消費(fèi)心理學(xué)2-消費(fèi)者的態(tài)度(專業(yè)版)
【正文】 IPCAS 消費(fèi)心理學(xué) Ch4 消費(fèi)者的態(tài)度 1. 概念 2. 態(tài)度的形成 3. 態(tài)度的改變 IPCAS 消費(fèi)心理學(xué) 3 ? 態(tài)度：對(duì)人、物、廣告等等的持續(xù)、穩(wěn)定的總體評(píng)價(jià) Attitude: a lasting, general evaluation of people, objects, advertisements, or issues ? 態(tài)度總是有所指的：態(tài)度客體 The attitude “object” ? 態(tài)度是習(xí)得的 Attitudes are a learned predisposition ? 態(tài)度具有前后一致性 Attitudes have consistency ? 態(tài)度在情景中出現(xiàn) Attitudes occur within a situation IPCAS 消費(fèi)心理學(xué) 4 態(tài)度的 ABC模型 ? 態(tài)度的三種成分 : ? Affect 情感 — our feelings or beliefs toward the attitude target ? Behavior 行為 — our intention to act toward the attitude target ? Cognition 認(rèn)知 — our knowledge of the attitude target IPCAS 消費(fèi)心理學(xué) 5 態(tài)度的多屬性模型 (MAAMs, MultiAttribute Models) ? Evaluative Criteria: attributes consumers use to pare brands ? Importance Weights: priority assigned to attributes ? Consideration Set: group of brands that are focal point of decision effort ? Beliefs: knowledge and feelings consumer has about various brands
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