消費者行為08consumerattitudes(編輯修改稿)
2025-03-13 14:26 本頁面
【文章內容簡介】 various feelings (affects) and judgments (cognitions) as the result of exposure to an advertisement, which, in turn, affect the consumer’s attitude toward the ad and attitude toward the brand. 8 17 A Conception of the Relationship among Elements in an AttitudeTowardtheAd Model Figure 8 18 Issues in Attitude Formation ? How attitudes are learned – Conditioning and experience – Knowledge and beliefs ? Sources of influence on attitude formation – Personal experience – Influence of family – Direct marketing and mass media 8 19 Strategies of Attitude Change 1. Changing the Basic Motivational Function 2. Associating the Product with an Admired Group or Event 3. Resolving Two Conflicting Attitudes 4. Altering Components of the Multiattribute Model 5. Changing Beliefs about Competitors’ Brands 8 20 Changing the Basic Motivational Function ? Utilitarian ? Egodefensive ? Valueexpressive ? Knowledge 8 21 Swiffer Appeals to Utilitarian Function weblink 8 22 Crest uses a knowledge appeal. 8 23 Why Might Behavior Precede Attitude Formation? ? Cognitive Dissonance Theory ? Attribution Theory Beha
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