消費(fèi)心理學(xué)2-消費(fèi)者的態(tài)度(更新版)
【正文】 ort Justification ? All instances of Need for Consistency ? Convey selfconfidence, sincerity — “I know who I am” — Trust what I’m saying IPCAS 消費(fèi)心理學(xué) 13 態(tài)度改變的基本策略 ? 信息整合與教育 Informing and educating ? 說(shuō)服與宣傳 Persuasion and propaganda ? 社會(huì)控制 Social controls ? 通報(bào)系統(tǒng) Delivery systems ? 經(jīng)濟(jì)激勵(lì) Economic incentives ? 經(jīng)濟(jì)制裁 Economic disincentives ? 臨床咨詢(xún)與行為塑造 Clinical counseling and behavior modification ? 強(qiáng)制與約束 Mandatory rules and regulations IPCAS 消費(fèi)心理學(xué) 14 市場(chǎng)傳播與態(tài)度改變：說(shuō)服 ? 說(shuō)服 Persuasion: effectiveness of marketing munications to change attitudes ? 互惠互利 Reciprocity ? 稀缺 Scarcity ? 權(quán)威 Authority ? 一致性 Consistency ? 喜好 Liking ? 共有 Consensus IPCAS 消費(fèi)心理學(xué) 15 Attention and Comprehension LowInvolvement Processing Communication Belief Change Behavior Change Attitude Change HighInvolvement Processing Cognitive Response Belief and Attitude Change Behavior Change Central route Peripheral route ELM （ The Elaboration Likelihood Model） 廣告說(shuō)服效果的雙通路模型
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