Tie Messages to Consumer Values
Studying demographics, psychographics, and profitability is logical when thinking like a customer; however, this research is not the endpoint. More detail and insight are needed to create a complete picture. Professional communicators need to connect this data with the attributes, consequences, and values associated with the company's products and services. Without this connection, communications fail to resonate with consumers.
Means–end chaining, developed by Thomas J. Reynolds and Jonathan Gutman in 1979, is a process by which attributes of products and services are linked to consequences and then tied to consumer values (Shimp, 2007). This concept provides the connection professional communicators need. Means–end ...
Get The IABC Handbook of Organizational Communication: A Guide to Internal Communication, Public Relations, Marketing, and Leadership now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
