- means-end chain
- means-end chain
Marketers try to understand consumers’ knowledge structures by plotting
means-end chains. A means-end chain is a knowledge structure that links a
consumer’s knowledge about product attributes with their knowledge about
consequences and values. The means-end perspective suggests that consumers
think about product attributes subjectively in terms of personal consequences.
Marketers use direct elicitation, free-sort tasks, triad tasks, and laddering to
construct means-end chains
Source: Peter, J. Paul and Jerry C. Olson
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