To read this content please select one of the options below:

Product comprehension and promotional strategies

Timothy R. Graeff (Assistant Professor of Marketing, Middle Tennessee State University, Murfreesboro, Tennessee, USA.)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 May 1995

5008

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

Related articles