Consumer tus cwj pwm thiab nws tam sim no ua qauv

Consumer tus cwj pwm yog kawm los ntawm kws tshawb fawb, thiab nyob rau hauv ntau universities nws yog ib tug nyias muaj nyias ib qhov kev qhuab qhia. Tsuas kuj nyuam qhuav muaj ib qho mob ceev yuav tsum tau nyob rau hauv cov ntawv no, uas yog tsim nyob rau hauv lub ntug ntawm ob peb sciences: economics, psychology, marketing thiab cov kev tswj.

Rau txoj kev loj hlob ntawm kev khwv nyiaj txiag yog ib qho tseem ceeb paub txog dab tsi lub psychology ntawm cov neeg coj tus cwj pwm: nws tso cai rau koj los mus nce kev muag khoom thiab thab muag khoom rau cov khoom zoo.

Yuav kom zoo dua zaub, yog dab tsi ntawm ceg txheem ntseeg, peb nco ntsoov tias cov qauv - ib tug yooj yim to taub sawv cev ntawm kev muaj tiag. Yog li, noj cov qauv - ib tug stereotyped views on yuav ua li cas lub buyer teb rau cov khoom uas nws ua rau khw thiab zoo li cas cov khoom uas nws xaiv nyob rau hauv lub kawg.

Qauv ntawm tus neeg coj tus cwj pwm "ntau carriage"

Cov qauv no yog rau DVR, thaum ib tug neeg nrhiav kev yuav zoo li lub lwm tus neeg. "Pab tsiaj xav" yog tseem tsav los ntawm tib neeg, thiab, raws li nyob rau hauv nws, koj muaj peev xwm tsim cov nyhuv ntawm "loj" nyob rau hauv lub yuav khoom los ua rau kom cov muag khoom. Heev heev piv txwv qhia no advertising cov cim: tej khoom tsom rau cov muag khoom hauv nruab nrab kev pab pawg, feem ntau touted los ntawm cov neeg uas zoo sib xws rau hauv nruab nrab hauv chav kawm ntawv. Zaj duab xis teem rau video hauv raws li ib tug me me, tab sis cozy tsev los yog ib chav tsev tsis muaj ntau npaum li cas cov khoom kim heev, lub cim yog hnav khaub ncaws inconspicuously, thiab feem ntau cov dab neeg boils down los yog hais tias ib tug muaj sim ib yam khoom rau lwm tus, thiab rau lub caij nyoog kawg no nws yog ib tug qhib, nws xav thov ua tsaug rau nws tus phooj ywg rau qhov tseeb hais tias nws thawm nws lub neej.

Nyob rau hauv 2004-2009, feem ntau nyob rau hauv TV advertising yuav tsum tau pom ib tug Lavxias teb sab tshuaj pleev ib ce rau cov poj niam nrog hom ntawv no: lub heroine qhia yuav ua li cas nyuaj nws yog mus rau reconcile nrog lub hnub nyoog daim tawv nqaij muaj teeb meem, thiab hais tias nws pheej nrhiav tau xws li ib tug hom tshuaj uas tau hloov nws tsos . Ces muaj lwm, "tsis paub" lub heroine ntawm teeb meem tib yam, thiab cov thawj qhia nws zoo kawg nkaus kev ntawm transformation nrog nws, thiab ces cev ib hub ntawm cream. Pulley tiav ib tug zoo siab qhia rau nws lub ntsej muag twb hloov (ua los luj lug, neatly combed thiab hnav khaub ncaws nyob rau hauv ib tug zoo nkauj ib pab tub rog) lub heroine, uas yog tam sim no kuj siv qhov no cream.

Lawm, lub saib rau "yuav" nyob rau hauv no ua kom yuam kev, vim hais tias cov kev tshuaj ntsuam yog tus heroine, uas nyiam lawv tus kheej, nrog rau cov teeb meem tib yam, tab sis tsis zoo tag nrho yees duab qauv, uas yog twb kheej nrog daim tawv nqaij. Thaum advertising ib tug hero ib yam dab tsi hloov mus rau lwm lub - yog ib tug ntshiab kos npe rau ntawm kev ua si qauv ntawm "ntau carriage" thiab lawv khees social raws li txoj cai qhia tau hais tias tus uas taw qhia kom paub cov khoom.

Consumer tus cwj pwm "snob"

Cov qauv no yog qhov fab ntxeev ntawm ib yav dhau los, vim hais tias Nws tsom rua lub fact tias tus neeg yuav khoom tej khoom muag, yuav tshwj xeeb thiab cov rooj tawm los ntawm lub "gray loj". Feem ntau qhov no tshwm sim nyob rau hauv lub xwm ntawm lub tsheb thiab cov khoom ntawm cov hluas, uas siv cov tub ntxhais hluas psychology. Number of cov hluas subcultures qhia tias qhov teeb meem ntawm lub uniqueness thiab lub preservation ntawm qhia tias yog leejtwg yog qho tseem ceeb heev rau cov neeg hluas, thiab yog li yuav ua tau kom qhov muag ntawm xws khoom uas nrog los ntawm cov lus "cim", "tshwj xeeb", "zoo tshaj plaws", "txawv", thiab lwm yam

Demonstrative neeg coj tus cwj pwm

Nws yog raws li nyob rau hauv lub fact tias cov neeg xaiv cov khoom ntawm ib tug nqi: lub siab nws yog, qhov zoo ntawm cov khoom. Thiab yog hais tias tus nqi pib yog nce, qhov kev thov rau nws tsub kom. Lub tswvyim ua hauj lwm, thiab vice versa: lub sab tus nqi ntawm cov khoom, lub me pes tsawg tus neeg nrog tej yam ntawm tau npaj txhij mus yuav nws.

Consumer tus cwj pwm "nqi-zoo"

Qhov no notion ntawm kev yuav khoom implies hais tias tsis yog txhua txhua kim cov khoom uas siab zoo, yog li tau txais kev pab yuav tau them ntau xim rau nyob tus yeees ntawm cov ntaub ntawv, cov khoom xyaw, ntsuam li no nws zoo.

"Hom loyalty" qauv

Nyob rau hauv cov ntaub ntawv no, cov neeg muas zaub xaiv ib hom tshuaj uas lawv ntseeg siab thiab txaus siab mus yuav nws txawv cov khoom los yog yam khoom tshiab ntawm raug cov khoom.