PSYCH OpenIR  > 中国科学院心理研究所回溯数据库(1956-2010)
Alternative TitleTheoretical Models and Empirical Research Relative to Advertising and Consumer Psychology
马谋超; 王詠
Source Publication广告研究(理论版)
Abstract本文全面深入地梳理了广告与消费心理研究领域的有关研究,并探讨了有关广告和消费心理的一些实证研究的案例。作者认为品牌运作应该崇尚科学发展观; 品牌建设应该是可持续发展的。微观的实证研究的目的是为了同宏观的学术研究一道,共同推动我国品牌建设的科学化进程。
Keyword广告与消费心理 品牌 科学化
Subject Area工业与组织心理学
Indexed ByASPT来源刊 CJFD收录刊
Funding Project国家自然科学基金资助课题:“转轨中的中国企业识别系统(CIS)营销战略特点的研究”(1994~1996,项目号79370081);; “品牌特质、品类关注特性与消费者的品牌选择决策”(2005~2007,项目号70402015)
NoteThe article assorted the academic research relative to advertising and consumer psychology comprehensively and thoroughly, anda lso discussed the empirical research cases relative to advertising and consumer psychology.The authors hold the opinion that branding should respect scientific methodology and the development of brands should be sustainable. Both the empirical research from the microcosmic aspect and academic research from the macroscopic aspect are in the same purpose to give an impetus to build b...
Document Type期刊论文
Recommended Citation
GB/T 7714
马谋超,王詠. 有关广告与消费心理的理论模型与实证研究[J]. 广告研究(理论版),2006,4(4):009-012.
APA 马谋超,&王詠.(2006).有关广告与消费心理的理论模型与实证研究.广告研究(理论版),4(4),009-012.
MLA 马谋超,et al."有关广告与消费心理的理论模型与实证研究".广告研究(理论版) 4.4(2006):009-012.
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