Understanding Consumer Decision Making: The Means-End Approach to Marketing and Advertising Strategy

Thomas J. Reynolds; Jerry C. Olson

ISBN 10: 0805817301 / ISBN 13: 9780805817300

Editore: Lawrence Erlbaum Associates, 2001

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Oversized hardcover, xvii + 447 pages, NOT ex-library. Weight 940g. Book is clean and bright throughout with unmarked text, free of inscriptions and stamps, firmly bound. Minor handling wear. Issued without a dust jacket. -- An exploration of consumer behaviour through the lens of the means-end approach. This book provides valuable insights into how consumers make decisions by connecting product attributes with personal values and benefits. The means-end approach offers a structured framework for understanding these connections and helps marketers create strategies that resonate with consumers' deeper motivations. With contributions from experts in the field, the book covers various aspects of consumer decision-making processes, including the importance of values in consumption, hierarchical decision models, and the integration of this approach into marketing and advertising strategies. It also discusses how this framework can be used to develop more effective advertising messages and market positioning, making it a crucial resource for marketing professionals, advertisers, and business strategists. By focusing on the psychological underpinnings of consumer choices, this volume sheds light on the implicit reasons why people choose specific products and brands. It offers tools for improving communication and understanding consumer values, thus helping brands better align their products with customer needs.

Codice articolo 010628

Dati bibliografici

• Titolo: Understanding Consumer Decision Making: The Means-End Approach to Marketing and Advertising Strategy
• Editore: Lawrence Erlbaum Associates
• Data di pubblicazione: 2001
• Lingua: Inglese
• ISBN 10: 0805817301
• ISBN 13: 9780805817300
• Rilegatura: Hardcover
• Edizione: 1st Edition
• Condizione: Near Fine

Descrizione articolo

Riassunto

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.

Informazioni sull?autore

Reynolds, Thomas J.; Olson, Jerry C.