Research on Defamiliarization Stimulus Strategy in the Context of Advertising Marketing

DOI

10.2991/ssmi-18.2019.114How to use a DOI?

Keywords

defamiliarization; perceived value; purchase intention.

Abstract

This paper takes advertising marketing as the research situation, and discusses the mechanism of the influence of defamiliarization on consumers' willingness to purchase. The study found that advertising marketing can be defamiliarized from both shape and subject, thus positively driving consumer perceived value which including functional value, emotional value and social value. And this perceived value can further enhance consumers' willingness to purchase. This conclusion further enriches the consumer's willingness to purchase and provides theoretical guidance for advertising marketing.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Weihong Zhao
AU  - Haolin Zhu
PY  - 2019/02
DA  - 2019/02
TI  - Research on Defamiliarization Stimulus Strategy in the Context of Advertising Marketing
BT  - Proceedings of the 2018 International Symposium on Social Science and Management Innovation (SSMI 2018)
PB  - Atlantis Press
SP  - 685
EP  - 688
SN  - 2352-5428
UR  - https://doi.org/10.2991/ssmi-18.2019.114
DO  - 10.2991/ssmi-18.2019.114
ID  - Zhao2019/02
ER  -