女性消费心理与广告研究

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1、女性消费心理与广告研究　　　　　　　　　　　　　　　　　　　　　　II摘要随着女性地位的不断上升，女性消费市场已经成为一个巨大的商机，而女性作为女儿、母亲、妻子、家庭主妇等多种角色，她们不仅常常热衷于为自己选购所需产品，还要负责父母、丈夫、孩子及整个家庭的消费。女性消费者在购买决策中占据着重要角色。女性的消费心理极大得影响了广告的决策和实施，同时广告也影响了女性消费心理，女性在消费市场沟通中离不开广告，而广告能刺激女性消费者的购买欲望和购买动机，因此女性消费心理与广告研究势在必行。关键词：广告；女性消费心理；广告策略IIAbstractAstheunceasingriseofthefemi

2、ninestatus,theconsumermarketsofwomanhasbeenahugeopportunitiesforbusiness.however,thefemaleplaysanypartsaslikethedaughter,themother,thewife,thehousewifeandsoon,they’renotonlyselectandpurchasetheproductfrequentlyforthemselveswhichtheyneed,butalsoresponsiblefortheparents,thehusband,thechildandtheenti

3、refamilyexpense.Thefeminineconsumerhasplaysaimportantroleinthepurchasedecision-making.Theconsumerpsychologyofthefemininemakeatremendouseffectabouttotheadvertisementdecision-makingandtheexecute,thenadvertisinghaveinfluencethefeminineconsumptionpsychologytoo,Thefemalecannotleavetheadvertisementinthe

4、consumermarketcommunication,andtheadvertisingcanstimulatethefeminineconsumer’sbuyingdesireandmotive,thereforethefeminineconsumptionpsychologyandAdvertisingResearchmustbeImperativeKeyWords：Advertising；Feminineconsumptionpsychology；AdvertisingStrategy7目录摘要............................................

5、.................................................................................IAbstract..............................................................................................................................II引言..............................................................................

6、...............................................1一、女性消费心理的特征……………………………………………………………….2（一）爱美心理，注重产品的外观，对美的追求较高……………………………….2（二）情感因素，感性购买.............................................................................................2（三）注重产品的实用性和便利性……………………………………………….........2（四）有较强的自我保护意识和自尊心…………………………

7、…………………….3（五）攀比心理，注重商品所能体现的身份和地位......................................................3二、广告与女性消费心理的联系.....................................................................................3（一）广告作用于女性消费者的心理机制.......