Means-End Relations
Means-end relations are generally assumed to be hierarchical, and, by implication, asymmetrical. That is, if A is a means to achieve B, B is not at the same time also a means to achieve A. Literature casting doubt on this directedness of means-end relations is reviewed, and the hypothesis of means-end relations having direction is tested in two empirical studies. In these studies the means-end relations turn out to be symmetrical rather than asymmetrical. Means-end structures may therefore better be conceptualized as semantic networks rather than as straight hierarchies. Consequently, for the presentation and interpretation of the results from means-end studies, the emphasis should be on elements that derive from the network nature of the cognitive structure and not from the (possibly misleading) notions of hierarchy.
Year of publication: |
2002-04-08
|
---|---|
Authors: | van Rekom, van Rekom, J. ; Wierenga, Wierenga, B. |
Institutions: | Erasmus Research Institute of Management (ERIM), Erasmus Universiteit Rotterdam |
Subject: | consumer behavior | hierarchy | laddering | means-end relations | semantic relations |
Saved in:
freely available
Extent: | application/pdf |
---|---|
Series: | ERIM Report Series Research in Management. - ISSN 1566-5283. |
Type of publication: | Book / Working Paper |
Notes: | The text is part of a series RePEc:ems:eureri Number ERS-2002-36-MKT |
Classification: | C44 - Statistical Decision Theory; Operations Research ; D21 - Firm Behavior ; M - Business Administration and Business Economics; Marketing; Accounting ; M31 - Marketing |
Source: |
Persistent link: https://www.econbiz.de/10010837638