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
관찰자 오차&불안수준 증가
√ 논란
왜 Fear conditioning에서는 AMG lesion 쥐의 동결반응이
감소하지 않았는가?
→ 동결반응 측정에 있어서 관찰자 오차와 편향이 쉽게
나타날 수 있음
- 대한정신약물학회지:제 20권 제 2호 2009.
A Vision-Based System for Detecting and Analyzing the Freezing Response of Rats
Amadeus
1 INT. STAIRCASE OUTSIDE OLD SALIERIS SALON - NIGHT - 1823 1
Total darkness. We hear an old mans voice, distinct and in distress. It is OLD
SALIERI. He uses a mixture of English and occasionally Italian.
OLD SALIERI
Mozart! Mozart! Mozart. Forgive me! Forgive your assassin!
Mozart!
A faint light illuminates the screen. Flickeringly, we see an eighteenth century
balustrade and a flight of
JFK
FADE IN:
Credits run in counterpoint through a 7 to 10 minute sequence of
documentary images setting the tone of John F. Kennedys Presidency and
the atmosphere of those tense times, 1960 through 1963. An omniscient
narrators voice marches us through in old time Pathe newsreel fashion.
VOICE
January, 1961 - President Dwight D. Eisenhowers
Farewell Address to the Nation -
EISENHOWER ADDRES
The Empire Strikes Back
Story by George Lucas
Screenplay by Leigh Brackett
Lawrence Kasdan
Produced by Gary Kurtz
Directed by Irvin Kershner
Cast List:
Mark Hamill Luke Skywalker
Harrison Ford Han Solo
Carrie Fisher Princess Leia Organa
Billy Dee Williams Lando Calrissian
Anthony Daniels See-Threepio (C-3PO)
David Prowse Lord Darth Vader
Peter Mayhew Chewbacca
Kenny Baker Artoo-Deetoo R2-D2
Fran