Published Date: 01.07.2023
Images and Socio-Psychological Attitudes in the Perception of Perfume Advertising
Annotation
The success of advertising impact and commercial communication is determined by knowledge about the social-psychological characteristics of a potential buyer, as well as the characteristics of the determinants of consumer behavior, the specifics of the images created by advertising. The most difficult aspect is advertising perfumes. This is primarily due to the specifics of human perception of smells, as well as the complex cross-modality of images created by smells. An important aspect of the choice of perfume is not only personal preference in the world of smells, but also an important aspect of social communication, since smells are a certain “marker” of social status. In addition, perfumery is also a cross-gender product, as it is one of the most popular types of gifts. The study involved 50 people, 25 men and 25 women, potential consumers of advertised perfumes, whose advertising acted as a stimulus material.
Keywords
| Type | Article |
| Information | WORLD OF PSYCHOLOGY № 03/2023 |
| Pages | 250-261 |
| UDK | 159.937:316.62 |
| DOI | 10.51944/20738528_2023_3_250 |
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