search query: @author Lawson, R. / total: 12
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| Author: | Lawson, R. |
| Title: | Consumer decision making within a goal-driven framework |
| Journal: | Psychology and Marketing
1997 : AUG, VOL. 14:5, p. 427-449 |
| Index terms: | MARKETING PSYCHOLOGY DECISION MAKING |
| Language: | eng |
| Abstract: | Research and theory in consumer decision-making has been dominated by a perspective that assumes that a consumer knows what product category he or she needs. This limited view has resulted in equating consumer decisions with brand choice. The purpose of this article is to provide a framework for considering a wider range of consumer decision-making processes by linking them to different goals that consumers might pursue. A hierarchical goal structure consisting of four levels of goals; abstract principles or values, action programs, more concrete product acquisition, and brand acquisition goals, is proposed as the theoretical construct which ties together a wide range of consumer decision making phenomena. |
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