消費(fèi)行為與廣告心理ppt檔案1-展示頁
2025-03-14 09:02本頁面
【正文】 et 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(fèi)行為研究發(fā)展之路 ? Since late 1950s and early 1960s ? Economic theory Marketing ? General considerations: 1)Content Productiondriven to marketing driven 2)MethodologyBehavioral sciences sophistication Environmental Factors shaping the Marketing Challenge ?產(chǎn)品／服務(wù)供過於求 ?與遠(yuǎn)端消費(fèi)者迅速正確傳播 ?迅速經(jīng)濟(jì)鋪貨，以增盈收 ?獲通路配合支持整體行銷策略 ?國內(nèi)及全球經(jīng)濟(jì)成長 消費(fèi)行為各階段研究重心 ?PreWorld War II Era ?PostWorld War II Era ?The Contemporary Scene PreWorld War II Era ? 1. 求過於供，生產(chǎn)成為最大挑戰(zhàn) ? 2. 拜廣播之賜，得以廣告作遠(yuǎn)距傳播 ? 3. 通路多半規(guī)模小且屬地方性質(zhì) ? 4. 賣方竭力說服經(jīng)銷商販賣商品， 尤其在廣告刺激需求時 ? 5. PreWorld War II Era B. 行為科學(xué)的地位 ? 1. 成長及影響力些微 ? 2. 理論多於實(shí)證 直至本時期尾聲，研究方興 PreWorld war II Era ? John B. Watson ? Founder of Behaviorism ? Today’s emphasis on repeti
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