9. 4. ATTITUDE TOWARDS THE AD MODEL. EXPOSURE TO AN AD JUDGEMENTS ABOUT THE Ad ( COGNITION) BELIEFS ABOUT THE BRAND ATTITUDE TOWARDS THE BRAND ATTITUDE TOWARDS THE Ad FEELING FROM THE Ad(affect) RELATION AMONG ELEMENTS IN AN ATTITUDE-TOWARDS THE Ad MODEL
10. LETS SEE HOW IT WORKS: CONSUMER Ad HIS EXPOSURE HE IS AFFECTED HE STARTS REACTING TO THE Ad BY FEELING AND APPLYING THE MIND(COGNITION) AFTER SEEING THE Ad. FORMATION OF ATTITUDE TOWARDS Ad SAME TOWARDS BRAND/PRODUCT. FORMATION OF CONSUMER ATTITUDE TOWARDS THE BRAND: ONE IS JUDGEMENTAL EVALUATION ( WHETHER THE Ad WAS INFORMATIVE, VAGUE, HOLISTIC ETC AND FEELING THE CONSUMER GOT FROM THE Ad SATISFIED, CURIOUS, BORED, HAPPY THIS WILL FORM HIS INVOLVEMENT( HIGH OR LOW): AS A MARKETER SEE THIS BOTH ARE IM PORTANT
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35. BRAND PURCHASED MUST MATCH THE SELF CONCEPT OF THE CONSUMER TO RESULT IN SATISFACTION. SELF CONCEPT AND CONSUMER BEHAVIOUR PRODUCT: BRAND IMAGE CONSUMER: SELF CONCEPT SATISFACTION: PURCHASE CONTRIBUTES TO DESIRED SELF CONCEPT BEHAVIOUR: SEEK PRODUCTS AND BRANDS THAT IMPROVE/MAINTAIN SELF CONCEPT RELATIONASHIP: BETWEEN SELF CONCEPT AND BRAND IMAGE REINFORCEMENT OF SELF CONCEPT
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39. PSYCHOGRAPHICS(galgotia publications, K K Srivastava) PSYCHOGRAPHICS RESEARCH MAINLY FOCUS ON A I O(ACTIVITIES, INTEREST AND OPINIONS) IT INVOLVES DESCRIBING PEOPLE IN TERMS OF DAY TO DAY ACTIVITIES,INTEREST, OPINIONS, PERSONALITIES AND PERSONAL VALUES.