Analogies And Imaginary Consumers
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Analogies And Imaginary Consumers
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Author : Steve Hoeffler
language : en
Publisher:
Release Date : 2014
Analogies And Imaginary Consumers written by Steve Hoeffler and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014 with categories.
When encountering novel products, people typically use analogies to familiar products to describe or “make sense” of new ones. When cell phones were first introduced, for example, they were compared to land-line phones and walkie-talkies. The areas of product knowledge from which people draw these analogies are known as source domains, from which they draw specific bits of knowledge known as knowledge structures. To shed light on the role of analogical thinking and the use of source domains in new product development, we undertook a qualitative study of the product development and evaluation process for a digital tablet and laptop computer integrated package. We examined how the source domains used by product developers and consumers overlapped or differed - and the implications for the process of translating a new product idea into a commercially viable product.
Marketing Metaphoria
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Author : Gerald Zaltman
language : en
Publisher: Harvard Business Press
Release Date : 2008
Marketing Metaphoria written by Gerald Zaltman and has been published by Harvard Business Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008 with Business & Economics categories.
"Marketing Metaphoria undresses the mind of the consumer to reveal the powerful, unconscious viewing lenses that shape what people think, hear, say, and do. These lenses are called "deep metaphors" and they populate the unconscious mind. Understanding how people use deep metaphors will help you develop new products, launch innovations, enhance purchase and consumption experiences, create engaging communications, and much more." "Drawing on thousands of interview, the authors identify seven primary deep metaphors. Knowing how they influence your consumers can have a huge effect on your sales and profits. Marketing Metaphoria describes how some of the world's most famous companies as well as small firms, not-for-profits, and social enterprises have successfully leveraged deep metaphors to solve their marketing problems."--Jacket.
The Effect Of Experiential Analogies On Consumer Perceptions And Attitudes
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Author :
language : en
Publisher:
Release Date : 2005
The Effect Of Experiential Analogies On Consumer Perceptions And Attitudes written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005 with categories.
What does driving a sports car have to do with a first kiss, shopping in New York or purchasing a pair of designer shoes? These comparisons were used in a recent ad campaign for the Alfa Romeo Spider and are prime examples of an experiential analogy. The predominance of experiential analogies in recent advertisements suggests that they are persuasive. Yet understanding what comes to mind when consumers process these comparisons remains to be investigated. By drawing on analogy and consumption experience literatures, an important moderator of analogical persuasiveness is identified, preference for the base experience, and the influence of emotional knowledge transfer on consumer attitudes is explored. Substantial focus has been devoted to understanding how consumers learn and are persuaded by functional analogies. Digital cameras have been compared to computer scanners, personal digital assistants to secretaries and off-line web readers to VCRs. These functional analogies differ substantially from experiential analogies where consumers are encouraged to compare two experiences. Three studies were conducted to investigate what contributes to the persuasive effect of an experiential analogy. Study 1 explored how base preference moderates the effect of emotional knowledge transfer on consumer attitudes. The findings suggest that an analogy is maximally persuasive for those who like the experience that an advertised product is compared to and cognitively associate a high number of emotions with the advertised product. In Study 2, a cognitive load manipulation was used to provide additional support for the effect of emotional knowledge transfer and base preference on consumer attitudes. Study 3 explored another important moderator, emotional soundness, specific to the persuasiveness of an experiential analogy. The findings from Study 3 further replicated the effect of base preference and emotional knowledge transfer on consumer attitudes and demonstrate that there needs t.
The Effect Of Experiential Analogies On Consumer Perceptions And Attitudes
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Author : Miranda Goode
language : en
Publisher:
Release Date : 2016
The Effect Of Experiential Analogies On Consumer Perceptions And Attitudes written by Miranda Goode and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016 with categories.
Consumers desire products that provide meaningful experiences. Therefore, a marketer's success often depends on familiarizing consumers with the unique experience a product offers. Marketers recognize the value in communicating about a product experience through analogy, but little research has investigated if and why these analogies are persuasive. By comparing a product to a familiar but disparate experience, an analogy has the power to focus consumers on the evaluative, emotional, and multisensory information associated with the product experience. This focus on subjective product experience enables the identification of base preference (i.e., a consumer's liking for the comparison experience) as an important moderator of analogical persuasiveness. In addition, the emotional knowledge transfer perspective applied in this research contributes to a better understanding of the role of emotional knowledge and experienced emotion in analogical thinking.
How Do Metaphors In Advertising Influence Consumer Response
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Author : Dejla Hrnjadovic
language : en
Publisher:
Release Date : 2016-04-08
How Do Metaphors In Advertising Influence Consumer Response written by Dejla Hrnjadovic and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-04-08 with categories.
Seminar paper from the year 2014 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,7, European University Viadrina Frankfurt (Oder), course: International Marketing, language: English, abstract: In current advertising literature, metaphors are widely used by marketers to deliver marketing communication messages in a creative way and to prompt new ways of thinking. Clearly, advertisers have come to believe that it is not sufficient just to state the products attributes any longer and therefore have moved away from the more traditional way of advertising. By presenting the characteristics metaphorically, they attempt to capture the consumers interest and attention and shift their response in the desired direction. Nevertheless, such visual argumentation is complex and advertisers have recently had to make a decision about what kind of metaphors to include in their ads in order to influence the audience in a positive way and to be effective in advertising. The present paper initially refers to the theoretical framework of metaphors, describing the different types of metaphors and ways they can be represented as well as two different variables that have been identified to exert an influence on the consumers' choice. Subsequently, the ways how metaphors, as figures of speech, can affect consumer response and achieve a persuasive effect, are described. In this case the elaboration likelihood model is explained in greater detail as it plays a moderating role concerning the information processing of consumers when they are exposed to a metaphorical expression or artful deviation in general. Furthermore, the effectiveness of verbal versus visual metaphors is illustrated as well as the impact that modes of representation such as juxtapositioning or synthesis can have on consumer belief and response. Consequently, it is possible to deduce managerial implications from the summarized results and thus to make re"
Consumer Interpretation Of Metaphors In Complex Television Advertising
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Author : Sandy Bulmer
language : en
Publisher:
Release Date : 2001
Consumer Interpretation Of Metaphors In Complex Television Advertising written by Sandy Bulmer and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2001 with Consumer behavior categories.
A Q Method Study Of Visual Metaphors In Advertising
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Author : Mckenzie Joell Madsen
language : en
Publisher:
Release Date : 2018
A Q Method Study Of Visual Metaphors In Advertising written by Mckenzie Joell Madsen and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018 with Electronic dissertations categories.
Visual metaphors in advertising have been researched extensively because of their ability to persuade. However, few studies have investigated why they are persuasive from the perspective of the consumer. The purpose of this study was to identify why viewers are attracted to visual metaphor ads and provide a better understanding of the types of consumers who view them, revealing their subjective opinions and attitudes. Through the use of Q-method, four factors were identified: “Highbrows,” who prefer metaphors that are classy and refined, “Connectors,” an emotional group that focuses on interpersonal relationships and the relevance of the metaphor to the advertised product, “Executionists,” who focus solely on how well the message or idea is executed by the metaphor, and “Logical Agitators,” who can appreciate humorous body distortion because they function primarily cognitively. The results show that visual metaphors attract a diverse audience and that consumers of metaphors are much more complex than previous research implies. Advertisers may create more effective visual metaphors by constructing them to appeal to one of the four types.
Qualitative Research Methods In Consumer Psychology
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Author : Paul Hackett
language : en
Publisher: Psychology Press
Release Date : 2015-08-20
Qualitative Research Methods In Consumer Psychology written by Paul Hackett and has been published by Psychology Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-08-20 with Psychology categories.
While consumer research is founded on traditional quantitative approaches, the insight produced through qualitative research methods within consumer settings has not gone unnoticed. The culturally situated consumer, who is in intimate dialogue with their physical, virtual and social surroundings, has become integral to understanding the psychology behind consumer choices. This volume presents readers with theoretical and applied approaches to using qualitative research methods in ethnographic studies looking at consumer behavior. It brings together an international group of leading scholars in the field of consumer research, with educational and professional backgrounds in marketing, advertising, business, education, therapy and health. Researchers, teaching faculty, and students in the field of consumer and social psychology will benefit from the applied examples of qualitative and ethnographic consumer research this volume presents.
The Social Audit Consumer Handbook
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Author : Charles Medawar
language : en
Publisher: Springer
Release Date : 1978-09-06
The Social Audit Consumer Handbook written by Charles Medawar and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 1978-09-06 with Business & Economics categories.
Criminal Identities And Consumer Culture
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Author : Steve Hall
language : en
Publisher: Routledge
Release Date : 2013-06-17
Criminal Identities And Consumer Culture written by Steve Hall and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-06-17 with Social Science categories.
This book offers the first in-depth investigation into the relationship between today's criminal identities and consumer culture. Using unique data taken from criminals locked in areas of permanent recession, the book aims to uncover feelings and attitudes towards a variety of criminal activities, investigating the incorporation of hearts and minds into consumer culture's surrogate social world and highlighting the relationship between the lived identities of active criminals and the socio-economic climate of instability and anxiety that permeates post-industrial Britain. This book will be of interest to undergraduates, postgraduates, researchers and lecturers in all fields within the social sciences, but especially criminology, sociology, social policy, politics and anthropology.