Consumers' evaluative structures in two ethical situations: A means-end approach

Pitts, Robert E.; Wong, John K.; Whalen, D. Joel

doi:10.1016/0148-2963(91)90046-z

Cited by 59 publications

(31 citation statements)

References 17 publications

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“…Consumer value formation may stem from the bundle of attributes that the product possesses, which could be tangible or intangible (Kotler, 2002;McColl-Kennedy & Kiel, 2000). Product attributes identified in the literature included packaging, color, price, quality, brand, even the service level and reputation of the seller (Pitts, Wong, & Whalen, 1991;Stanton, Etzel, & Michael, 1991). Product attributes are intermediate values that consumers perceive to achieve final ends of benefits rather than risks (Peter, Olson, & Grunert, 1993;Pieters, Baumgartner, & Allen, 1995;Woodruff, 1997).…”

Section: Introductionmentioning

confidence: 99%

Ends Justify Means? Organic Cotton Products’ Purchasing Motivations

Chen

Wei

2012

Agribusiness

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In green marketing, the motivations for purchasing environmentally friendly products are often elusive, e.g., altruism mixed with some egoism, or a mixed-up means and ends. The purpose of this study was to apply the means-end-chain framework to build a model for the different motivations that consumers would have in favor of organic cotton products in Taiwan. Three hierarchical levels of means-end were included in the framework for organic cotton products: product attributes, consequences of using products possessing certain attributes, and fulfillment of personal values achieved through positive consequences after using the organic product possessing certain attributes. A survey questionnaire was designed based on product attributes and consequences identified from the Kahle, Beatty, and Homer's List of Values (LOVs; 1986) for respondents to rate their importance on a 5-point Likert scale. The LOVs included nine values of common purchasing motivations, such as sense of belonging, excitement, and warm relationship with others, etc. For the 399 usable cases, fuzzy logic association mining rules were applied. The findings indicated that there were four significant routes by which respondents could achieve the personal value of security. However, knowing respondents' personal value of security as the ultimate motivation for favoring organic cotton is only part of the picture. Only through a full understanding of different paths that lead to security can firms effectively design communication strategies to reach potential consumers.

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Section: Introductionmentioning

confidence: 99%

Ends Justify Means? Organic Cotton Products’ Purchasing Motivations

Chen

Wei

2012

Agribusiness

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“…In addition to the issues of cognitive types contained in a hierarchy and the specific relationships among these cognitions, another interesting proposition is that relationships between dimensional components of cognitions may vary by purchasing situation (e.g., Homer & Kahle, 1988;Pitts, Wong, & Whalen, 1991). The rationale for this influence is that, although specific motivations (or personal-value dimensions) for making a product purchase may not change by situation, specific conditions may cause a revision in the relative perceived importance attached to these motivations.…”

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confidence: 95%

A study of Japanese consumers' cognitive hierarchies in formal and informal gift‐giving situations

Lotz¹,

Shim²,

Gehrt³

2002

Psychology and Marketing

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In recent years, academicians have shown an increasing interest in Asian gift-giving behavior. Yet studies investigating Asians' cognitive hierarchical structures in the gift-giving context have been limited. Additionally, the literature suggests that Asian consumers' cognitive structures are particularly affected by situational contingencies. Thus, this study examines Japanese consumers' cognitive hierarchies, in a gift-giving context, in formal and informal situations utilizing a most-abstract to least-abstract cognitive hierarchical framework. Data were collected through a mail survey of Japanese consumers in the greater Tokyo area and six other major metropolitan cities. As hypothesized, structural-equation modeling results revealed that the Japanese consumer's cognitive hierarchical flow from most-to least-abstract cognitions remained intact regardless of the situation. In contrast, as expected, differing situations were found to influence intercognitive dimensional relationships. Implications of these findings are discussed. ᭧

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“…(As shown in Figure 1) Figure 1. Means-End Chains model Source: Mulvey, Olson, Celsi, & Walker, 1994;Olson & Reynolds, 1983;Walker & Olson, 1991 Attributes are characteristics of preferred product or services perceived by users (Reynolds, Dethloff, & Westberg, 2001) and they may be "Concrete Attributes" that are tangible or "Abstract Attributes" that are intangible (Pitts, Wong, & Whalen, 1991;Peter & Olson, 2010). A key importance of the Means-End chains is that consumers view products as bundles of benefits (consequences), rather than bundles of attributes.…”

Section: Means-end Chains Theorymentioning

confidence: 99%