Psychological meaning: Empirical directions for identification and strategy development

Autor:	Linda L. Golden, Mark I. Alpert, John Betak
Rok vydání:	1989
Předmět:	Marketing Operationalization business.industry Management science media_common.quotation_subject Marketing strategy Strategy development Epistemology Identification (information) Perception Meaning (existential) Product (category theory) Psychology business Applied Psychology media_common
Zdroj:	Psychology and Marketing. 6:33-50
ISSN:	1520-6793 0742-6046
DOI:	10.1002/mar.4220060103
Popis:	Meaning is important in attitude and perception research. Consumers can assign meanings to product attributes that do not conform to standard usage or have not been considered by the researcher, and a misunderstanding of that meaning can result in ineffective marketing strategy. This paper explores different levels of meaning and, through empirical example, presents a methodology for investigating the psychological meaning of attributes. Alternative methodologies for studying psychological meaning are discussed, and techniques for investigating the strategic operationalization of empirical semantic meaning results are illustrated using a mass transit study.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::a98d16f9d257e58a42a51678a0e77199 https://doi.org/10.1002/mar.4220060103 Zobrazit plný text záznamu Plný text ve formátu PDF