People, products, and pursuits: Exploring the relationship between consumer goals and product meanings

Does a relationship exist between a consumer's goals and the meaning associ ated with a product? Two product meaning categories are considered-a functi onal meaning that highlights the attributes and benefits associated with th e product, and a symbolic meaning that captures more intrinsic and abstract notions about the purchase. A dynamic goal structure is considered that co nsists of three distinct levels of motivation-the having level, the doing l evel, and the being level. This article explores the relationship between b oth sets of constructs by utilizing a depth-interview methodology to focus on informants' motivations, thoughts and feelings, and underlying meanings associated with purchases. The data offer preliminary support for four dist inct linking constructs. These findings exhibit a first step toward underst anding the simultaneous impact of motivation, product meaning, and consumpt ion context on consumers' decision making. (C) 2000 John Wiley & Sons, Inc.