and make their nice body of shape. If the Nike ads had made long time ago when people struggle with their daily food, I wouldn’t have succeeded in the market.
4. Motivation
What we learned motivation in the class is defines as “an inner state of arousal.” With aroused energy to achieving a goal. Consumer can be motivated by watching Nike ad. It can be several ways to people
Consumer Evaluation of Brand Extension
하나의 브랜드는 브랜드 네임하에 제공되는 상품들을 구성하는 하나의 범주로 볼 수 있기 때문에, 범주화 이론은 종종 소비자가 브랜드 확장을 어떻게 평가할 지를 개념화하고자 할 때 이용된다. 브랜드 들은 브랜드 범주의 대표성이라는 관점에서 그것들을 다양화시킬
‘interpersonal communication’
; word-of-mouth communication 구전커뮤니케이션
How does the successful business innovation spread ?
& How are most consumers influenced by this theory?
1. Targeting 스니저 & 얼리 어텝터.
2. To keep no.1 rule, Remarkable fatcors is to develop and support.
3. Natural input to the public through the rumor is to affect. (입소
There is a consumer decision-making process, as you can see.
The consumer decision-Making Process consists of 5 steps like this picture.
For example, 은주 want her phone to change smart phone. This step is a problem recognition.
So, 은주 collect information by searching Internet, listening to advices of her friends who are using them, watching advertisement, or visiting a store, or some
● Effectiveness of capturing consumer attention
① Model : No a specified model, No celebrity.
자사제품에 대한 소비자의 자아 관련성을 높이기 위한 방법 중 하나인 '표적소비자와 유사한 모델'사용 (One method of increasing the self-relevance of its products for consumers is a using models who are similar to target consumers.)
▶Good
Among principle of G