Project 6

Project 6

Published on 9 July 2021
NA
Transcript
00:01
COGNITIVE PERSONALITY FACTORS
00:02
Need for cognition (NFC)
00:06
A person’s craving for or enjoyment of thinking
00:08
High NFC
00:12
Low NFC
00:18
High NFC
00:20
Like to be responsive to the part of Ad. Rich in product- Related information or description. More like to written message. Spend more time processing print advertisement (superior brand and AD claim recall)
00:24
Low NFC
00:27
Attract to the background or peripheral aspect of an Ad. Attractive model or well-known celebrity. More like cartoon messages. More effect for changing attitude and subjective norms.
00:36
VISUALIZERS vs. VERBALIZERS
00:38
Visualizers are consumers who prefer visual information.
00:40
Verbalizers prefer written or verbal information over graphics and images
00:48
CONSUMER ETHNOCENTRISM AND COSMOPOLITANISM
00:50
Ethnocentrism
00:52
Consumers feel it is wrong to purchase foreign-made products because of the impact on the economy
00:55
They can be targeted by stressing nationalistic themes
01:03
Cosmopolitanism
01:03
Would consider the word to be their marketplace and would be attracted to products from other cultures and countries.
01:08
BRAND PERSONALITY
01:09
Personality-like traits associated  with brands
01:12
A brand personality which is strong and favorable will strengthen a brand but not necessarily demand a price premium.
01:14
Brand personality able to differentiate with competing brands
01:18
Chanel as high classical fashion
01:22
Starbuck with premium and freshness of coffee
01:25
Nike and athlete
01:34
PRODUCT ANTHROPOMORPHISM AND BRAND PERSONIFICATION
01:36
Product Anthropomorphism
01:37
Attributing human characteristics to objects Tony the Tiger and Mr. Peanut
01:42
Brand Personification
01:45
Consumer’s perception of brand’s attributes for a human-like the character.
01:54
PRODUCT PERSONALITY ISSUE
01:54
Color
01:54
Gender
01:54
Geography