《广告对消费者的影响分析》-毕业论文.doc

原创性及知识产权声明 PAGE PAGE II l 摘要 云南省自学考试本科毕业论文 题目：广告对消费者的影响分析 主考院校 ：云南财经大学 摘要 摘 要 随着现代宣传工具的发展，广告几乎到了无孔不入，无时不有的地步。广告会起到促进生产、扩大流通、指导消费、活跃经济、方便人民生活等积极作用。消费者就是广告作用的对象。广告越想获得成功，务必符合消费者心理和行为特点。广告界有一句话说的很好“科学的广告术是依照心理学法则的”。 本文首先论述了消费者购买心理的一般活动过程，然后分析了广告与消费动机的关系，通过研究消费者购买的心理特点和消费动机，提出了广告对消费者的消费行为的积极作用，同时也为广大广告主提供了行动的指南。 关键词：消费者 广告 购买 Abstract Abstract Along with the development of modern communication tools, advertising spreads here and there. Advertising can promote production, expand circulation, guide consumption and active economic. At the same time, it is convenient for people's life and it is a positive role in people’s work and life. Consumer is the object of advertising. If an advertising company wants to be more successful, it need to be sure to accord with the consumer psychology and behavior characteristics. A word said it very well: "Scientific advertising art is in accordance with the laws of psychology.” This paper first discusses the psychological process of general consumer when they are buying products. Then it analyses the relationship between advertising and consumer motivation. Through the study of the psychological characteristics and consumer’s motivation, it not only puts forward the positive effect that ads act on consumer’s spending behavior, but also provides a guide to the vast number of advertiser’s action. Keywords: consumer advertising purchase 目录 目 录 消费者购买心理的一般活动过程 HYPERLINK \l "_Toc261611498" 原创性及知识产权声明 PAGEREF _Toc261611498 \h I HYPERLINK \l "_Toc261611499" 中文摘要及关键词 II HYPERLINK \l "_Toc261611500" 英文摘要及关键词 III HYPERLINK \l "_Toc261611501" 一、消费者购买心理的一般活动过程 2 HYPERLINK \l "_Toc261611502" （一）消费者心理活动的认识过程 2 HYPERLINK \l "_Toc261611504" （二）消费者心理活动的情感过程 4 HYPERLINK \l "_Toc261611505" （三）消费者心理活动的意志过程 5 HYPERLINK \l "_Toc261611506" 二、广告与消费动机 6 HYPERLINK \l "_Toc261611507" （一）三种动机理论 6 HYPERLINK \l "_Toc261611508" （二）消费动机的特征 7 HYPERLINK \l "_Toc261611509" （三）广告激发消费动机 7 HYPERLINK \l "_Toc261611511" 三、广告与消费行为 10 HYPE