摘要
消费者行为是在一定情境或背景下产生的,其中,社会情境中的广告心理效应是最重要的情境性影响因素。为增强商业广告心理效应,应充分把握产品选择的差异性、休闲方式的差异性、信息处理的差异性以及购物方式的差异性等因素,使商业广告成为一个意义生成和享用的过程。
Consumer behavior is generated from a certain context or background, and the advertisement psychological effect of social context is the most important contextual influential factors. To enhance psychological effect of commercial advertisement, we should fully consider the differentiation of choice of products, entertainment methods, information processing and purchasing methods to make commercial advertisement a meaningful generating and enjoying process.
出处
《商业经济》
2007年第7期59-60,共2页
Business & Economy
关键词
商业广告
心理效应
社会情境
commercial advertisement, psychological effect, social context