A model that consumers' psychological/behavioral stages consist of Awareness, Acquisition, Acceptance, Consideration, Confidence, Ideation, Expression, and Action. The unique characteristic of this model is the fact that it is a model of the process that begins with a consumer receiving information stimuli (awareness, acquisition) from the media and then processing that information (acceptance, consideration, confidence), to the process of conceiving of an idea based on the processing of that information and then expressing (communicating) that information in the media. The cyclical consumer behavior model does not trace the ideas and behaviors of consumers in a linear fashion but rather provides a structure to the process by which their ideas and behaviors proceed in cyclical stages (in some cases, amplified or radiating).
Published in Chapter:
An Analysis of Cognitive Elements and Effects of Video Commercials: Toward Effective Indexing and Video Production
Yoji Kawamura (Kindai University, Japan)
Copyright: © 2021
|Pages: 27
DOI: 10.4018/978-1-7998-4864-6.ch009
Abstract
This chapter starts with an analysis of differences between the indexes attached to still images in the image database and cognitive elements of still images extracted from the cognitive experiment. It then analyzes the relationship between cognitive elements of each video shot generated based on still images and cognition of the video commercial produced by combining them. Lastly, it discusses how to index the video shot and production methods of video commercials based on the analyses. The image database tends to attach the records of the timing and place of shooting and features of the persons as indexes. In order to produce an attractive video commercial, it is necessary that video shots convey rich cognitive elements that are not too simple. This ensures that when combining several video shots, their cognitive elements have some consistency and consistent cognitive elements are woven into the video commercial to constitute a rich semantic network.