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ABSTRACT
Means-End Chain theory explains consumer motivation in terms of the personal relevance individuals ascribe to products (Gutman 1982, 1997). Consumer motivation is represented in Means-End Chain theory by the Levels of Abstraction concept which demonstrates how the evaluation of products is based on various goals, ranging from the concrete benefits attained from a products attributes to higher levels potentially satisfying an individuals' enduring values (Gutman 1997). The three levels ofthe Means-End Chain: attributes, consequences, and values, are interconnected in the sense that the lower levels are the means by which the higher levels of abstraction are achieved. Further, the "value" level ofthe hierarchy is not believed to be consciously experienced by the consumer (Claeys, Swinnen, and Abeele 1995), and is considered to be connected to product evaluation only through the immediate or intermediate consequences of consuming the product (Gutman 1991). However, MEC research has only explicitly paid attention to basic, everyday utilitarian products, and has neglected research on the motivation for hedonic products. This research addresses this neglect.
Hirschman and Holbrook (1982) contrasted consumption situations in which consumers are motivated to purchase products that perform utilitarian functions (Utilitarian Product Consumption), and purchase situations in which products are purchased for their symbolic and emotional value (Hedonic Product Consumption). The origins of "Hedonic...