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Unformatted text preview: in assessing motivations and what should be stressed in advertisements and positioning. Please note: A chain must start with a concrete attributee.g., engine size [of a car], high quality cloth [of a suit], compactness [of an MP3 player]. The product category is NOT an attribute. The chain must move toward an end goalsomething the consumer desires to obtain for its own sake (e.g., self-esteem, happiness, comfort). Each step must logically lead to the next one. One step should NOT lead to a parallel benefit that does not result directly from the prior step. Means-end chains generally only portray one path. Different chains can be drawn to show different means-end benefit paths....
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- Spring '07