The document introduces the Means-End Chain Model, which assumes that consumers value products based on the ends or abstract values that the products can attain. The model proposes that products have attributes that provide benefits or consequences, which in turn allow consumers to achieve higher-level personal values. It outlines the three levels of the model - attributes, benefits/consequences, and values - and provides examples of how different attributes of products can enable benefits that help consumers achieve values like health, pleasure, and self-respect.

1. Welcome to
Motivation and Value
The means end Chain Model

2. What’s a The Means end
Chain Model…???

3. Assumes specific product attributes
to terminal values.

4. Products are thus valued as the
means to an end

5. Products are consumed because they
are instrumental in attaining more
abstract values

6. The Three Level…

7. Attributes Benefits/Consequences Value
concrete and tangible
characteristics.
what the product is
perceived as doing or
providing to the consumer.
Maybe related to use or
socio psychological
consequences of
Intangible outcomes or ends
 Low fat  Healthy  Self-respect
 Wisdom
 Calcium  Healty bones  Confortable life
 wisdom
 Igredients  Good taste  Pleasure
 Happiness
 Vitamins  Enhanced sexual
 Ability
 Excitement
 fun
 pleasure

8. The Aim Promotion Positioning a
Higher of Chain…

9. Self esteem
Feeling of Power
Performance
Fast Acceleration
Large Engine