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| Author: | Ligas, M. |
| Title: | People, products, and pursuits: exploring the relationship between consumer goals and product meanings |
| Journal: | Psychology and Marketing
2000 : NOV, VOL. 17:11, p. 983-1003 |
| Index terms: | CONSUMERS GOALS DYNAMIC MODELS |
| Language: | eng |
| Abstract: | Does a relationship exist between a consumer's goals and the meaning associated with a product? Two product meaning categories are considered - a functional meaning that highlights the attributes and benefits associated with the product, and a symbolic meaning that captures more intrinsic and abstract notions about the purchase. A dynamic goal structure is considered that consists of three distinct levels of motivation - the having level, the doing level, and the being level. |
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