清華mba系列課件：消費行為學(xué)—lec3(已修改)
2025-03-13 12:21 本頁面
【正文】 Lecture 3 Low Involvement Purchases Consumer Behavior Buying, Having, and Being Michael R. Solomon Case From Pavlov’s Tuning Fork to Marlboro Cowboy 1. The Tune Fork and the Dog 2. Music Draws the Line 3. Marlboro Cowboy Low Involvement Purchases ? Krugman’s Theory of Passive Learning – A theory used to explain why television advertising produced high levels of brand recall yet little change in attitudes toward brands. – Uninvolved consumers: ? Repetitive advertising ? Information catcher ? Buy first Hierarchy
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