Understanding Consumer Decision Making

<p>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. <br><br> 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.</p> <p><b>Contents: J.A. Howard, G.E. Warren,</b> Foreword. Preface. <b>Part I:</b><i>Introduction.</i><b>J.C. Olson, T.J. Reynolds,</b> The Means-End Approach to Understanding Consumer Decision Making. <b>Part II:</b><i>Using Laddering Methods to Identify Means-End Chains.</i><b>T.J. Reynolds, J. Gutman,</b> Laddering Theory, Method, Analysis, and Interpretation. <b>K.G. Grunert, S.C. Beckmann, E. Sørensen,</b> Means-End Chains and Laddering: An Inventory of Problems and an Agenda for Research. <b>T.J. Reynolds, C. Dethloff, S.J. Westberg,</b> Advancements in Laddering. <b>C.E. Gengler, T.J. Reynolds,</b> Consumer Understanding and Advertising Strategy: Analysis and Strategic Translation of Laddering Data. <b>Part III:</b><i>Developing and Assessing Advertising Strategy.</i><b>T.J. Reynolds, J. Gutman,</b> Advertising Is Image Management. <b>T.J. Reynolds, A.B. Craddock,</b> The Application of the MECCAS Model to the Development and Assessment of Advertising Strategy: A Case Study. <b>J.R. Rossiter, L. Percy,</b> The a-b-e Model of Benefit Focus in Advertising. <b>T.J. Reynolds, D.B. Whitlark, R.B. Wirthlin,</b> Effectively Translating In-Depth Consumer Understanding Into Communications Strategy and Advertising Practice. <b>T.J. Reynolds, C. Gengler,</b> A Strategic Framework for Assessing Advertising: The Animatic Versus Finished Issue. <b>Part IV:</b><i>The Means-End Approach to Developing Marketing Strategy.</i><b>T.J. Reynolds, J.P. Rochon, With S.I. Westberg,</b> A Means-End Chain Approach to Motivating the Sales Force: The Mary Kay Strategy. <b>T.J. Reynolds, J.P. Rochon,</b> Consumer Segmentation Based on Cognitive Orientations: The ChemLawn Case. <b>T.J. Reynolds, J. Norvell,</b> Fund-Raising Strategy: Tapping Into Philanthropic Value Orientations. <b>J.A. Norton, T.J. Reynolds,</b> The Application of Means-End Theory in Industrial Marketing. <b>T.J. Reynolds, S.J. Westberg,</b> Beyond Financial Engineering: A Taxonomy of Strategic Equity. <b>Part V:</b><i>Theoretical Perspectives for Means-End Research.</i><b>C. Claeys, P.V. Abeele,</b> Means-End Chain Theory and Involvement: Potential Research Directions. <b>J.B. Cohen, L. Warlop,</b> A Motivational Perspective on Means-End Chains. <b>R. Pieters, D. Allen, H. Baumgartner,</b> A Means-End Conceptualization of Goal-Directed Consumer Behavior.</p>