1. Three Dimensions of Advertising
... there are three major dimensions of buying motives: functional, emotional-social, and identity-related. Functional motive concerns the usefulness or good value for money of consumer goods (e.g. whether a product has utilitarian value). Emotional-social motive concerns the hedonic and social benefits derived from purchasing (e.g. whether shopping is pleasurable or socially involving). Lastly, identity-related motive concerns the extent of buying goods for ... self-[removed]e.g. to convey uniqueness), to progress towards an ideal self (e.g. to be more like the person one dream of becoming...
- Word Count: 1179
- Approx Pages: 5
- Has Bibliography
- Grade Level: Undergraduate