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Understanding Consumer Decision Making

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advertising effectiveness
Advertising Strategy
approach
Beauty Consultants
Category=GPQ
Category=KJSA
Category=KJSM
chains
Choice Criteria
consumer motivation theory
data
Develop Advertising Strategy
end
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
Executional Framework
I
Implication Matrix
interviews
laddering
Laddering Data
Laddering Interviews
Laddering Methods
Laddering Research
Laddering Study
laddering technique
Lawn Care Services
marketing psychology
means
Means End Approach
Means End Chain Approach
Means End Chain Model
Means End Chains
Means End Framework
Means End Model
Means End Theory
MEC Theory
MECCAS Model
orientation
perceptual
Perceptual Orientations
qualitative laddering interview methods
Relevant Behaviors
sales force motivation
theory
value chain analysis
Vanden Abeele

Product details

  • ISBN 9780805817317
  • Weight: 657g
  • Dimensions: 152 x 229mm
  • Publication Date: 01 May 2001
  • Publisher: Taylor & Francis Inc
  • Publication City/Country: US
  • Product Form: Paperback
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Description

The goal of this book is to help business managers and academic researchers understand the means-end perspective and the methods by which it is used, and to demonstrate how to use the means-end approach to develop better marketing and advertising strategy. The authors discuss methodological issues regarding interviewing and coding, present applications of the means-end approach to marketing and advertising problems, and describe the conceptual foundations of the means-end approach.

This book is of interest to academic researchers in marketing and related fields, graduate students in business, marketing research professionals, and business managers. It is intended as a reference book containing ideas about the means-end approach and its applications.
About
Reynolds, Thomas J.; Olson, Jerry C.