Advancing means–end chains by incorporating Heider's balance theory and Fournier's consumer–brand relationship typology

Means–end chain theory proposes that knowledge held in consumer's memory is organized in a hierarchy with concrete thoughts linked to more abstract thoughts in a sequence progressing from means (i.e., product features), to psychological and social consequences, and finally to ends (i.e., fulfillment of personal values). This article proposes several advances in the theory. First, specific buying and consumption situations serve as frames of reference when consumers are thinking about products and alternative features of products and brands. Second, states of psychological imbalance may occur in consumers' minds among linkages retrieved automatically for features–consequences and consequences–values; thus, Heider's balance theory informs means–end chain theory and research. The theoretical and practical usefulness of means–end research increases from asking consumers to name an acceptable alternative to the product and brand used in a recent consumption situation, as well as an unacceptable option, and to describe the features–consequences–values of these options; consequently, Fournier's alternative relationships of consumer–brands (e.g., casual friendships, marriages, enmities) become relevant for means–end chain theory. To examine the propositions empirically, the article describes psychological schemas for four means–end chains that link two consumers' recent lived consumption situations to personal values. © 2004 Wiley Periodicals, Inc.