The Co-Creation of Meaning Between Marketers and Consumers; Step 1: How Marketing Creatives Interpret Consumer Motivations

Jeffrey F. Durgee, Rensselaer Polytechnic Institute
[ to cite ]:
Jeffrey F. Durgee (2004) ,"The Co-Creation of Meaning Between Marketers and Consumers; Step 1: How Marketing Creatives Interpret Consumer Motivations", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 162-167.