These alternative perspectives and methodologies provide additional insights and expand our knowledge of consumers. For example, the cultural significance of advertising messages in shaping cultures and triggering communities is now better understood. Likewise, marketers now have a better understanding of how advertising campaigns like "Got Milk" become popular and help shape our culture. Thanks to the many interpretive analyses of advertisements over recent years, we are also more aware of the influence of advertising images on society.
Some consumer researchers believe that cross-disciplinary research is better suited for the study of consumers because it takes into account their complexity and multidi-mensionality. When considered along with psychological research, these alternative approaches help us better understand the impact of communications.
Alternative Approaches to Consumer Behavior
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