Mirlinda Kuçi

Consumer's reactance in the context of Comparative Advertising

• Broschiertes Buch

Produktbeschreibung

Marketers develop, in general, promotions to communicate information about their products in terms of persuading consumers to buy them. The main goal of advertising is the intention to influence people's behaviour, which may involve convincing individuals to purchase a particular product. For some reasons, one might characterize advertisements as well as image management in terms of creating and maintaining images and meanings in consumer's minds. It seems as if everyone is talking or arguing about it, whether it is fair and unfair, effective and ineffective, or honest and dishonest. Comparative advertising is described as a message format that compares two or more brands of the same product or service class and makes such comparison in terms of the same product or same service attribute. Generally, individuals exposed to a certain stimuli can be aroused as well as stimulated. Yet, for the stimuli to have an impact, innate reactions have to evoke. Since advertisements often are used as arousing stimuli, we might be able to understand the consumer's reactions by relying on the so-called psychological reactance theory.

Produktdetails

• Verlag: LAP Lambert Academic Publishing
• Seitenzahl: 156
• Erscheinungstermin: 23. Mai 2017
• Englisch
• Abmessung: 220mm x 150mm x 10mm
• Gewicht: 250g
• ISBN-13: 9783330088474
• ISBN-10: 3330088478
• Artikelnr.: 48490805

Autorenporträt

Mirlinda Kuçi, born 03.04.1989 in Kosovo. Grew up in Switzerland and honored to be a Swiss citizen. Finished Master in European Business, University of Freiburg (Switzerland) and PhD. Can in Economics, University of Gdansk (Poland).Currently, Lecturer in Economic departments,mainly Marketing and Management