The Effect of Price on Consumer Brand Perception Research Paper

The Effect of Price on Consumer Brand Perception - Research Paper Example made up of past experiences associated with the brand or product, such as related past purchases, recommendations or cautions from friends or colleagues, or memory of advertising promotion. The most effective of the latter has been shown to be the celebrity endorsement primarily due to the level of perceived similarity between the consumer and the celebrity’s public persona, thus making an emotional connection at the same time they are receiving a recommendation from a perceived friend or colleague in the form of the celebrity. The next step in the thought process is the external search. This is a more physical, plausible search for a product made by a consumer seeking to make an immediate purchase or as part of an ongoing search to stay updated until they're ready to make a purchase (Kamins, 1989). Throughout this process, price comparisons are made from product to product, brand to brand and store to store. Judgment is then made on the information that has been built up duri ng these two steps, internal and external. Only then does the consumer make their decision about which product to purchase, yet this doesn’t end the process. Once they’ve made the purchase, consumers typically conduct a post-purchase evaluation of the product that will result in either satisfaction or post-purchase dissidence. Much of conventional marketing research has shown that consumer decision follows the sequence of need recognition, search for information, alternative evaluation, purchase and then outcomes (Kamins, 1989).  

Reading response Essay Example | Topics and Well Written Essays - 1000 words - 4

Reading response - Essay Example Disney movies have influenced children and adults equally well to absorb gender images which are prominent in our society. The American society in a subtle manner has recognized the gender role presented by this movie â€Å"Beauty and the Beast†. The beauty is an innocent girl who is naà ¯ve and pure. This is what our society thinks about the gender roles of male and female. Disney has tried to present the cultural beliefs and values which has nurtured the natural consciousness of Americans. â€Å" AN because Disney was so deeply embedded in the American psyche and scene, understanding him also may also enable one to understand the power of popular culture in shaping the national consciousness†. (Gabler,20) Disney has show cased what the people want to see as he knows what people believe would only be accepted by them when shown in movies. Even though there is a female lead in the story, the masculine power always stood out. The thinker Gabler states that Walt Disney’s influence on people cannot be measured by numbers but by the way it shaped the culture of Americans. It is an illusion or imagination of society where a prince or man is the superior authority in romances. It is not different from real world as man is consistently seen as the leading power in life and in all relationships. In â€Å"Beauty and the Beast† the female character is sensuous, pretty, delicate and subordinate to the male power. Kilbourne says that in media culture the importance is for power rather than passion. According to ( Kilbourne 394) â€Å"Men conquer and women ensnare, always with the essential aid of a product. The woman is rewarded for her sexuality by the man’s wealth†. Even though her male part is played by a beast, the dominating power of the character can be seen all over the movie. Disney has produced many animated movies and every movie has male characters that represent courage, power and strength. Women in this movie only have the role of