Consumers' means-end chains for lthinkr and “feel” products

Abstract This article contributes to the validation of the “think/feel” or “informational/transformational” distinction, which is one of the dimensions of product classification matrices such as the FCB-grid or the Percy-Rossiter grid. Although the distinction is well documented in the conceptual literature, empirical evidence and validity tests are scarce. This study applied the laddering methodology to measure cognitive structures associated with “think” and “feel” products. Significant differences in the knowledge structures emerge from the data, and these are in line with the theoretical expectations. Convergent validity with the Ratchford methodology for measuring “think/feel” is obtained as well.

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