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