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

Edité par Lawrence Erlbaum Associates, 2001

A propos de cet article

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. N° de réf. du vendeur 010628

Détails bibliographiques

Titre : Understanding Consumer Decision Making: The ...

Éditeur : Lawrence Erlbaum Associates

Date d'édition : 2001

Reliure : Hardcover

Etat : Near Fine

Edition : 1st Edition

A propos de ce titre

Synopsis :

This edited volume will help business and academic researchers understand the means-end approach to understanding consumers. This is a qualitative marketing research method to gain customer insight into decision making.

À propos de l?auteur:

Reynolds, Thomas J.; Olson, Jerry C.