态度的形成和改变
51页1、Attitude Formation and Change MKTG6007 Consumer Behaviour,Definitions An relatively enduring combination of motivational, affective, perceptual and cognitive processes with respect to an aspect of the environment A hypothetical construct that relates to a manner, disposition, feeling, position, etc., with regard to a person or a thing; a tendency or orientation, especially of the mind A psychological tendency that is expressed by evaluating a particular entity with some degree of favour or disfa
2、vour”(Eagly & Chaiken, 1993) Features Pervade everyday life are summaries of evaluative thoughts, feelings, & value-laden reactions that allow us to typically efficiently and effectively negotiate the world without effortful high conscious cognitive effort Relates to pleasure-seeking & pain-avoidance (Hobbes 16th century),2,Basics,Favourability - refers to how much we like or dislike an attitude object sometimes we are indifferent! Relates to consideration inert and inept sets!Attitude Accessibi
3、lity - refers to how easily an attitude can be retrieved from memory if resulting from direct rather than indirect experience likely to be more memorable! Attitude Confidence how certain are we that our attitude is right for us must have a useful purpose ie allow us to achieve goals in line with our personal strivings and values.Attitude Persistence -How long does an attitude endure over time.Ambivalence hold both negative and positive attitudes towards an attitude object links to an inability t
4、o take action.,3,Basics,From whom or what do we acquire our attitudes? Give examples. Socio-historic context Family Schooling Peers Religious institutions Personality Work Marketing communications,4,Exercise,Market Research: Attitudes can be measured throughout the consumption process (e.g. brand image before and after an advertising campaign)Competitive Position: Occur in relation to other marketing stimuli such as competing products indirect and direct substitutes, other promotions. Signal Pur
5、chase Intent: Indicate attraction to and likely purchase/usage of goods and services, stores, sales people, advertisements, pricing, sales promotions etc.Market Segmentation: Consumers can differ in attitude strength, direction, bases of attitudes. (e.g., A consumer seeks a highly functional car versus one that is distinguished by great styling or prestigious image).Influenced by Marketing Tactics: Attitudes can be influenced through marketing efforts e.g. product experience, advertisements, opi
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