ERIC Number: EJ652418
Record Type: Journal
Publication Date: 2001
Reference Count: N/A
Means-End Theory: Getting the Service Customer's Attention.
Rosen, Deborah E.; Greenlee, Timothy B.
Journal of Marketing for Higher Education, v10 n4 p13-33 2001
Examined the usefulness of Means-End Theory in developing effective college recruitment brochures. Found evidence that 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. (EV)
Publication Type: Journal Articles; Reports - Research
Education Level: N/A
Authoring Institution: N/A