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Prof dr hab. Adam Sagan
ORCID: 0000-0002-5608-179X
Prof dr hab. Adam Sagan Full professor, at Cracow University of Economics, head of the Department of Market Analysis and Marketing Research. Author of publications in the field of structural equation modeling, Means-End Theory and consumer behavior.
DOI: 10.33226/1231-7853.2021.10.1
JEL: M30, M31, M37

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.

 

Keywords: laddering; Means-End Chain; self-concept; typology of consumer value; Zaltman Metaphor Elicitation Technique

Prof dr hab. Adam Sagan

Full professor, at Cracow University of Economics, head of the Department of Market Analysis and Marketing Research. Author of publications in the field of structural equation modeling, Means-End Theory and consumer behavior.