perception of requiring “something” and whether change the motivational state current to desire. As we can see in Ms.Green’s advertisement, it removes the perceived discrepancy. M&M’s is targeting female consumers through Ms.Green. Wanting to change consumers’ perception that the chocolate is not that dark and heavy, they also induce female consumers to perceive M&M’s chocolate is mos
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
1. Newspaper
Hypothesis 1
One will select a certain media,
depending on one’s previous political tendency.
->Selective Exposure
Hypothesis 2
Does selection of certain media can have
effects of one’s retention of the message?
->Selective Retention
states that women’s role is to obey men along with the caste system. Looking at the women’s social status with the perspective of caste system, it is equivalent to the lowest class, Sudra. Such a conventional historical background maximizes the gender discrimination within the society. Moreover, the resulting national perception further deteriorates the issue of sexual assault in India.
Important of the issue
● Early Cancer
No symptom, Complete Cure
Possible to Pregnant, Childbirth
→ Can be found by regular check up
● Advanced Cancer
Need to Radiation Treatment
Can be Infertile
→ Can cause other social problem
Ex.) Infertile couple and social costs
(중략)
Communication objectives
Cognitive perspective
1. Refute wrong recognition about