What does the means-end chain link together?

The means-end chain focuses on the relationship between product attributes, the consequences of using those products, and the underlying values that drive consumer behavior. It illustrates how consumers select products based on not just their features (attributes) but also the benefits (consequences) those features offer, which ultimately connect to their personal values and motivations.

For instance, a consumer might choose a particular shampoo (product attribute) because it promises to make their hair shinier (consequence), which in turn helps them feel confident and attractive (value). This chain helps marketers understand the deeper reasons behind consumer choices, guiding them to tailor their products and messaging to connect with consumers' values.

The other options lack this holistic connection. For example, while brand loyalty and product quality are important, they do not capture the underlying motivational framework that the means-end chain emphasizes. Similarly, marketing strategies and customer demographics deal more with targeting and positioning than with consumer psychological processes in product selection. Therefore, the second choice accurately encapsulates how the means-end chain operates, linking product attributes to consequences and values.