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

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.

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