第二篇 广告心理.pdfVIP

第二章 广告心理 广告心理 一、消费者决策过程 二、消费者决策模式 三、主要心理反应 四、广告与注意 五、广告与记忆 一、消费者决策过程  认识需要 指出需要（缺少、不满意、关联购买、新产品） 激发购买欲望：产品与需要联系起来 一、消费者决策过程 搜寻信息 建立印象 使消费者始终感受到品牌的存在 评价备选方案 影响信念  广告主要尽可能全面了解消费者的评价标准 购买 一、消费者决策过程 购买后使用和评价 预期与实际表现吻合 提供帮助 减轻认知不协调：让消费者相信自己 cognitive dissonance: the anxiety or regret that lingers after a difficult decision eg. high-cost items; product category that includes many desirable and comparable brands 二、消费者决策模式 high involvement low involvement high experience brand loyalty habit or variety seeking low experience extended limited problem solving problem solving • variety seeking: the tendency of consumers to switch their selection among various brands in a given category in a seemingly random pattern • cf. brand loyalty//habit 二、消费者决策模式 involvement: the degree of perceived relevance and personal importance accompanying the choice of a certain product or service within a particular context  interest and avocation  a great deal of risks  long time usage  to derive important symbolic meaning or consequences from products and brands 三、主要心理反应 AIDA describes a common list of events that may occur when a consumer engages with an advertisement. • A - Attention (Awareness): attract the attention of the customer. • I - Interest: raise customer interest by focusing on and demonstrating advantages and benefits (instead of focusing on features, as in traditional advertising). • D - Desire: convince customers that they want and desire the product or service and that it will s