Abstract:
This PhD thesis presents an exploratory study examining how successfully the meansend
chain model can be applied to 11-12 year old British and Spanish girls, and whether
a clear association exists between their personal values and the snacks and clothing
brands they choose.
This study draws on the subjective-interpretive epistemology, and takes a qualitative,
depth interview approach. The author uses the laddering technique to build a mental
map ofbenefits offered by different brands, and the personal values that these brands in
some way satisfy
The author's study makes a methodological contribution to knowledge. Her findings
reveal that the means-end chain model can be successfully applied to the 11-12 year old
respondents, and that there is a clear association between their personal values and the
snacks and clothing brands they select.
This study also makes a theoretical contribution to knowledge, revealing the types of
personal values satisfied by snacks and clothing brands for these young consumers. All
the personal values elicited are inner-directed or outer/other-directed.
A trusted brand name, while not always important, often generates reassurance, can
increase self-esteem and lead to a deepened sense ofbelonging among the peer group.
High levels ofinvolvement can be demonstrated for both sets ofrespondents in both
product categories; clothing, in particular, helps the girls define their identities.
The author's findings are relevant to both marketing managers and to public policymakers
interested in children's health and welfare: respondents feel tremendous
pressure to fit in with their peer group, fear social exclusion, and use snacks and
clothing products to help them achieve a sense ofbe1onging.
The author recommends additional research should be carried out with boys, with
different age groups, with different nationalities and with different product categories to
further enrich the body ofknowledge relating to children's personal values.
