memory of consumers 中文意思是什麼
memory of consumers
解釋
消費者記憶-
With the development of advertising theories and psychology, people have learned more knowledge about how advertising affects consumers. basing on how advertising works, this paper analyzed the process how consumers actually " feel " and " think ", the mental effects including framing perception, organizing memory, enhancing experience and brand attitudes, then built the conceptual model of advertising mental effectiveness that reflects the causal relationship of various constructed variables and finally founded a structurally quantitative model
本文從廣告影響消費者的過程出發，分析了消費者在接觸廣告后廣告信息對于消費者心理效果的影響，這些影響主要體現在感知、回憶、提升經驗和對于廣告品牌態度的變化方面，它們之間又有相互的影響關系；初步構建了廣告影響消費者的心理效果概念模型，該模型同時反映出了各結構變量之間的因果關系；然後，在概念模型的基礎上嘗試建立了測量廣告心理效果的結構數量模型。
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