However, to persuade consumer make a decision, the car advertising express congruent with peo-ple s self-concept might be the key point to influence brand attitude even the Purchase Intention.

• 由于消费者的购买决策过程是十分复杂且难懂的，因此在影响购买意愿中，除了消费者所具备的产品知识外，品牌也成为一个备受瞩目的指标；