What does the Means-End Chain Theory connect?

The Means-End Chain Theory connects product attributes to consumer desires by illustrating how specific features of a product can lead to desired benefits and ultimately fulfill personal values or goals. This theory posits that consumers make purchasing decisions based on how well a product's attributes meet their needs and help them achieve their desired outcomes.

For instance, a consumer may choose a particular brand of running shoes because they appreciate the shoe's lightweight design (a product attribute), which contributes to comfort during a run (a benefit), and this in turn may support their goal of maintaining personal fitness or improving health (a consumer desire). The theory emphasizes the psychological connections that consumers create between what a product offers and what they aspire to achieve or feel, making it a valuable framework for marketers in understanding and influencing consumer behavior effectively.