소개글
태도와 신념(Attitudes and Persuasion)에 대한 자료입니다.
목차
1. It is important for consumer researchers to understand the nature and power of attitudes.
2. Attitudes are more complex than they first appear.
3. We form attitudes in several ways.
4. A need to maintain consistency among all of our attitudinal components often motivates us to alter one or more of them.
5. We use attitude models to identify specific components and combine them to predict a consumer’s overall attitude toward a product or brand.
6. The communications model identifies several important components for marketers when they try to change consumers’ attitudes toward products and services.
7. The consumer who processes a message is not necessarily the passive receiver of information markets once believe him or her to be.
8. Several factors influence the effectiveness of a message source.
9. The way a marketer structures his or her message determines how persuasive it will be.
10. Audience characteristics help to determine whether the nature of the source or the message itself will be relatively more effective.
본문내용
Objective 1
It is important for consumer researchers to understand the nature and power of attitudes.
태도(attitude)
: 사람들(자신을 포함해서), 대상들, 광고들, 또는 쟁점들에 대한 영속적이고 일반적인 평가
실용적(Utilitarian)
가치-표현적
(Value-expressive)
자아-방어적
(Ego-defensive)
지식
(Knowledge)
Objective 2
Attitudes are more complex than they first appear.
태도의 ABC 모델
감정(Affect)
행동(Behavior)
인지(Cognition)
표준학습 위계(Standard Learning Hierarchy)
인지->감정->행동->태도
저관여 위계(Low-Involvement Hierarchy)
인지->행동->감정->태도
경험적 위계(Experiential Hierarchy)
감정->행동->인지->태도