Understanding Consumer Decision Making: The Means-end Approach To Marketing and Advertising Strategy

by Reynolds, Thomas J.; Olson, Jerry C.

• ISBN13: 9780805817317
• ISBN10: 080581731X
• eBook ISBN(s): 9781135693152
• Format: Paperback
• Copyright: 2001-05-01
• Publisher: Lawrence Erlbau
• More Book Details

Summary

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.

Table of Contents

Foreword	xi
John A. Howard
George E. Warren
Preface	xv
I. INTRODUCTION
The Means-End Approach to Understanding Consumer Decision Making	3	(22)
Jerry C. Olson
Thomas J. Reynolds
II. USING LADDERING METHODS TO IDENTIFY MEANS-END CHAINS
Laddering Theory, Method, Analysis, and Interpretation	25	(38)
Thomas J. Reynolds
Jonathan Gutman
Means-End Chains and Laddering: An Inventory of Problems and an Agenda for Research	63	(28)
Klaus G. Grunert
Suzanne C. Beckmann
Elin Sorensen
Advancements in Laddering	91	(28)
Thomas J. Reynolds
Clay Dethloff
Steven J. Westberg
Consumer Understanding and Advertising Strategy: Analysis and Strategic Translation of Laddering Data	119	(26)
Charles E. Gengler
Thomas J. Reynolds
III. DEVELOPING AND ASSESSING ADVERTISING STRATEGY
Advertising Is Image Management	145	(18)
Thomas J. Reynolds
Jonathan Gutman
The Application of the MECCAS Model to the Development and Assessment of Advertising Strategy: A Case Study	163	(20)
Thomas J. Reynolds
Alyce Byrd Craddock
The a-b-e Model of Benefit Focus in Advertising	183	(32)
John R. Rossiter
Larry Percy
Effectively Translation In-Depth Consumer Understanding Into Communications Strategy and Advertising Practice	215	(32)
Thomas J. Reynolds
David B. Whitlark
Richard B. Wirthlin
A Strategic Framework for Assessing Advertising: The Animatic Versus Finished Issue	247	(22)
Thomas J. Reynolds
Charles Gengler
IV. THE MEANS-END APPROACH TO DEVELOPING MARKETING STRATEGY
A Means-End Chain Approach to Motivating the Sales Force: The Mary Kay Strategy	269	(14)
Thomas J. Reynolds
John P. Rochon
Steven I. Westberg
Consumer Segmentation Based on Cognitive Orientations: The ChemLawn Case	283	(16)
Thomas J. Reynolds
John P. Rochon
Fund-Raising Strategy: Tapping Into Philanthropic Value Orientations	299	(20)
Thomas J. Reynolds
James Norvell
The Application of Means-End Theory in Industrial Marketing	319	(16)
John A. Norton
Thomas J. Reynolds
Beyond Financial Engineering: A Taxonomy of Strategic Equity	335	(24)
Thomas J. Reynolds
Steven J. Westberg
V. THEORETICAL PERSPECTIVES FOR MEANS-END RESEARCH
Means-End Chain Theory and Involvement: Potential Research Directions	359	(30)
Christel Claeys
Piet Vanden Abeele
A Motivational Perspective on Means-End Chains	389	(24)
Joel B. Cohen
Luk Warlop
A Means-End Conceptualization of Goal-Directed Consumer Behavior	413	(22)
Rik Pieters
Doug Allen
Hans Baumgartner
Author Index	435	(6)
Subject Index	441