1.3. Extensions of the general mean

1.3. Extensions of the general means–end approach
At a first glance, our lifestyle model does not seem to add
much to the general means–end approach. On closer inspection,
however, three important differences become apparent.
The first one is conceptual: The general means –end
approach presupposes a certain structure in the subjective
‘‘meaning’’ of product. Due to a lack of theoretical rigor,
however, it is not quite clear whether ‘‘meaning’’ is to be
understood in a semantic or in a motivational sense (see
Grunert and Grunert, 1995 for a detailed discussion). The
present approach assumes that semantic aspects are predominant
when a means–end chain is primed from the bottom
end (initiating a categorization process), but that motivational

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1.3. ekstensi pendekatan umum berarti-akhirPada pandangan pertama, model gaya hidup kita tampaknya tidak menambahkanbanyak pendekatan umum berarti-akhir. Pada pemeriksaan lebih dekat,Namun, tiga perbedaan penting menjadi jelas.Yang pertama konseptual: umum berarti-akhirpendekatan mengandaikan sebuah struktur tertentu di subjektif'' berarti '' produk. Karena kurangnya teoritis kekakuan,Namun, bukan tidak jelas apakah '''' adalahdipahami dalam semantik atau rasa motivasi (LihatGrunert dan Grunert, 1995 untuk pembahasan rinci). Thependekatan ini mengasumsikan bahwa aspek semantik dominanKapan berarti – akhir rantai prima dari bawahakhir (memulai proses kategorisasi), tetapi bahwa motivasi