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
product because consumers give deep thought to buy it. Consequently, apartment ad would rather focus on specific information than model. e편한세상 take specific aspect from apartment value. That is parking space, barrier-free, low energy and environmentally friendly technology.
▶Bad
According to 'Classical conditioning theory'(relation 'pleasant feeling&favorable attitude toward celebrity
attitude toward the consumption.
After 세경 and 정음 hang around together, then they go to karaoke together. At the first time that they arrive at karaoke, 정음 ask to 세경 whether she went to karaoke before or not. Then 세경 answer that she went to karaoke once before with her father when she lived in 태백. If 세경 did not meet 정음 today, then she might not visit karaoke. So,
Product Involvement)
: 소비자 행동에 영향을 미치는 개인적 심리상태의 정도(동기부여 수준, 흥미의 정도)
: 관여도가 높아질 수록, 소비자는 제품의 사용에 의한 혜택(benefit)을 극대화 하고,
위험(risk)을 극소할 의도를 가지고 행동한다.
고관여제품(High-involvement Product)
: 구매 시에 느끼는 위험이 높은
product which is the popularity as a model, also has skyrocketed. Also the size of Japanese cosmetics market are the world’s second large. So thanks to these market conditions in the Japanese cosmetics market, we, 美ME+ also is looking to expand our business.
This report is divided into two parts, the first half; we will talk about the Japanese market as a whole cultural risk, country risk, a