How can the means-end chain theory help you identify your audience's motivations?
You want to understand what drives your audience to buy your product or service, right? But how do you go beyond the surface level of their needs and wants, and uncover their deeper motivations and values? One way to do that is to use the means-end chain theory, a consumer behavior model that helps you link your product attributes to your audience's personal goals. In this article, you'll learn what the means-end chain theory is, how it works, and how you can apply it to your market research.