[기고] 브랜드 심리학

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ǰ ǰ üٴ ް ̹ ǰ ϴ . ǻ ִ ɸ , , ȸ ׸ ȭ پ ɸ 鿡 ʿ信 ǰ ǰ ϱ⺸ٴ ǰ Ѵٰ ִ. ް ̹ 귣带 ǥǸ, 귣 Һڿ ġ ܿ ġ ¡ ġ ش.

⺻ Դ ‘ڱǥ 屸(need for self-expression)’ ߳ ô ϰ ; ϴ ‘ڱ 屸(need for self-enhancement)’ ִ. ڱ 縦 ˸ ǹ̿ ־ Ư ã ǰ ϰ ȴ. ǹ̸ Ҹ ̴.

ɸ ھư ̷ ھƿ ڽſ ϴ ‘ ھ’ ڽ ǰ Ҹϴ ‘̻ ھ’ ִ. Һڵ ڽ ھư ġϴ 귣带 ׷ 귣 ‘ ھ’ٴ ‘̻ ھ’ Ǵ ‘¡ ھ’ δ ٴ ̴.

׷ϱ, 귣 ǰ ϴ . Һ ൿ ũ “츮 ִ ٷ ڽ̴” Ͽ ϰ ִ ڱ ü ǥѴٰ ߴ. ö ȸ 帮߸(Jean Baudrillard) Һڰ Ưǰ Һϸ ǰ Һϴ Һ ܰ ٴ ijø ȿ(effect de panoplie) ϸ鼭 ǰ ȸ ٽ ޻ȸ ٰ Ҵ. ǰ ǰ̳ ǰ̳ ν ְ ְ ſ پ ִ ͵ ô뿡 ǰ ź Ÿ Ǿ ǰ Ѵٴ ̴.

׸ ڽŰ Ῡ, ҾȰ Ǵ  ؼϰ θ ι޴ ڳ Һ ¸ ϴ Һ ⵵ ִ. Ҹ  ƴ϶ ġ ǹϰ ֱ ޿ 귣忡 ϴ ϴٰ ִ.

̳׼Ÿ 8~18 ̿ ûҳ 250 “ ູϰ ϴ°” ̵ ׸ ߰, ݸ ̵ õ ׸ ߴ. 귣 νĵǴ ǰ ν ̳ ڱ ȿɰ ̷ õ ִ.

Եȴ. ׷ ۽ 귣, ޸ 귣, ڱٿ̶ ǹ 귣̶ ܳ. ׷ ڽ 귣 ܺ ġ ƴ϶ 輺, ȣ ŷڼ ġ ȴ.

ڱ ȭ Ʈ ǰȭ ؾ Ѵ.

ǰ 忡 귣 ٴ ִ. 鿡 ޴ ڱ 귣 ڱⰡ dz ƴ϶ ö 3ڿ ٴ ȴ.

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