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Pyramidal Hierarchical-Structure of Means-End Chains Theory and Customers' Cognitive Categorization Process

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2008, 32(6), pp.221-232
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

Chong,Yu-kyeong 1

1세종대학교

Accredited

ABSTRACT

The means-end chain theory suggests that consumers perceive and judge products as the means to achieving a desired end-state in a given product-use situation. This study presents the unique pyramid-structure of the means-end chain; a model linking perceived product attribute to values. In addition, the categorization process in a product-use situation, the concept necessary to the explication was discussed in the last. Understanding these concepts provide opportunities for managers to target market segmentation and advertising based on the customers' desired end-states.

Citation status

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