Advertising in the psychology of consumers

Consumer perception of advertising information differs from general information perception, because the consumer of the formation of the perception of advertising is carefully planned by advertisers, that is, in a limited time, limited space to provide limited information, so that consumers in the mind to form the advertiser expected to spread the overall impression of advertising products.

The semantic difference of words and the perception of advertising information

Psychological studies have found that the meaning of most words can be expressed in three basic vectors, the first is the evaluation (nature) vector (good (positive)-bad (negative)), the second is the potential (intensity) vector (strong-weak), and the third is the active (Active (high)-passive (low)). Based on this principle enterprise brand name or commodity name in addition to eye-catching, easy to understand, easy to remember, but also to let people have goodwill. such as "Bigjone" beer in the determination of brand name, consider the word "big" can give people taste rich, strong wine, with a large cup of feeling, this idea, in the advertisement after the introduction of the consumer survey has been confirmed.

The relationship between price and quality implies influence on the perception of advertising information

Although the price and quality are not necessarily linked, but when consumers can not know exactly the quality of goods, often the price of the high and low as an important criterion for judging quality. Consumers generally think that the higher the price of similar goods, the better the quality. such as a businessman selling trousers, selling a 28 yuan a pair of trousers, the total also sell not to go out, in a rage to the price of 280 yuan, but was quickly snapped up, after the sale of people continue to ask: "The kind of 280 pieces of trousers there?". This case shows that although it can not be said that the higher the price the better sell, but in the consumer can accept the range, high prices will make consumers feel better quality. This phenomenon is also the cause of the formation of product perceived quality.

The same shop image and the quality of goods sold between the same price and quality, different grades of shops, may sell the same quality of goods. But the image of the store has an important impact on the image of the commodity, such as large stores, brand-name shops operating products more reliable quality. Using the perceptual characteristics of people, in doing shop advertising, should emphasize the store's decoration, the staff's service temperament and level, the price range of goods (high-grade or low-grade), the customer's commitment to shop shopping to help form the general impression of the store information, so that consumers know what this is a store.

Third, social perceptual schemata influence advertising information perception

Social perceptual schemata are the cognitive patterns of social phenomena formed in people's social life. People's choice of brand reflects people's cognition and pursuit of their image and position in society, which can be seen from the choice of clothing and automobile brands. If a class or occupation of people, smoking what brand of cigarettes, drink what brand of wine, wear what brand of suit, belt, leather shoes, what brand of cars, which formed a class or occupation of what the image of the social schema. Advertising can use people's perception of various schemata, or create a schema of their own to sell goods. For example, young people who have little experience with the taste of beer, which is mainly influenced by fashion and popularity in choosing beer brands, use this feature to make and render the jonesmith of new brand Bigjone Beer, successfully expanding the sales of this brand of beer among young people.

Iv. the tendency of excessive generalization affects the perception of advertising information

The tendency of a person to generalize in a particular case. Because individual cases are more specific and vivid than statistics, people believe in individual cases even more than statistics. In life, we often see such examples. For example, the newspaper said that smoking is dangerous to health, and immediately someone will retort that so-and-so people smoke a lot, but more healthy than non-smokers. Another example, in the dim light of reading easy to myopia, it will be said, he himself from childhood under the streetlight reading, and no myopia and so on. Studies have shown that even people who have been trained in statistics cannot avoid overly generalized tendencies, although they perform slightly better than the average person. Advertising in the form of a customer letter is the use of this tendency. In the newspaper we can often see such a letter from the reader that the xx thing gave me a second life, and so on. In fact, xx things may indeed save him, but not equal to save everyone. But because of the tendency of the people to generalize excessively, this kind of advertisement is still effective.