消費行為與廣告心理個-wenkub
2023-03-27 09:03:56 本頁面
【正文】 80s ?Holbrook: use consumer research to understand consumption behavior without any intent of influencing it. ? Postmodern Perspective ? A focus on ownership and consumption ? The purchase decision and buying processes are of far less importance than consumption ? Consumption experience sensation seeking, emotional arousal, fantasizing ? Global Intercultural Perspective ?Basic needs are universal ?Youth in Taipei, Tokyo,New York... ?When cultural boundaries are crossed ? Right Thinking About the Consumer ? The Consumer is Sovereign ? Understanding Consumer Motivation and Behavior Through Research. ? Skillful Marketing can Affect Consumer if The Product\service offered is designed to meet consumer needs. ? Social Legitimacy of consumer Influence When Shaped by a Proper Ethical Sensitivity ? Consumer Bill of Rights ? The Right to Safety ? The Right to be Informed ? The Right to Choose ? The Right to be Heard(Redress) ? The Right to Enjoy a Clean and Healthful Environment ? The Right of the Poor and Other Minorities to Have Their Interests Protected ? 消費行為研究發(fā)展之路 ? Since late 1950s and early 1960s ? Economic theory Marketing ? General considerations: 1)C
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