消費者行為08consumerattitu-wenkub
2023-05-22 07:37:00 本頁面
【正文】 el. Be sure to isolate the cognitive, affective, and conative elements 8 7 Multiattribute Attitude Models Attitude models that examine the position of consumer attitudes in terms of selected product attributes or beliefs. 8 8 Multiattribute Attitude Models ? The attitudetowardobject model ? Theoryofreasonedaction model ? Attitude is function of evaluation of productspecific beliefs and evaluations ? Useful to measure attitudes toward brands Types 8 9 The Fishbein Model ? The Basic Formula: Aijk = ΣβijkIik – Where: ? i = attribute ? j = brand ? k = consumer ? I = the importance weight given attribute I by consumer k ? β = consumer k’s belief regarding the extent to which brand j possesses attribute I ? A = a particular consumer’s (k’
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