An Application of Means-End Analysis in a Cross-Cultural Context Book Chapter

Kara, A, Laskey, HA, Seaton, FB. (2015). An Application of Means-End Analysis in a Cross-Cultural Context . 339-343. 10.1007/978-3-319-17323-8_77

cited authors

  • Kara, A; Laskey, HA; Seaton, FB

authors

abstract

  • The role of values in creating effective mass communication in a cross-cultural context is briefly reviewed. In particular, the laddering process relating product attributes ta ultimate life goals is examined. Within this framework, a means-end analysis of automobiles is conducted for samples of Anglos and Hispanics. Results show that the primary and secondary means-end chains are different for the two groups. The impact on mass communications to the two groups is discussed.

publication date

  • January 1, 2015

Digital Object Identifier (DOI)

start page

  • 339

end page

  • 343