清華mba系列課件：消費(fèi)行為學(xué)—lec3(專業(yè)版)
【正文】 Preference Do Conviction。 Action For LowInvolvement Purchases Think Do Awareness Purchase Feel Liking。 Knowledge Feel Liking。 Preference ? Sherif’s Social Judgment Theory Latitude of Rejection Latitude of Acceptance Latitude of Acceptance Latitude of Rejection ? Elaboration Likelihood Model – High involvement – central processing – Low involvement – peripheral processing Comparison between High and Low Involvement Low Involvement High Involvement Search Limited Extended A few sources Many sources
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