search query: @indexterm Purchasing / total: 606
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| Author: | Houston, M. Walker, B. |
| Title: | Self-relevance and purchase goals: mapping consumer decision |
| Journal: | Journal of the Academy of Marketing Science
1996 : SUMMER, VOL. 24:3, p. 232-245 |
| Index terms: | MARKETING MODELS PURCHASING |
| Language: | eng |
| Abstract: | The purpose of this research is to introduce a cognitive mapping methodology designed to explore the goal structures that are activated by a consumer's experienced feelings of self-relevance or involvement with a product or service. In particular, the authors examine how a consumer's enduring involvement with a product class (greeting cards) and specific decision situations affect the content and structure of the activated purchase goals in a consumer's decision map. As compared to enduring involvement, the decision situation more strongly affected the content of the goals in the decision maps. |
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