A new publication titled "A Means-End Chain Approach to Investigate Consumer Motives for the Choice of Bread Made from Heritage Cereals" by Wen-Xiu Wang, Corinna Hempel, and Jutta Roosen has just been published in the Journal of Food Products Marketing. This research combines soft and hard laddering techniques to investigate consumers’ purchase motives for bread made from heritage cereal varieties. Curious? Check out this new paper here!