Advertising Strategy Implications of Consumer Evaluation Process Models
Demonstrates that the objective here is to discuss some recent findings in consumer behaviour thereby showing implications for the types of appeal strategies. Describes the three main types of consumer evaluation process models, going on to research findings concerning the conditions under which consumers follow each type. Points out the implications for advertising appeal strategy. Highlights the three main types of consumer evaluation process models as: compensatory models; satisfying models; and lexographic models. Concludes that multiple appeal strategies are most appropriate for new product introductions and brand repositioning.
Year of publication: |
1977
|
---|---|
Authors: | Angelmar, R. ; Pras, B. |
Published in: |
European Journal of Marketing. - MCB UP Ltd, ISSN 1758-7123, ZDB-ID 2002936-6. - Vol. 11.1977, 4, p. 320-326
|
Publisher: |
MCB UP Ltd |
Subject: | Advertising | Consumer marketing | Process control | Consumer behaviour |
Saved in:
Online Resource
Saved in favorites
Similar items by subject
-
Sustainable behavior: the need of change in consumer and business attitudes and behavior
Gierszewska, Grażyna, (2019)
-
The association endorsement and consumers’ intention to purchase
Daneshvary, Rennae, (2000)
-
Do role models influence teenagers’ purchase intentions and behavior?
Martin, Craig A., (2000)
- More ...
Similar items by person