COM CM 317 Lecture Notes - Lecture 6: Subculture, Alarm Device, Semiotics

• School: Boston University
• Department: Mass Communication, Advertising & Public Relations
• Course: COM CM 317
• Professor: Carolyn Clark

Document Summary

Attitude: acquired mental position regarding some idea or object (some ads aim change attitude); developing messages that foster positive consumer attitudes; Brand interest: individual"s openness or curiosity about a brand; enjoyable and entertaining ads can enhance interest in the brand and reduce the variety- seeking tendencies of consumers who become bored with using the same old product. Habit: acquired or developed behavior pattern that has become nearly or completely involuntary is the natural extension of learning. Most consumer behavior is habitual because it"s safe, simple, and essential. Feel safe repurchasing it, habit allows us to skip evaluate, compare, and decide procedure, and we rely habits in our daily living therefore it"s essential. Brand loyalty: consumer"s decision to repurchase a brand continually; conscious or unconscious: attitude and brand interest are easily to change. Motivation: underlying drives that stem from the conscious or unconscious needs of the consumer. Need: basic, instinctive, human forces that motivate people to do sth.