Implications for value research: A macro vs. micro perspective

The relation between macro approaches to research on consumer values, such as VALS, and micro approaches, such as the Means‐End Model, is discussed. The relevances of the Means‐End Model, represented by the attribute—consequence—value hierarchy, to judgment tasks of psychological distance and preference evaluation are reviewed. Specifics of the research methods and analysis procedures required to investigate the relative contribution of means‐end theory to explaining the underlying processes of these two judgment tasks are detailed.