A Study on the Consumers’ Brand Cognition and Design Strategy by ZMET

Autor:	Chen-Hao Fan
Rok vydání:	2009
Předmět:	Value (ethics) Power (social and political) Metaphor Content analysis Laddering media_common.quotation_subject Cognition Advertising Psychology Commoditization Elicitation technique media_common
Zdroj:	Lecture Notes in Computer Science ISBN: 9783642027123 HCI (7)
DOI:	10.1007/978-3-642-02713-0_35
Popis:	The research used Means-End Chain as theory basis to combine the consumers' inclinations sense to form the chain-relation as "attributes-result-value", using a new Zaltman Metaphor Elicitation Technique to analyze the high involvement people thoughts and feelings to find out about the consumer's profound concept. Personal interview data was examined in the application of qualitative analysis of Laddering Technique and content analysis method, so as to explore the hierarchical relations of customers' cognitive value, and to build up their mental map and hierarchical value map (HVM). Based on the collected HVM elicited from the study, it has shown that the consumers' ultimate values through 73 components are "pleasure", "commoditization", "agelong power", "free and easy", "exhilaration", "experience of Japanesque life", "progress in personal sense. he results of the research help designer understand precisely the detailed product in accordance' deep thoughts, as well as the factors that affect customers' buying behavior.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::71a20f4759a70c82070c8a756e2aacd0 https://doi.org/10.1007/978-3-642-02713-0_35 Zobrazit plný text záznamu