Psychology 2990A/B Chapter Notes - Chapter 7: Ernest Dichter, Walter Dill Scott, Rorschach Test
31 Dec 2017
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Document Summary
Scope of consumer psychology: results of large-scale, nationwide survey conducted for american association of. Research methods in consumer psychology relies on techniques like lab experiments and surveys research conducted in settings such as university labs, downtown intersections, homes, shopping centers, offices of manufacturers and advertising agencies, and online. In face-to-face meeting, one person at a time expresses opinion, sometimes one individual dominating group. Nature and scope of advertising: most frequently used kind of advertising: direct sell type. Consumer awareness reinforces brand name: b/c so much purchasing behaviour linked to brand names, companies spent sums creating and maintaining public awareness of company and product names. Product image: many products cannot be distinguished from one another on basis of ingredients or quality, so advertisers create differences in terms of images, symbols, or feelings. Advertising placement: companies cutting back on money allocated for tv ads in effort to reach more targeted audiences.
