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
Degree to which employees believe the organization values
their contribution and cares about their well-being.
(조직이 직원들의 공헌과 그들의 행복에 관심을 가지는 등급)
Higher when rewards are fair, employees are involved in
decision making, and supervisors are seen as supportive.
(공정한 보상을 받을 때, 직원이 결정을 내리는데 관여할 때,
Born and raised in Las Vegas
Nick always at backstage hanging with the girls
Since Nick didn't have a father
He was always surrounded by strong role models.
counterargument
support arguments
good father
successes creator
As “an inner state of arousal.” With
aroused energy to achieving a goal
.
She needs to release her stress out
woman i
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.
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
New information is consistent with previously
acquired knowledge or attitudes
- We Motivated to process messages that are moderately
inconsistent with our existing knowledge or attitudes
Less Motivated
Motivation also affects
how we process information and make decisions
Pay careful attention
Think about it
attempt to understand
or comprehend goal-releve
Attitude model)
전통적 태도모델은 대상물에 대해 단일 축도 즉, 태도의 복잡성이나 태도구성요소의 상호작용을 고려하지 않고 개인의 전반적 감정이나 평가적 반응에만 초점을 두었다. 그 결과 개인의 전체적인 태도의 기초를 결정하거나 어떻게 태도를 변화시킬 것인가를 파악하려는 것이 어려워졌다.
attitude toward celebrity/spokenperson' with 'pleasant feeling&favorable attitude toward product'), a favorable feeling for celebrity attractions and a frank image which were known to the mass of people is paring to brand image when advertisement execution.(This could be adapted to the effect of endorsers on attitude formation. the image, behavior, and values of the endorser must be compatible wi
Attitudes and Responses
1) Client Reactions
① 도움을 구하는 것에 대한 두려움 (Fears about Seeking Help)
․ 사람들은 개인적, 상호적 또는 상황적 문제에조차 도움을 받으러 올 때, 거의 불안을 느낌 → 문제 또는 해결조차도 자기 자신들과 어느 정도 관련되어 있다고 인식하기 때문. 의식적인 또는 무의식적