• English
    • ไทย
  • English 
    • English
    • ไทย
  • Login
View Item 
  •   AU-IR Home
  • 2 Faculties
  • 2.04 Theophane Venard School of Biotechnology
  • Articles
  • View Item
  •   AU-IR Home
  • 2 Faculties
  • 2.04 Theophane Venard School of Biotechnology
  • Articles
  • View Item
JavaScript is disabled for your browser. Some features of this site may not work without it.

Browse

All of AU-IRCommunities & CollectionsBy Issue DateAuthorsTitlesSubjectsResource TypesThis CollectionBy Issue DateAuthorsTitlesSubjectsResource Types

My Account

LoginRegister

Combining means-end chain analysis and the portrait value questionnaire to research the influence of personal values on food choice

by Kamolnate Kitsawad

Title:

Combining means-end chain analysis and the portrait value questionnaire to research the influence of personal values on food choice

Author(s):

Kamolnate Kitsawad

Issued date:

2014

Publisher:

Elsevier Ltd.

Citation:

Food Quality and Preference

Abstract:

Personal values can be measured using quantitative or qualitative methods. This paper aims to investi- gate the attribute-consequence-value patterns collected from means-end chain analysis and to examine their relationship to personal value domains from Schwartz value theory measured through the use of the Portrait Value Questionnaire. The study was performed on two product categories, potato chips and orange juice, in which two value segments of opposing value domains were found, Conservatism and Openness to change clusters. There was consistency between means-end chain analysis results and the expected traits of the value domains. The Conservatism cluster embracing security, tradition, and confor- mity values sought financial security through saving money by paying more attention to price and selected familiar brands in order to avoid risks of spending extra money. The Openness to change cluster, which embraced hedonism and stimulation values, emphasized attaining pleasure and enjoyment in life through various consequences that branched out from a number of sensory product attributes. This study illustrates the compatibility between the two instruments. The use of means-end chain analysis con- firmed Schwartz’s definition of values as guiding behavior, and that values are ordered by relative importance.

Keyword(s):

Personal values
Means-end chain
Laddering
Portrait Value Questionnaire
Food choice

Resource type:

Article

Extent:

10 pages

Type:

Text

File type:

application/pdf

Language:

eng

URI:

http://repository.au.edu/handle/6623004553/17776
Show full item record

Files in this item (CONTENT)

Thumbnail
View
FQP-Article-17776.pdf ( 651.02 KB )

This item appears in the following Collection(s)

  • Articles [37]


Copyright © Assumption University.
All Rights Reserved.

Contact Us

The St. Gabriel's Library   
Hua Mak Campus  
Ramkhamhaeng 24, Hua Mak  
Bangkok Thailand 10240  
Tel.: (662) 3004543-62 Ext. 3402  
Fax.: (662) 7191544  
E-Mail Library : library@au.edu  


The Cathedral of Learning Library
Suvarnabhumi Campus
Bang Na-Trad Km. 26 Bangsaothong
Samuthprakarn Thailand 10540
Tel.: (662) 7232024, 7232025
Fax.: (662) 7191544
E-Mail Library : library@au.edu
 

 



Copyright © Assumption University.
All Rights Reserved.

Contact Us

The St. Gabriel's Library   
Hua Mak Campus  
Ramkhamhaeng 24, Hua Mak  
Bangkok Thailand 10240  
Tel.: (662) 3004543-62 Ext. 3402  
Fax.: (662) 7191544  
E-Mail Library : library@au.edu  


The Cathedral of Learning Library
Suvarnabhumi Campus
Bang Na-Trad Km. 26 Bangsaothong
Samuthprakarn Thailand 10540
Tel.: (662) 7232024, 7232025
Fax.: (662) 7191544
E-Mail Library : library@au.edu
 

 

‹›×