消费者行为学笔记（notes on consumer behavior）

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1、消费者行为学笔记（Notesonconsumerbehavior）Section1:OnsumertoProsumer,inthedigitallivingspace,butalsointheproductionoftheoriginalconsumervalue,preference,preferenceinformationbehavioroftheircontribution,aswellastheirparticipationmeans,willaffecttheproduction."Producer"isanewsubje

2、ctthatwillchangetheprocessofproductionandcommunicationofourexistingproducts.Thesecondsection:CommoditypublicitychangesconsumerpowerChangingconsumerdemandforgoodsChangethevaluejudgmentofconsumers(includingusevalue,psychologicalvalueandsocialsymbolicvalue)Changingconsumer

3、'slifestyleandhabitsSummary:Formarketersandadvertisers,weshouldsetupabasicbeliefthatconsumerscanbeeducatedandbelievethatmarketingcampaignschangeconsumerbehavior.Theessenceofadvertisingispersuasion.UhhuhStarbuckschangedAmericans'demandforcoffee;StarbuckschangedthewayAmer

4、icansdrinkcoffee;Thethirdsection:consumerpsychologystandardofadvertisingevaluationThemainpointsofthissection:ThegoodandbadstandardsofadvertisingevaluationThestandardofrightandwronginadvertisingevaluationSummary:Therightandwrongofadvertisementisthestandardofmarketing.Inl

5、inewithconsumerpsychology,canstimulateconsumerbehavior,promotethesaleofgoodsadvertising,istherightadvertising.Wanttomake"right"advertising,wemustgrasptheconsumerpsychology,understandtheheart,inordertomovepeople.Fourthsections:Themainpointsofthissection:Basicelementsofma

6、rketingTheexperimentofvaluediscounteffectSummary:consumerpsychologybasisofmarketingstrategyConsumerbehaviorresearchisthepsychologicalfoundationofmarketingstrategy.Theexperimentofvaluediscounteffectprovesthatthevaluejudgmentofpeoplewillchangewiththechangeofconsumptionsit

7、uation.Thefifthsection:theroleofconsumersandadvertisingappealsThemainpointsofthissection:TheconceptofconsumerroleTypesofconsumerrolesTheeffectofseparationbetweenpurchaseranduserSummary:Distinguishingconsumers'rolesfromadvertisingappeals.Advertisingtheorycallsanimportant

8、consumerrolecalled"KeyMan",andfinding"KeyMan"iscrucialtoadvertisingeffectiveness.Thesixthsection:thechoiceofco