Discursive psychology: An alternative co
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Richard P. Bagozzi; Pratibha A. Dabholkar
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Article
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2000
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John Wiley and Sons
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English
⚖ 413 KB
👁 1 views
This study investigates how means -end chain theory and laddering can be used to represent consumers' reasons for supporting or not supporting abstract marketing products such as ideas, goals, or perceptions. The specific empirical context used to illustrate the approach was the public's perceptions