Proceedings of the 2018 International Symposium on Social Science and Management Innovation (SSMI 2018)

Research on Defamiliarization Stimulus Strategy in the Context of Advertising Marketing

Authors
Weihong Zhao, Haolin Zhu
Corresponding Author
Weihong Zhao
Available Online February 2019.
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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Volume Title
Proceedings of the 2018 International Symposium on Social Science and Management Innovation (SSMI 2018)
Series
Advances in Economics, Business and Management Research
Publication Date
February 2019
ISBN
978-94-6252-667-9
ISSN
2352-5428
DOI
10.2991/ssmi-18.2019.114How to use a DOI?
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/).

Cite this article

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  -