Means-End Theory: Getting the Service Customers's Attention

Deborah E. Rosen and Timothy B. Greenlee

Journal of Marketing for Higher Education, 2000, vol. 10, issue 4, 13-33

Abstract: In today's technically sophisticated, information-rich environment, consumers are bombarded with information. Consequently colleges and universities must develop ways to get the prospective student to give their promotional material more than a cursory glance. Pre-purchase service evaluation has received little attention beyond the nature of cues used by consumers to categorize service alternatives. The studies presented in this paper examine the usefulness of Means-End Theory in developing effective recruitment brochures. Empirical evidence is presented that demonstrates college brochures that emphasize attributes (e.g., cost, location) over consequences (e.g., getting a job) or values (e.g., security) will generate greater interest in an educational institution.

Date: 2000
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Persistent link: https://EconPapers.repec.org/RePEc:taf:jmkthe:v:10:y:2000:i:4:p:13-33

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DOI: 10.1300/J050v10n04_02

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