People, Products, and Pursuits: Exploring the Relationship between Consumer Goals and Product Meanings

Document Type

Article

Publication Date

2000

Abstract

Does a relationship exist between a consumer's goals and the meaning associated with a product? Two product meaning categories are considered—a functional meaning that highlights the attributes and benefits associated with the product, and a symbolic meaning that captures more intrinsic and abstract notions about the purchase. A dynamic goal structure is considered that consists of three distinct levels of motivation—the having level, the doing level, and the being level. This article explores the relationship between both sets of constructs by utilizing a depth-interview methodology to focus on informants' motivations, thoughts and feelings, and underlying meanings associated with purchases. The data offer preliminary support for four distinct linking constructs. These findings exhibit a first step toward understanding the simultaneous impact of motivation, product meaning, and consumption context on consumers' decision making.

Comments

Copyright 2000 Wiley

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Publication Title

Psychology and Marketing

Published Citation

Ligas, Mark (2000), “People, Products, and Pursuits: Exploring the Relationship between Consumer Goals and Product Meanings,” Psychology and Marketing, 17 (11), 983-1003.

DOI

10.1002/1520-6793(200011)17:11<983::AID-MAR4>3.0.CO;2-J

Peer Reviewed

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