Престижно потребление и реклама
Prestige-seeking consumer behavior and advertising
Author(s): Aneliya Petrova, Damyana Ivanova TsvetanovaSubject(s): Social Sciences, Economy, Psychology, Social psychology and group interaction, Marketing / Advertising
Published by: Софийски университет »Св. Климент Охридски«
Keywords: prestige-seeking consumer behavior; conspicuous consumption; advertising
Summary/Abstract: The paper presents the relationship between prestige-seeking consumer behavior and its reflection in advertising. Prestige as a motive for consumption is included as the most often met values that consumers oriented to prestige give the goods. The second section of the paper analyzes the opportunities of advertising for motivation of the recipient. The context effect and use of characters in advertising are discussed as the most common methods for visualization of the motive for prestige consumption.
Journal: Годишник на Софийски университет „Св.Климент Охридски“. Философски факултет. Психология
- Issue Year: 105/2014
- Issue No: 2
- Page Range: 29-47
- Page Count: 19
- Language: Bulgarian