0 1. Consumer psychology is one of the application fields of psychology, which mainly studies the psychological process of people buying goods, that is, the psychological phenomena, essence, laws and methods involved in the process of consumers buying goods.

02. The psychological criteria for a successful advertisement are: (1) attracting consumers' attention; (3) Stimulate consumers' association; (3) Persuade consumers to act.

03.AIDMA is the abbreviation of five English words: attention, interest, desire, memory and action. Edema's law of advertising psychology refers to the psychological process of advertising acting on consumers, that is, "attracting attention → generating interest → stimulating desire → strengthening memory → prompting action".

04. The consumer decision-making process model (CDP model) describes the core path of forming a purchase decision in consumers' minds, which mainly includes the following seven main steps: (1) demand confirmation; (2) collecting information; (3) Pre-purchase evaluation; (4) purchase; (5) use; (6) Post-use evaluation; (7) Disposal.

05. Maslow's hierarchy of needs theory mainly includes three aspects: human beings have five basic needs, which are hierarchical and behavior is determined by dominant needs. The five levels of needs are: physiological needs, safety needs, social needs, respect needs and self-realization needs.

06. Advertising planning and strategies for consumer demand need to start from the following three aspects: (1) Advertising stimulation-arousing consumers' potential demand; (2) advertising theme and positioning-paying attention to the advantages and needs of consumers; (3) The change and evolution of advertising theme-paying attention to the dynamic needs of consumers.

07. Attention has two basic characteristics, one is the selectivity of attention, and the other is the concentration of attention.

08. There are three motivations for advertising: (1) usefulness; (2) Stimulation (3) Entertainment.

09. Specific strategies to attract consumers' unintentional attention are: (1) size and intensity; (2) Repetition or change; (3) Dynamic and static; (4) color and contrast; (5) Layout or location; (6) Breakthrough and novelty; (7) Slogans.

10. The specific strategies to attract consumers' intentional attention are as follows: (1) Pay attention to cater to consumers' needs; (2) Being good at capturing consumers' interests; (3) Make full use of artistic appeal; (4) Appropriate use of suspense skills.

1 1. Perception is the overall reflection of the brain on the objective things that directly act on the sensory organs at present. People's perception of objective facts is often distorted or distorted to varying degrees. The main reasons for this phenomenon are the selectivity and prejudice of perception.

12. Perceptual prejudice is a psychological process in which people have a one-sided or distorted impression of things due to special subjective motives or external stimuli when they perceive things. The common reasons are: (1) first cause effect; (2) recency effect; (3) Halo effect; (4) Stereotype.

13. Memory is a psychological process of accumulating and preserving individual experiences in people's minds through memory, maintenance and recall (reproduction and recognition).

14. Consumers usually remember the information conveyed by advertisements in the following forms: (1) program memory; (2) situational memory; (3) Semantic memory.

15. The memory process of advertisements can be divided into three basic links: memory, retention, recognition and recall.

16. Common advertising strategies to enhance consumers' memory of advertisements are: (1) reducing the amount of memory materials; (2) Increase the dimension of stimulation; (3) Using intuitive and vivid stimulation; (4) Improving memory by understanding; (5) using repetition and variation; (6) Pay attention to the order of advertising information; (7) Use rhythm.

17. Imagination refers to the process of creating new images by using materials perceived in the past or by transforming representations in memory in the human brain. Imagination can be divided into unintentional imagination and intentional imagination.

18. The advertising strategies using imaginative activities mainly include: (1) metaphor; (2) hint; (3) comparison; (4) exaggeration.

19. Attitude is a person's overall feeling of evaluating people, things or ideas, and it is a preparation mentality before behavior. The structure of attitude can be summarized as three elements: cognition, emotion and behavioral tendency.

20. hovland believes that the change of people's attitude mainly depends on the conditions of the persuader, the persuasiveness of the information itself and the skill of arranging questions.

2 1. Based on the three elements of attitude structure, namely, cognition, emotion and behavioral tendency, the change of consumer attitude has also been launched. They are: (1) changing consumers' cognition (2) changing consumers' mood (3) changing consumers' behavior.

22. Emotion is an experience related to the physiological needs of organisms. Emotion is an experience associated with social needs in the historical process of human society, such as sense of responsibility, pride and collective honor. The relationship between emotion and emotion is very close.

23. Senior emotions can be divided into three categories: (1) moral sense; (2) sense of reason; (3) aesthetic feeling.

24. Emotion is the result of interaction among external stimuli, physiological changes and cognitive processes, among which cognitive processes play an important role.

25. The emotional appeal of advertising mainly includes fear appeal and humor appeal.