Valette-Florence, Pierre3; Sirieix, Lucie3; Grunert, Klaus G.5; Nielsen, Niels Asger1
1 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University2 MAPP - Centre for Research on Customer Relations in the Food Sector, Aarhus School of Business, Aarhus BSS, Aarhus University3 unknown4 Department of Management, Aarhus BSS, Aarhus University5 Department of Management, Aarhus BSS, Aarhus University
This article aims to stress the potentiality of means-end chain analysis for studying cognitive structures on a cross-cultural basis. More precisely, the study attempts to compare and diffrentiate the means-end orientations motivating or demotivat consumers to buy seafood products in two different countries, France and Denmark. The results, although exploratory, lead to the identification of potential common and country-specific targets.
HHÅ forskning; MAPP
Main Research Area:
Sixth Symposium on Cross-Cultural Consumer and Business Studies, Honolulu, 1997