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Personal constructs: Their use in the marketing of intangible services
Author(s) -
Lewis Robert G.,
Klein David M.
Publication year - 1985
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.4220020306
Subject(s) - salient , perception , identification (biology) , phenomenon , marketing , psychology , core (optical fiber) , business , advertising , computer science , epistemology , artificial intelligence , telecommunications , philosophy , botany , neuroscience , biology
Marketing services requires identification of consumer's perceptions of salient attributes for positioning. Personal constructs (Kelly 1963) are at the core of consumers' determination of the degree to which attributes exist within phenomenon. Using Kelly's notion of personal constructs, this paper proposes a conceptual framework from which intangible attributes can be “tagged” to tangible signs.