Why Consumer Behavior is Relevant? TVC: Chanel No 5 The first perfume with man-made chemical ingredients, current position? Moulin Rouge: lifestyle? Ideal self? >Unconscious processing? What kind of need? Brand personality? iL IN RouGH O Copy rights reserved, Zou Deqiang7 7 © Copy rights reserved, Zou Deqiang Why Consumer Behavior is Relevant? • TVC: Chanel No. 5 ¾The first perfume with man-made chemical ingredients, current position? ¾ Moulin Rouge: lifestyle? ¾Ideal self? ¾Unconscious processing? ¾What kind of need? ¾Brand personality?