consumer behaviour
CONSUMER BEHAVIOUR
Consumer Behaviour is a diverse field that combines psychology, marketing and sociology to study the behaviour of consumers.
ADVERTISING AND CONSUMER BEHAVIOUR-:
In markets where consumers have many choices, advertising can influence the consumer’s choice. Advertising plays a major role to influence consumer’s mind-set and purchasing decision.
MEMORY-:
Memory is an active, constructive process where information is acquired, stored and then retrieved for use in decision-making.
Typically, to be considered effective, an advertisement has to elicit a response from a potential customer. But it is found that when people view advertisements, they store information in two different types of memory: explicit and implicit.
Explicit memory involves facts learned through conscious interaction, while implicit memory involves unconscious retention. Explicitly remembered information includes ad slogans, product benefits, and website addresses. In contrast, implicit memory might only come into play when external stimuli trigger concepts. For instance, a consumer might only recall a brand of toothpaste from a television ad when he or she discovers it while looking for it in a store. Or the consumer might develop an unconscious affinity for a certain brand despite not knowing specific facts about it.
Advertisers do not typically assume that the audience will interact with the ad. The ads may have some impact on perception.
The implications are twofold: advertisers "need to reconsider the objectives of advertising" and use "impression-based metrics more than performance-based metrics when it comes to measuring the effectiveness of an ad."
It depends on how strongly the ad has placed itself in a consumer’s memory and it also influences the final decision of the consumer to purchase a particular product. But ad impressions--that is, the number of times an ad is displayed--might be a better measure of the impact required to build a brand
Consumer Behaviour is a diverse field that combines psychology, marketing and sociology to study the behaviour of consumers.
ADVERTISING AND CONSUMER BEHAVIOUR-:
In markets where consumers have many choices, advertising can influence the consumer’s choice. Advertising plays a major role to influence consumer’s mind-set and purchasing decision.
MEMORY-:
Memory is an active, constructive process where information is acquired, stored and then retrieved for use in decision-making.
Typically, to be considered effective, an advertisement has to elicit a response from a potential customer. But it is found that when people view advertisements, they store information in two different types of memory: explicit and implicit.
Explicit memory involves facts learned through conscious interaction, while implicit memory involves unconscious retention. Explicitly remembered information includes ad slogans, product benefits, and website addresses. In contrast, implicit memory might only come into play when external stimuli trigger concepts. For instance, a consumer might only recall a brand of toothpaste from a television ad when he or she discovers it while looking for it in a store. Or the consumer might develop an unconscious affinity for a certain brand despite not knowing specific facts about it.
Advertisers do not typically assume that the audience will interact with the ad. The ads may have some impact on perception.
The implications are twofold: advertisers "need to reconsider the objectives of advertising" and use "impression-based metrics more than performance-based metrics when it comes to measuring the effectiveness of an ad."
It depends on how strongly the ad has placed itself in a consumer’s memory and it also influences the final decision of the consumer to purchase a particular product. But ad impressions--that is, the number of times an ad is displayed--might be a better measure of the impact required to build a brand