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
변화와 혁신에 능동적인 태도를 지향하다.’'Aiming at an active attitude towards change and innovation'
‘길이 없으면 길을 찾으라, 찾아도 없으면 길을 만들어라.’는 생활신조를 바탕으로 변화와 혁신에 능동적인 태도를 지향해왔습니다. 어떤 일이든지 적극적으로 부딪히는 자세로 도전했고 밝고 긍정적인 생
Attitudes Toward Behavior
Beliefs about CJ O shopping
CJ오쇼핑은 다양한 제품을 판매한다
CJ오쇼핑에는 싼 제품들이 있다
CJ오쇼핑에는 말 잘하는 쇼호스트가 있다
CJ오쇼핑의 방송분위기는 신난다
CJ오쇼핑에는 할인되는 제휴카드가 많다
Attitude toward
CJ O shopping
Behaviors toward CJ O shopping
내가 사고 싶은 제
can get accomplished through interaction between inner factors like actual self and external factors such as others’ behaviors, prejudices and attitudes toward oneself.
1. Actual vs. Ideal vs. Ought Self
(1) Actual Self
In the movie we can see that the actual self of Gracie is a talented soccer player as her brother who has the potential to compete with men.
(2) Ideal Self
jobs wants to do plastic surgery because he thinks he has too old face to pass the job-interview. But his wife, Lynette, don't want him to do plastic surgery. So she explains to him how dangerous the plastic surgery is and shows him a person who fails plastic surgery. But despite Susan's effort, his attitude does not change. Finally, by persuading and teaching, Susan makes Tom's attitude change.