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
attitude, brand purchase intention, and purchase facilitation. M&M’s is operating their advertisements, which cover these five fundamental stages. Firstly, category need is buyer’s 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 co
나는 스페인 남부의 Estepona라는 공동체에서 자랐다.내가 16살이었던 어느 날 아침,아버지는 내가 Mijas라는 18 마일의 거리의 멀리 떨어진 마을에 차를 통해 자신을 대려가는것을 허락했는데, 그 마을 주변의 창고에서 차를 서비스받는다는 조건하에서였다.운전을 이제 막 배웠음에도 차를 사용할수 있는
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