Means-End Matrix and Deduction in Consumption Behavior Research

Abstract

This study adopts matrix operations to deduce the logic of the means-end laddering approach and uses flowcharts to illustrate the steps in every laddering-matrix process. In addition to helping programmers understand the logic of means-end laddering for writing computer programs, these flowcharts also provide marketers with the main concepts of means-end chain (MEC) methodology in order to develop better marketing strategies. This study has three major contributions: (1) to propose improvements for constructing the cognitive hierarchies of consumer-product knowledge, (2) to alleviate the weakness of traditional MEC methodology, and (3) to provide the logic of laddering-matrix programming procedure to improve the design of MEC computer software.