Evolution of Advertising - Consumer perspective

(Valentine & Gordon, 2000)

Major models of thinking about consumer:

1. The marginalized consumer - buys everything what the market offers, no competition and almost no choice between goods available.
2. The statistical - primary beginnings of ‘brands’ and advertising, quantity research.
3. The secretive - ‘(…) It is not what advertising does to consumers but what consumers do with advertising'.
4. The sophisticated - consuming advertising as well as the product itself.
5. The satellite - brand evolved into ‘person’ with its own characteristic and personality.
6. The multi-headed consumer - The time of the consumers' decision the most crucial.

References:

1. Valentine, V. & Gordon, W., 2000. The 21^st Century Consumer: A New Model of Thinking. International Journal of Market Research. 42 (2)