The Effect Of Experiential Analogies On Consumer Perceptions And Attitudes
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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.
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Author :
language : en
Publisher: Cengage AU
Release Date :
written by and has been published by Cengage AU this book supported file pdf, txt, epub, kindle and other format this book has been release on with categories.
Consumer Behaviour Asia Pacific Edition
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Author : Wayne D. Hoyer
language : en
Publisher: Cengage AU
Release Date : 2017-01-01
Consumer Behaviour Asia Pacific Edition written by Wayne D. Hoyer and has been published by Cengage AU this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-01-01 with Consumer behavior categories.
Cutting edge and relevant to the local context, this first Australia and New Zealand edition of Hoyer, Consumer Behaviour, covers the latest research from the academic field of consumer behaviour. The text explores new examples of consumer behaviour using case studies, advertisements and brands from Australia and the Asia-Pacific region. The authors recognise the critical links to areas such as marketing, public policy and ethics, as well as covering the importance of online consumer behaviour with significant content on how social media and smartphones are changing the way marketers understand consumers. * Students grasp the big picture and see how the chapters and topics relate to each other by reviewing detailed concept maps * Marketing Implications boxes examine how theoretical concepts have been used in practice, and challenge students to think about how marketing decisions impact consumers * Considerations boxes require students to think deeply about technological, research, cultural and international factors to consider in relation to the contemporary consumer * Opening vignettes and end-of-chapter cases give students real-world insights into, and opportunities to analyse consumer behaviour, with extensive Australian and international examples providing issues in context
Issues In Marketing 2011 Edition
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Author :
language : en
Publisher: ScholarlyEditions
Release Date : 2012-01-09
Issues In Marketing 2011 Edition written by and has been published by ScholarlyEditions this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-01-09 with Business & Economics categories.
Issues in Marketing / 2011 Edition is a ScholarlyEditions™ eBook that delivers timely, authoritative, and comprehensive information about Marketing. The editors have built Issues in Marketing / 2011 Edition on the vast information databases of ScholarlyNews.™ You can expect the information about Marketing in this eBook to be deeper than what you can access anywhere else, as well as consistently reliable, authoritative, informed, and relevant. The content of Issues in Marketing / 2011 Edition has been produced by the world’s leading scientists, engineers, analysts, research institutions, and companies. All of the content is from peer-reviewed sources, and all of it is written, assembled, and edited by the editors at ScholarlyEditions™ and available exclusively from us. You now have a source you can cite with authority, confidence, and credibility. More information is available at http://www.ScholarlyEditions.com/.
Customer Experience In Fashion Retailing
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Author : Bethan Alexander
language : en
Publisher: Taylor & Francis
Release Date : 2024-06-20
Customer Experience In Fashion Retailing written by Bethan Alexander and has been published by Taylor & Francis this book supported file pdf, txt, epub, kindle and other format this book has been release on 2024-06-20 with Business & Economics categories.
This text provides a holistic, integrated and in-depth perspective on the growing field of customer experience (CX), in a fashion context. Merging three core perspectives – academic, creative agency and retailer – the book takes a chronological approach to tracing the evolution of customer experience from the physical store, to omnichannel through channel convergence to consider the future of fashion retailing and customer experience. Beginning with the theoretical perspective, customer experience evolution in a fashion retail context is traced, considering the definition of customer experience, physical retail, the digitalisation of customer experience, omni-channel retail, in-store technologies and envisioning future retail CX. The retail creative agency perspective looks at how to locate and design customer experience journeys, designing harmonised CX across retail brand environments online and offline, responsible retailing and taking a human-centric approach to create visceral, wellbeing-based experiences. Finally, the retailer perspective explores real-life case studies of great customer experience from international brands, including Zara, Nike, Ecoalf, To Summer and Anya Hindmarch. Pedagogical features to aid understanding are built in throughout, including chapter objectives and reflective questions. Comprehensive and unique in its approach, Customer Experience in Fashion Retailing is recommended reading for students studying Fashion Retail Management, Customer Experience, Retail Design and Visual Merchandising, Fashion Psychology and Fashion Marketing.
Here S The Pitch
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Author : Martin Soorjoo
language : en
Publisher: John Wiley & Sons
Release Date : 2012-03-12
Here S The Pitch written by Martin Soorjoo and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-03-12 with Business & Economics categories.
Advice for every pitch situation a modern day entrepreneur will encounter Whether you're pitching for funding, the media, or to potential customers and partners, to survive and succeed as an entrepreneur, you have to know how to deliver a high-impact pitch. Here's the Pitch reveals powerful proven techniques to get your audience to take the action you want. You'll learn the same strategies and tactics that have been used by entrepreneurs to raise millions of dollars, secure partnerships, and win big sales contracts. Here's the Pitch provides advice for every possible pitch situation, including virtual and Web 2.0 pitches. This book: Demonstrates proven, effective pitch techniques Offers step-by-step advice for preparing your pitch Helps you develop a confident, winning mind-set Examines a range of pitch scenarios entrepreneurs frequently encounter Don't lose out on your next big sale, bid for exposure, or investment proposal for lack of skills. Here's the Pitch provides a complete toolkit that will enable you to deliver a confident, engaging, and successful pitch.
The Effect Of Product Experience Involvement And Attitude Object Specificity In Advertising On Overall Attitude Attitude Toward The Act And Behavioral Intention
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Author : Mark S. Maiville
language : en
Publisher:
Release Date : 1993
The Effect Of Product Experience Involvement And Attitude Object Specificity In Advertising On Overall Attitude Attitude Toward The Act And Behavioral Intention written by Mark S. Maiville and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1993 with Advertising categories.
New Trends In Marketing And Consumer Science
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Author : Tarnanidis, Theodore K.
language : en
Publisher: IGI Global
Release Date : 2024-05-17
New Trends In Marketing And Consumer Science written by Tarnanidis, Theodore K. and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2024-05-17 with Business & Economics categories.
Marketing and consumer science are undergoing a seismic shift, propelled by an array of dynamic trends and advancements. Technological advancements, along with shifting socioeconomic and geopolitical factors, have transformed consumer behaviors and preferences in unprecedented ways. As a result, anticipating emerging trends and adapting strategies accordingly has become essential for success in this dynamic landscape. New Trends in Marketing and Consumer Science is the groundbreaking solution poised to revolutionize how academia approaches the study of marketing and consumer science. This book offers a roadmap for scholars to navigate the evolving landscape with confidence and foresight while delving into the trends shaping the future of these disciplines. From AI and machine learning to sustainability and ethical marketing, each chapter provides invaluable insights and practical strategies for addressing the challenges of today and anticipating those of tomorrow.
Making Innovation Last Volume 2
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Author : Hubert GATIGNON
language : en
Publisher: Springer
Release Date : 2015-11-02
Making Innovation Last Volume 2 written by Hubert GATIGNON and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-11-02 with Business & Economics categories.
Making Innovation Last considers the long term success of a firm. Authored by a trio of top international scholars who present pioneering new work on what it takes to create long term growth, the book examines the internal conditions that are likely to encourage sustainable innovation, as well as what a culture of innovation should look like.