Understanding Consumer Decision Making: The Means-End Approach to Marketing and Advertising Strategy

By Thomas J. Reynolds; Jerry C. Olson | Go to book overview

Subject Index

A
a-b-e (attribute-benefit-emotion) model, 184, 187–190
attribute focus of, 196–200
benefit focus of, 200–203
compared to the means-end model, 190–196, 210
emotional focus of, 203–209
summary of conditions for, 209–210
Acquisition strategy, 342–343, 353
Advertising, 145, 183–184, 283, 344
and motivation, 395, 400, 407
and socially negative products, 187
and the a-b-e (attribute-benefit-emotion) model, 188–190, 196–209
content analysis of, 184–187
emotional effects of, 203–209
evaluation of, 55–56, 172–176, 178–180, 239–242, 247–249, 252–261
examples of effective, 205, 219, 222, 224–230, 235–239
expenditures, 247
fear appeals in, 208
for new products, 237
informational, 201–202
multicultural, 235–236
sexual imagery in, 205–207
targeted to different market segments, 293–296
Advertising strategy
definition of, 249
development of, 56–58, 133–139, 153–154, 159–160, 163, 223–232, 293–296
execution of, 236–241
specification of, 232–236, 250
American Express, 208
American Plastics Council, 227–228
Animatics, 249, 254, 262
using MECCAS and strata to test effectiveness of, 254–261
Arm and Hammer, 326, 337
Arthur S. DeMoss Foundation, 231–232
Association Pattern Technique, 86
Attitude models, 150–151
Attributes, 92, 114, 124, 149, 154–156, 184, 188, 190–191, 223, 287, 404–405
and involvement, 375–376
and meaning, 249–250
as focus of the a-b-e model, 196–200
in means-end research, 219, 363
evaluative, 393
salience of, 186
Avon, 341

-441-

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