Bridging Means-End Chain theory and self-concept through hybrid elicitation technique

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.

 

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