haku: @author Graeff, T. / yhteensä: 3
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| Tekijä: | Graeff, T. |
| Otsikko: | Comprehending product attributes and benefits: the role of product knowledge and means - end chain inferences |
| Lehti: | Psychology and Marketing
1997 : MAR, VOL. 14:2, p. 163-184 |
| Asiasana: | PSYCHOLOGY MARKETING KNOWLEDGE |
| Kieli: | eng |
| Tiivistelmä: | One hundred twenty consumers (classified as either higher or lower knowledge) read an advertisement for a camera described by either attributes or consequences, or both attributes and their related consequences. Thought listings coded for inferences at varying levels of abstraction corresponding to means - end chain theory revealed that most inferences were about self-relevant product consequences. Results also suggest that higher-knowledge consumers are more likely to infer cause-and-effect means - end associations during product comprehension. |
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