search query: @author Pieters, R. / total: 10
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| Author: | Pieters, R. Baumgartner, H. Allen, D. |
| Title: | A means-end chain approach to consumer goal structures |
| Journal: | International Journal of Research in Marketing
1995 : OCT, VOL. 12:3, p. 227-244 |
| Index terms: | LADDERS THEORIES RESEARCH |
| Language: | eng |
| Abstract: | This paper presents a conceptualization of goal-directed consumer behavior in terms of a hierarchical structure of increasingly more abstract goals which are connected to one another through means-end relationships. The goal structure incorporates both the relatively concrete level of specific actions plans, which is concerned with the how of behavior, and the more abstract level of values and motives, which provide the ultimate reasons for pursuing a course of action and thus constitute the why of behavior. The authors also discuss how goal structures can be assessed empirically. |
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