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Consumer Behavior - Essay Example

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There are common approaches that are used in advertising so that consumer behavior can be influenced, they are: the value expressive influencing ads and the utilitarian functional appealing ads for consumers (Park, Jaworski, and MacInnis 1986; Snyder and DeBono 1985). Consumer…
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Consumer Behavior
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Consumer Behavior

Download file to see previous pages... There are many changes taking place in the society structures and the family values are going down gradually (Giddens 1979, Giddens 1991; Miles 2000). At times advertisements can play an important role in bringing the family values together. There are some ads which treasure the family moments to the maximum and make you realize how important it is to give time to your loved ones. This is mostly shown through the chocolate or sweet ads.
Celebrities have their own impact while they advertise for any ad (Atkin 1983) and mostly major companies want to take big celebrities to make an ad for them as this tends to generate more consumer response. Kodak camera films and cameras have their ads being portrayed as value expressive. They show that all the special moments in everyone’s life cannot be missed and it should be captured at the right time in the cameras. The digital cameras of Kodak also give the same message as the normal cameras that moments are special and cherishing for everyone and they should be given special treatment always. Value expressive influence of advertising may tend to create high emotional levels and also sensitive feeling for the consumers. They may become emotionally attached with the products as they would feel a strong sense of attachment while they use the product.
Nokia advertisement can be considered as an informational group influencing ad as it portrays in their ad that having Nokia develops a lifestyle, it develops it for oneself and for others too, the consumers passion and fashion can be immensely taken to success because of having Nokia. The ad shows that with the use of Nokia, one has a strong confident personality and they can achieve whatever they want. If one aims to have very high goals they can do it while having the Nokia cell phones, as Nokia has portrayed its image as strong, reliable, unbreakable, good quality , resistant to damages. Other ...Download file to see next pagesRead More
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