消費(fèi)心理學(xué)2-消費(fèi)者的態(tài)度(存儲(chǔ)版)
【正文】 Consideration Set: group of brands that are focal point of decision effort ? Beliefs: knowledge and feelings consumer has about various brands ????niijiij xv a l u ew e i g h tC o n c e r n1)(where j = brand, i = attribute, xij = level of brand j on attribute i IPCAS 消費(fèi)心理學(xué) 6 態(tài)度的雙過程模型 態(tài)度加工的兩類過程：自動(dòng)化加工過程和精細(xì)化加工過程 Automatic and Deliberative Processes (Fazio, 1990) ? Attitude is the link in memory between an object and an evaluation. ? The stronger the link, the stronger the attitude. ? Direct experience, repeated attitude expressions, and other factors produce strong attitudes. ? Attitude strength is indicated by low response latency. ? For attitude to influence behavior, it must be activated from memory. ? Only strong attitudes are automatically activated。 weak attitudes must be effortfully retrieved or constructed. ? Automatically activated attitudes produce automatic biased processing of the attitude object. ? Biased processing results in strong attitudebe
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