DOVE CB

Interest-oriented motivation The Dove skincare line consists of hand and body care products, which has relatively moderate product involvement based on the analysis of muti-dimensions: personal interest,… Read more “Dove Presentation: Motivation and Value”

Psychologist Daniel Katz developed the functional theory of attitudes to explain how attitudes facilitate social behavior. According to this pragmatic approach, attitudes exist becausethey serve some function for the… Read more “Dove Presentation: Attitudes and Attitude change”

Attitudes are influenced by personal experience and other source of information, and personality. Altering consumer attitude is a key strategy for the marketers. Marketers has to create… Read more “Dove: Attitudes and Attitudes change”

An emphasis on either the utilitarian or the hedonic need to negate any negative aspects of the opposing need.  The desired end state of motivation is the… Read more “Dove: Motivation and Value”

The basis of Freud’s theory is that there are three systems within the human mind: the id, the ego and the superego. According to this theory, humans… Read more “Dove : personality”

First, I will introduce the concept of cognitive learning theory, and then analyze how dove guides and stimulates consumers’ correct self-awareness through social marketing. In contrast to… Read more “DOVE : Learning and memor”

habitual：CONSUMERS AS HABITUAL ACTORS cognitive：CONSUMERS AS PROBLEM SOLVERS affective：CONSUMERS AS EMOTION EXPERIENCERS From the chart, we can see that problem identification and information search are the most… Read more “decision-making process”

What is brand storytelling?  Brand stories are organizations that use real, moving stories to drive growth and build customer loyalty. It represents a new era of integrated… Read more “for try: brnad storytelling”