Beijing Yike Culture Communication Co., Ltd., Beijing 102600, China
After going through the stages of user needs and problem solving, products or services usher in a new market stage: user experience. The concept, image and identity attributes of brand communication may become comprehensive factors to impress consumers. These factors, combined with consumers' mental model, affect consumers' subconsciousness, and finally drive consumer behavior through senses and emotions.
Consumer psychology, Consumer mental model, Brand emotion, Sensory drive
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