Means-end chains: Connecting products with self
Abstract
null null We conducted a study to explore how two decision situations affected subjects' product knowledge, end-goals, and means—end relationships that were activated for greeting cards. Forty female subjects read a decision scenario to buy either a thinking-of-you card or a wedding card. A paper and pencil laddering task was used to elicit subjects' means—end knowledge structures in the given choice situation. In our conceptualization, the...
Paper Details
Title
Means-end chains: Connecting products with self
Published Date
Mar 1, 1991
Journal
Volume
22
Issue
2
Pages
111 - 118
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