Brunsø, Scholderer and Grunert (in press) reconstruct means-end chain theory and lifestyle within a dual-process framework, incorporating bottom-up and top-down information-processing routes. The bottom-up route of their model is defined as a hierarchical categorization process, and the top-down route as goal-directed action. Lifestyle, then, is seen as a system of individual differences in the habitual use of declarative and procedural knowledge structures that intervene between abstract goal states (personal values) and situation-specific product perceptions and behaviors. Access of the intervening knowledge structures is considered a necessary condition for both information-processing routes to reach their ends, predicting a complete-mediation model. The initial study by Brunsø et al. (in press) was exactly replicated based on survey data gathered in the United Kingdom in 1998, using the list of values as a measure of abstract goal states, the food-related lifestyle instrument as a measure of intervening knowledge structures, and the food-related behavior list as a measure of the frequency of a broad range of consumption behaviors. Data were analyzed by means of structural equation modeling. Compared against five alternative model structures, the complete-mediation model fitted the data best, thus confirming the predictions derived from the reconstructed theory, and cross-validating the initial model in a different consumer population.
Advances in Consumer Research, 2002, Vol 29, Issue -, p. 551-557
MAPP; HHÅ forskning; Means-end; Theory of lifestyle; Means-end theory; Means-end chain; Lifestyle; Food-related lifestyle