Kædeteori for middel og ende

Means-End Chain Theory

Means-End Chain Theory is a marketing theory that suggests consumers make purchasing decisions based on the means to an end they desire. It is based on the idea that consumers link product attributes to desired outcomes, creating a chain of reasoning that guides their decision-making process.

For example, a consumer might buy a luxury car because they believe it will enhance their social status. In this case, the means (buying a luxury car) is linked to the end (enhanced social status) through a logical chain of reasoning.

According to Means-End Chain Theory, marketers can influence consumers’ decision-making by understanding the chains of reasoning that drive their choices. By highlighting the attributes of a product that lead to desirable outcomes, marketers can create strong associations in consumers’ minds and increase the likelihood of a purchase.

Ultimately, Means-End Chain Theory helps marketers understand how consumers think and how they can tailor their marketing strategies to appeal to their target audience’s motivations and desires.

Relevant Link:

For more information on Means-End Chain Theory, you can visit Wikipedia.