attitude strength. Journal of Consumer Policy, 27(4), 401-420. https://doi.org/10.1007/s10603-004-2524-9 (7.06.2020).
• Honkanen, P., Verplanken, B. & Olsen, S. O. (2006). Ethical values and motives driving organic food choice. Journal of Consumer Behaviour: An International Research Review, 5(5), 420-430. https://doi.org/10.1002/cb.190 (13.06.2020).
• Howard, J. A. & Sheth, J. N. (1969). The theory of buyer behavior. New York: Wiley. https://doi.org/10.2307/2284311 (28.06.2020).
• Huber, F., Beckmann, S. C. & Herrmann, A. (2004). Means-end analysis: Does the affective state influence information processing style? Psychology & Marketing, 21(9), 715-737. https://doi.org/10.1002/mar.20026 (18.07.2020).
• Huotari, K. & Hamari, J. (2017). A definition for gamification: anchoring gamification in the service marketing literature. Electronic Markets, 27(1), 21-31. https://doi.org/10.1007/s12525-015-0212-z (19.07.2020).
• Jung, Y. & Pawlowski, S. D. (2014). Virtual goods, real goals: Exploring means-end goal structures of consumers in social virtual worlds. Information & Management, 51(5), 520-531. https://doi.org/10.1016/j.im.2014.03.002 (26.07.2020).
• Kaciak, E. & Cullen, C. W. (2009). A method of abbreviating a laddering survey. Journal of Targeting, Measurement and Analysis for Marketing, 17(2), 105-113. https://doi.org/10.1057/jt.2009.4 (6.06.2020).
• 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, 18(3-4), 159-166. https://doi.org/10.1057/jt.2010.20 (6.07.2020).
• Kanter, P. F., Medrano, L. A. & Conn, H. (2015). Does mood affect self-concept? Analysis through a natural semantic networks based approach. Int. J. Behav. Res. Psychol, 3(5), 114-120. https://doi.org/10.19070/2332-3000-1500022 (4.07.2020).
• Khoo-Lattimore, C., Thyne, M. & Robertson, K. (2009). The ZMET method: using projective technique to understand consumer home choice. The Marketing Review, 9(2), 139-154. https://doi.org/10.1362/146934709X442674 (27.06.2020).
• Kim, B., Kim, S. S. & King, B. (2016). The sacred and the profane: Identifying pilgrim traveler value orientations using means-end theory. Tourism Management, 56, 142-155. https://doi.org/10.1016/j.tourman.2016.04.003 (28.07.2020).
• Kim, J., Yoon, C. & Gonzalez, R. (2012). Product expression and self-construal: downstream effects of connected shapes on social connectedness (1311-1320). DS 70: Proceedings of DESIGN 2012, the 12th International Design Conference. Dubrovnik, Croatia.
• Langbroek, I. & De Beuckelaer, A. (2007). Between-method convergent validity of four data collection methods in quantitative Means-End-Chain research. Food Quality and Preference, 18(1), 13-25. https://doi.org/10.1016/j.foodqual.2005.07.009 (25.07.2020).
• Lin, C. F. & Fu, C. S. (2018). Evaluating online advertising effect: An approach integrating means-end conceptualization and similarity analysis. Electronic Commerce Research and Applications, 32, 1-12. https://doi.org/10.1016/j.elerap.2018.10.002 (26.07.2020).
• Lin, C. F. & Fu, C. S. (2020). Cognitive implications of experiencing religious tourism: An integrated approach of means-end chain and social network theories. International Journal of Tourism Research, 22(1), 71-80. https://doi.org/10.1002/jtr.2319 (28.06.2020).
• López-Mosquera, N. & Sánchez, M. (2011). The influence of personal values in the economic-use valuation of peri-urban green spaces: An application of the means-end chain theory. Tourism Management, 32(4), 875-889. https://doi.org/10.1016/j.tourman.2010.08.003 (6.06.2020).
• Maslow, A. H. (1943). A theory of human motivation. Psychological Review, 50(4), 370-396. https://doi.org/10.1037/h0054346 (20.07.2020).
• Maslow, A. H. (1948). Some theoretical consequences of basic need gratification. Journal of Personality, 16, 402-416. https://doi.org/10.1111/j.1467-6494.1948.tb02296.x (25.07.2020).
• Mazzocchi, M. (2008). Glossary. Statistics for marketing and consumer research (375-387). Sage.
• McConnell, A. R. (2011). The multiple self-aspects framework: Self-concept representation and its implications. Personality and Social Psychology Review, 15(1), 3-27. https://doi.org/10.1177/1088868310371101 (12.07.2020).
• Millan, E. & Mittal, B. (2017). Consumer preference for status symbolism of clothing: the case of the Czech Republic. Psychology & Marketing, 34(3), 309-322. https://doi.org/10.1002/mar.20990 (4.07.2020).
• Mort, G. S. & Rose, T. (2004). The effect of product type on value linkages in the means-end chain: implications for theory and method. Journal of Consumer Behaviour: An International Research Review, 3(3), 221-234. https://doi.org/10.1002/cb.136 (7.07.2020).
• Olson, J. C. & Reynolds, T. J. (2001). Understanding Consumer Decision Making: The Means-end Approach to Marketing and Advertising Strategy. New Jersey: Routledge.
• Orsingher, C., Marzocchi, G. L. & Valentini, S. (2011). Consumer (goal) satisfaction: A means-ends chain approach. Psychology & Marketing, 28(7), 730-748. https://doi.org/10.1002/mar.20409 (28.06.2020).
• Parkin, S. (2014). An applied visual sociology: Picturing harm reduction. Ashgate Publishing, Ltd., 7-35. https://doi.org/10.4324/9781315566764 (23.06.2020).
• Persaud, A. & Azhar, I. (2012). Innovative mobile marketing via smartphones. Marketing Intelligence & Planning, 418-443. https://doi.org/10.1108/02634501211231883 (20.06.2020).
• Pettigrew, S. & Charters, S. (2008). Tasting as a projective technique. Qualitative Market Research, 11(3), 331-343. https://doi.org/10.1108/13522750810879048 (5.06.2020).
• Phillips, B. J. & McQuarrie, E. F. (2009). Impact of advertising metaphor on consumer belief: Delineating the contribution of comparison versus deviation factors. Journal of Advertising, 38(1), 49-62.
• Pike, S. (2012). Destination positioning opportunities using personal values: Elicited through the Repertory Test with Laddering Analysis. Tourism Management, 33(1), 100-107. https://doi.org/10.1016/j.tourman.2011.02.008 (25.06.2020).
• Reynolds, T. J. & Gutman, J. (1988). Laddering theory, method, analysis, and interpretation. Journal of Advertising Research, 28(1), 11-31.
• Roehrich, G. & Valette-Florence, P. (1991). A weighted cluster-based analysis of direct and indirect connections in means-end analysis: An application to lingerie retail. In: Workshop on Value and Lifestyle Research in Marketing. Brussels: EIASM.
• Rokeach, M. (1973). The nature of human values. Free press. https://doi.org/10.1093/sf/53.4.659 (6.06.2020).
• Rossiter, J. R. & Percy, L. (1987). Advertising and promotion management. McGraw-Hill Book Company.
• Sánchez-Fernández, R. & Iniesta-Bonillo, M. Á. (2007). The concept of perceived value: A systematic review of the research. Marketing Theory, 7(4), 427-451. https://doi.org/10.1177/1470593107083165 (28.06.2020).
• Solomon, M., Bamossy, G., Askegaard, S. & Hogg, M. K. (2006). Consumer Behaviour: A European Perspective. Harlow: Prentice Hall.
• Sultan, F., Rohm, A. J. & Gao, T. T. (2009). Factors influencing consumer acceptance of mobile marketing: a two-country study of youth markets. Journal of Interactive Marketing, 23(4), 308-320. https://doi.org/10.1016/j.intmar.2009.07.003 (26.07.2020).
• Upadhyaya, M. (2013). Function of projective techniques in improving brand personality. African Journal of Marketing Management, 5(1), 20-25.
• Vanderstoep, S. W. & Johnson, D. D. (2008). Research methods for everyday life: Blending qualitative and quantitative approaches. John Wiley & Sons.
• Van Kleef, E., Van Trijp, H. C. & Luning, P. (2005). Consumer research in the early stages of new product development: a critical review of methods and techniques. Food Quality and Preference, 16(3), 181-201. https://doi.org/10.1016/j.foodqual.2004.05.012 (12.07.2020).
• Van Rekom, J. & Wierenga, B. (2007). On the hierarchical nature of means-end relationships in laddering data. Journal of Business Research, 60(4), 401-410. https://doi.org/10.1016/j.jbusres.2006.10.004 (14.07.2020).
• Venkatesh, A., Joy, A., Sherry Jr, J. F. & Deschenes, J. (2010). The aesthetics of luxury fashion, body and identify formation. Journal of Consumer Psychology, 20(4), 459-470. https://doi.org/10.1016/j.jcps.2010.06.011 (21.06.2020).
• Verplanken, B. & Holland, R. W. (2002). Motivated decision making: effects of activation and self-centrality of values on choices and behavior. Journal of Personality and Social Psychology, 82(3), 434-447. https://doi.org/10.1037//0022-3514.82.3.434 (20.06.2020).
• Verplanken, B. & Roy, D. (2015). Consumer habits and sustainable consumption In: Handbook of research on sustainable consumption (243-253). Edward Elgar Publishing. https://doi.org/10.4337/9781783471270.00026 (20.06.2020).
• Walker, B. A. & Olson, J. C. (1991). Means-end chains: Connecting products with self. Journal of Business Research, 22(2), 111-118. https://doi.org/10.1016/0148-2963(91)90045-Y (6.06.2020).
• Wilhelms, M. P., Henkel, S. & Falk, T. (2017). To earn is not enough: A means-end analysis to uncover peer-providers' participation motives in peer-to-peer carsharing. Technological Forecasting and Social Change, 125, 38-47. https://doi.org/10.1016/j.techfore.2017.03.030 (19.07.2020).
• Wittmer, A. & Riegler, B. (2014). Purchasing a general ticket for public transport - A means end approach. Travel Behaviour and Society, 1(3), 106-112. https://doi.org/10.1016/j.tbs.2014.05.001 (12.07.2020).
• Xiao, L., Guo, Z. & D'Ambra, J. (2017). Analyzing consumer goal structure in online group buying: A means-end chain approach. Information & Management, 54(8), 1097-1119. https://doi.org/10.1016/j.im.2017.03.001 (11.07.2020).
• Young, S. & Feigin, B. (1975). Using the benefit chain for improved strategy formulation. Journal of Marketing, 39(3), 72-74. https://doi.org/10.1177/002224297503900315 (6.06.2020).
• Zaltman, G. (1995). U.S. Patent No. 5,436,830. Washington, DC: U.S. Patent and Trademark Office.
• Zaltman, G. (2001). U.S. Patent No. 6,315,569 B1. Washington, DC: U.S. Patent and Trademark Office.

Identyfikatory

DOI

10.33226/1231-7853.2021.10.1