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دانلود رایکان مقاله انگلیسی ISI با موضوع تبلیغ و آگهی تجاری، وفاداری به علامت تجاری و قیمت گذاری

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تبلیغ و آگهی تجاری، وفاداری به علامت تجاری و قیمت گذاری

عنوان انگلیسی مقاله:

Advertising, brand loyalty and pricing

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5. Discussion

While there is no doubt that advertising plays an important informative role in the economy, occasions in which it does not provide any relevant information on price or product characteristics are not less relevant. In many homogeneous product markets, advertising only serves to redistribute consumers among the sellers. Many advertising campaigns have rather an emotional content and try to attract consumers by associating the product with attitudes or feelings that have no relevant relationship to the product or its consumption. Commenting on Chevrolet’s 1988 “Heartbeat of America” TV ads for automobiles, G.M.’s advertising executive Sean Fitzpatrick observed that they “may look disorganized, but every detail is cold-heartedly calculated. People see the scenes they want to identify with. [...] It’s not verbal. It’s not rational. It’s emotional, just the way people buy cars” (see Scherer and Ross, 1990, p. 573, originally from “On the Road again, with a Passion,” New York Times October 10th, 1988). Referring to the new trends in television advertising, James Twitchell, Professor of advertising at the University of Florida, noted that “Advertising is becoming art. You don’t need it, but it’s fun to look at” (see Herald Tribune, January 10, 2003, p. 7). Loewenstein (2001) remarks “[w]hile conventional models of decision making can make sense of advertisements that provide information about products (whether informative or misleading), much advertising- for example, depicting happy, attractive friends drinking Coca-Cola seem to have little informational content. Instead such advertising seems to be intended to create mental associations that operate in both directions, causing one to think that one should be drinking Coca-Cola if one is with friends (by evoking a choice heuristic) and to infer one that one must be having fun if one is drinking Coca-Cola (playing on the difficulty of evaluating one’s hedonic state).” See also Camerer et al. (2005).