Abstract
To achieve consumer’s value satisfaction, means-end chain (MEC) methodology is a predominant approach (Gutman 1982). Reynolds and Gutman (1988) further adopted the logic of MECs to develop the laddering technique for understanding consumer’s product cognitions. While the cutoff value is determined, the salient A-C-V linkages, through computing the frequency of consumer’s ‘attribute-consequence-value (A-C-V)’ linkages for a given product, can be revealed and put into the hierarchical value map. Marketers can use the hierarchical value map to formulate product, advertising and segmentation strategies. This study based on Reynolds and Olson’s research (2001) applies the MEC methodology to analyze and understand consumer’s decision making and further adopts the dynamic programming analysis to enhance the computing procedure of traditional laddering technique. Through laddering data collection, all data are put into the table of summary implication matrix (SIM). The DP and systematic procedure can help to transform the laddering data into meaningful information regarding consumer's product cognitions. Such information can assist marketers to comprehend consumer’s perceptions for developing effective marketing strategies.
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Keywords
- Integrate Method
- Computing Procedure
- National Science Council
- Subjective Judgment
- Meaningful Information
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© 2015 Academy of Marketing Science
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Lin, CF. (2015). A Systematic Procedure of Understanding Consumer Decision Making. In: Robinson, Jr., L. (eds) Proceedings of the 2008 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10963-3_13
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DOI: https://doi.org/10.1007/978-3-319-10963-3_13
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Publisher Name: Springer, Cham
Print ISBN: 978-3-319-10962-6
Online ISBN: 978-3-319-10963-3
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