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

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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. N° de ref. del artículo 010628

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