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Psychological meaning: Empirical directions for identification and strategy development
Author(s) -
Golden Linda L.,
Alpert Mark I.,
Betak John F.
Publication year - 1989
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.4220060103
Subject(s) - meaning (existential) , operationalization , psychology , empirical research , identification (biology) , perception , social psychology , epistemology , cognitive psychology , psychotherapist , philosophy , botany , neuroscience , biology
Abstract Meaning is important in attitude and perception research. Consumers can assign meanings to product attributes that do not conform to standard usage or have not been considered by the researcher, and a misunderstanding of that meaning can result in ineffective marketing strategy. This paper explores different levels of meaning and, through empirical example, presents a methodology for investigating the psychological meaning of attributes. Alternative methodologies for studying psychological meaning are discussed, and techniques for investigating the strategic operationalization of empirical semantic meaning results are illustrated using a mass transit study.