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- MARKET SEGMENTATION
WHAT ARCHETYPES CAN YOU THINK OF THAT PLAY A ROLE IN TODAY'S MARKETING OF FASHION GOODS AND SERVICES?
WHAT ADDITIONAL FASHION BUSINESSES/INDIVIDUALS ARE ASSOCIATED WITH COLORS? WHAT PERSONALITY CHARACTERISTICS DO THESE COLORS CONVEY?
PART II
BRAND PERSONALITY
QUESTIONS - PLEASE!!!
SELF-CONCEPT THEORY
THE WHY
CHAPTER 6:PERSONALITY & THE FASHION CONSUMER
SUCCESSFUL MARKETERS CONSTANTLY PROBE OUR BELIEFS ABOUT OURSELVES >>> WHAT CAN THEIR BRAND PROVIDE TO ASSIST A CONSUMER IN MAKING A PURCHASE
SOCIAL-CULTURAL THEORY
PSYCHOANALYTIC THEORY
RELATIONSHIP BETWEEN BELIEFS AND ATTITUDES
HOW MARKETERS CREATE BRAND PERSONALITY
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- PERSONALITY
- EFFECT OF PERSONALITY ON THE FASHION CONSUMER
- MAJOR PERSONALITY THEORIES
- UNDERSTANDING FASHION BUYER BEHAVIOR
METHODS MARKETERS USE TO CHANGE FASHION CONSUMERS' ATTITUDES
- REPETITION AND EMOTION
- THE MULTI-ATTRIBUTE MODEL
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https://marketography.com/tag/fishbein-model/
- Affective, cognitive, and behavioral components of attitude that influence our decision making
- DEFINE TARGET MARKET
- DETERMINE WHAT THOSE CUSTOMERS WANT, NEED, AND LIKE
- CREATE CONSUMER PERSONALITY PROFILE
- BUILD A PRODUCT PERSONALITY TO COINCIDE
COLOR AND BRAND PERSONALITY
INFLUENCERS OF ATTITUDE
- PERSONALITY - EXPERIENCE & INFORMATION
- FAMILY - FRIENDS & PEERS
HOW DO MARKETERS USE ATTITUDES???
PERCEPTUAL MAPPING
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hierarchy OF EFFECTS
- WHICH OF THE THREE ELEMENTS OF THE hierarchy OF ATTITUDE WAS THE GREATEST INFLUENCE ON YOUR LAST THREE FASHION PURCHASES?
TRAIT THEORIES
- EXTROVERSION V. INTROVERSION
- NEGATIVISIM
- DESIRE FOR KNOWLEDGE
- NEED FOR STIMULATION
- NEED FOR AFFILIATION, ACHIEVEMENT, & POWER
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INTERNAL FACTORS INFLUENCE FASHION CONSUMERS
CH 5:ATTITUDE &
THE FASHION CONSUMER
- ATTITUDE
- HEIRARCHY OF EFFECTS
- ATTITUDE FORMATION
- HOW ATTITUDE EFFECTS BUYING BEHAVIOR
- METHOD'S MARKETERS USE TO CHANGE FASHION CONSUMER ATTITUDES
ATTITUDE
- SETTLED OPINION +/- ABOUT A BRAND
CHAPTERS 5 & 6
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