ANT 301 Lecture Notes - Vance Packard, James Vicary, Toothpaste

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Consumers: one-on one: understand how advertising/pr fits into the consumer decision-making process, describe how consumers process and respond to advertising/pr, explain how advertisers/pr do consumer research to identify the major methods. Consumers: skeptical consumers, mary wells quoted for observing consumers as skeptical. Consumer decision making process: brand advertising/pr: create a liking or preference to use at some point in the future, direct-response advertising: tries to gain some immediate response. Consumer behavior: marketer"s own experience: about how they understood consumers" behavior in market place, theoretical models: psychology of adv. What details are you looking at: alternative evaluation. Mainstream culture: collective values and beliefs of society. Subcultures: subgroups within a larger culture that keep distinctive lifestyles/values while adopting important features of the dominant culture. : society"s tendency to rank its members according to. Parents: choice: what you decide, outcomes: what happened, influences, cultural influences. Most important decisions are made in consolation w/family.

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