论文信息 - Determination of the dominant means-end chains: A constrained clustering approach

Determination of the dominant means-end chains: A constrained clustering approach

Abstract An approach is proposed for the determination of a population's dominant means-end chains that relies on two criteria: the number of the represented ladders and the measure of their semantic representatives. These measures are provided from a multidimensional analysis, fitted to the semantic characteristics of means-end data collection and concepts. Distances in the semantic space are used to identify the dominant chains through an objective “ chain-constrained ” clustering method. This is a versatile method for analyzing means-end processes and conceptualizing the components of advertising strategy.

Jacques-Marie Aurifeille | P. Valette-Florence | J. Aurifeille | Pierre Valette-Florence

[1] J. Gutman. A Means-End Chain Model Based on Consumer Categorization Processes , 1982 .

[2] Naresh K. Malhotra,et al. The Robustness of MDS Configurations in the Case of Incomplete Data , 1988 .

[3] George S. Day,et al. Using Cluster Analysis to Improve Marketing Experiments , 1971 .

[4] J. Kruskal. Multidimensional scaling by optimizing goodness of fit to a nonmetric hypothesis , 1964 .

[5] Paul E. Green,et al. On the Robustness of Multidimensional Scaling Techniques , 1975 .

[6] I. Lerman. COMPARING RELATIONAL VARIABLES ACCORDING TO LIKELIHOOD OF THE LINKS CLASSIFICATION METHOD , 1988 .

[7] Wayne S. DeSarbo,et al. Constrained classification: The use of a priori information in cluster analysis , 1984 .

[8] Keith P. Sentis,et al. Advertising and consumer psychology , 1986 .

[9] R. Sokal,et al. Optimisation en Classification Automatique. , 1984 .

[10] T. J. Reynolds,et al. Implications for value research: A macro vs. micro perspective , 1985 .

[11] Charles E. Gengler,et al. Understanding the factors influencing ski destination choice: A means-end analytic approach , 1993 .