Understanding Consumer Decision Making: The Means-End Approach to Marketing and Advertising Strategy

By Thomas J. Reynolds; Jerry C. Olson | Go to book overview

16
Means-End Chain Theory and Involvement:
Potential Research Directions
Christel Claeys
Catholic University of Leuven, Belgium
Piet Vanden Abeele
Catholic Univerity of Leuven, Belgium

ABSTRACT

This chapter focuses on the utility of the means-end chain theory for the analysis of involvement. At the conceptual level, a number of ideas on how the paradigm can provide academics with a new alternative to operationalize involvement are developed. We suggest that it is necessary to extend the conceptualization of involvement from the means-end chain perspective beyond value attainment. Several characteristics of the hierarchical value map (HVM) are introduced as potential indices of involvement. We discuss their nature, their interdependencies, and their contribution to the assessment of involvement.


INTRODUCTION

Since the 1970s, involvement has been introduced as an explanatory or moderating variable in a wide variety of consumer-related research. The construct has shown to mediate such consumer behavior topics as attitudes, decision making, information processing, advertising effectiveness, cognitive structures, and brand loyalty, to name but a few. The influence of involvement on major aspects of consumer behavior justifies its central status in contemporary consumer research. Therefore, it is a reasonable research

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