ELEMEN PSIKOLOGI PENGGUNA DALAM PENGIKLANAN (THE ELEMENTS OF CONSUMERS PSYCHOLOGY IN ADVERTISING)
Abstract
ABSTRACT
The influence of advertisement on the marketing of goods has attracted many industrial psychologist to study it more closely. Based on review of previous studies, this article discusses the elements of psychology in advertisement which influence consumers to buy goods. Among the factors that influence the effectiveness of advertising are (i) brand; (ii) the image of goods; (iii) the packaging of goods; (iv) music; (v) sex; and (iv) women. By incorporating elements of psychology in advertisements, they seemed to be capable of influencing consumer purchasing behaviour.
ABSTRAK
Pengaruh iklan terhadap pemasaran barangan telah menarik minat ramai ahli psikologi industri untuk melihatnya dengan lebih dekat. Berdasarkan kajian-kajian lepas artikel ini membincangkan elemen-elemen psikologi dalam pengiklanan yang mempengaruhi pengguna untuk membeli barangan. Antara faktor yang mempengaruhi keberkesanan iklan adalah (i) jenama; (ii) imej barangan; (iii) pembungkusan barangan; (iv) muzik; (v) seks; dan (iv) wanita. Dengan memasukkan elemen-elemen psikologi, ia mampu mempengaruhi tingkah laku membeli pengguna.
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