Lecture slides and materials - B. Means-End Chains in Marketing - Insights & motivations
7 important questions on Lecture slides and materials - B. Means-End Chains in Marketing - Insights & motivations
What are the two types of attributes for the means-end chain theory?
- Physical Characteristics
- Abstract characteristics
What are the two types of consequences for the means-end chain theory?
- Psychosocial
- Functional
What are the two types of Values for the means-end chain theory?
- Terminal-internal
- Instrumental-external
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What are the two levels of abstraction in the means-end chain theory?
- Functional/ utilitarian -> rational
- Symbolic/ expressive -> emotional, hedonic
What is a Means-end chain analysis?
What is Zaltman's ZMET approach?
What are three of the ZMET analogies?
- Balance
- Journey
- Connection
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