ABSTRACT
SUMMARY. This article aims to stress the potentiality of means-end chain analysis for studying cognitive structures on a cross-cultural basis. More precisely, the study attempts to compare and differentiate the means-end orientations motivating or demotivating consumers to buy seafood products in two different countries, France and Denmark. The results, although exploratory, lead to the identification of potential common and country-specific targets. [Article copies available for a fee from The Haworth Document Delivery Service: 1-800-342-9678. E-mail address: getinfo@haworthpressinc.com <Website: https://www.haworthpressinc.com >]
