Mar 3503 Lecture 9: CH 4 Part 2 Notes
Document Summary
Elicits metaphors from consumers that reveal their deep meanings (both cognitive and. The zmet interview involves the following steps: affective) about a topic. Can stimulate managers" imaginations and guide their strategic thinking about a variety of marketing problems. Involvement refers to consumers" perceptions of importance or personal relevance for an object, event, or activity. A motivational state that energizes and directs consumers" cognitive and affective processes and behaviors as decisions are made. Felt involvement emphasizes that involvement is a psychological state that consumers experience only at certain times. A consumers" level of involvement or self-relevance depends on two aspects of the means-end chains that are activated: Strength of connections between the product knowledge level and the self-knowledge level. Intrinsic self-relevance is based on consumers" means end knowledge stored in memory. Acquired through past experience with a product. Situational self-relevance is determined by aspects of the immediate physical/social environment.
