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?

A method to uncover the values that arise from a need

What is Zaltman's ZMET approach?

A method that uses metaphors to explain things

What are three of the ZMET analogies?

  • Balance
  • Journey
  • Connection

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