策略РPsychographics心理描述法:结合了心理学、社会学、人类学来确定如何根据市场内的各个需求倾向来进行市场细分。РPsychographic studies can take several different forms:Р1、a lifestyle profile 生活方式梗概Р2、a product-specific profile产品特征梗概Р3、a general lifestyle segmentation一般生活方式细分梗概Р4、a product-specific segmentation产品属性特定细分梗概РThree hierarchies of effects:Рstandard learning hierarchy标准学习型层级eg:大型耐用品Рlow-involvement hierarchy低水平介入层级eg:日用品的快速消费品Рexperiential hierarchy 经验层级eg:衣服Р广告的三重情感РCommercials evoke emotion:1、愉悦2、唤起3、威胁РEg:海飞丝:2、3 雪碧广告:1、2РForming attitudes:classical conditioning、 instrumental conditioning、cognitive learingРWe just have a positive attitude toward an object if we have bought or consumed it.РSelf-perception theory:low-involvement hierarchy、foot-in-the-door technique得寸进尺技术、low-ball technique 先抑后扬技术 door-in-the-face technique先抑后扬技术
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