臺大消費(fèi)者行為cb09attitude(編輯修改稿)
2025-03-25 15:26 本頁面
【文章內(nèi)容簡介】 POOR GOOD POOR GOOD Neglected Opportunity Competitive Disadvantage Competitive Advantage Headtohead petition Null Opportunity False Alarm False Advantage False Competition Poor Good Poor Good Poor Good Poor Good Attribute Our Competitor’ s Simultaneous Importance Performance Performance Result 2023/5/8 14 ch 9 Affective Foundations of Attitude: Feelings Feelings: an affective state (such as mood you currently are in) or reaction (such as feelings experienced during product consumption or when processing an advertisement) Can be positive or negative and range from overwhelming to virtually nonexistent 2023/5/8 15 ch 9 Types of Feelings (Partial List) Negative Warm Upbeat Angry Annoyed Bad Bored Critical Defiant Disgusted Fedup Insulted Irritated Regretful Affectionate Calm Concerned Contemplative Emotional Hopeful Kind Peaceful Pensive Touched Warmhearted Active Adventurous Alive Attractive Confident Creative Elated Energetic Good Happy Pleased 2023/5/8 16 ch 9 Attitude Formation Processes The amount of processing The content of processing the favorableness of the cognitive and affective responses that occur during processing the extent to which processing involves productrelevant thinking Differences in thinking have created two different attitude formation processes: Central process 中央路徑 Peripheral process 邊陲路徑 2023/5/8 17 ch 9 Central Process of Attitude Formation Central process: process in which attitudes are formed from thoughtful consideration of relevant information These attitudes are very sensitive to the strength or quality of the relevant information presented The persuasiveness of an ad’ s claims depends on the productrelevant thinking undertaken during processin
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