Product comprehension and promotional strategies
Abstract
Reviews and critiques literal views of product comprehension which rely on recall of key product claims to measure “correct” comprehension. Presents a constructive view of comprehension where product comprehension is seen as the process of forming personal interpretations of a product′s self‐relevance. Promotional strategies should be designed to suggest, encourage, and facilitate personal interpretations of the self‐relevance and positive consequences of product use. Marketers can use protocol probing procedures to obtain feedback about the personal interpretations consumers form during product comprehension.
Keywords
Citation
Graeff, T.R. (1995), "Product comprehension and promotional strategies", Journal of Consumer Marketing, Vol. 12 No. 2, pp. 28-39. https://doi.org/10.1108/07363769510084885
Publisher
:MCB UP Ltd
Copyright © 1995, MCB UP Limited