|4.||Higher levels of abstraction cannot be incorporated into traditional attitude models as consumers cannot properly assign importance weights across different content categories. Because these critical content areas cannot be incorporated into attitude research, one must question the validity of these traditional models.|
Understanding consumers and the basis of their decision-making strategies is essential to developing strategies and to developing effective communications. To understand the decision-making process, we must identify the cognitive structures that are brought to bear during the decision. This entails, from a means-end chain perspective, knowledge of how personal values interrelate with important consequences of consumption to provide the continuing motivation for consumer behavior.
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