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
Introduction
Person's character, behavior, and personality are individuals, each. but Curiously, each of the actions of other people also have a common denominator. Eventually it has a similar desire to form a similar attitude. Based on these facts, with interest from the position of consumers and businesses in the market in Present or the near future, the collective actions of consumers, in oth
Currently Apple dominates the international mp3 player market with iPods taking up 70% of the pie. When it was first introduced in 2001 with a $400 price tag, it sold over 125 thousand units the first year and within 5 years Apple sold 42 million ipods. iPod related products such as covers, skins, ear phones alone make a billion dollar market for Apple. And yet it only takes up about 20% of its t
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/spokenperson' w
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.
Consumers motivated to attend to and process information
when they find it relevant
Goals
Outcomes that we would like to achieve
You might have goals for saving money, enrolling in a class
you want to take, or taking someone special to dinner
An internal state of tension caused by
disequilibrium from an ideal or desired stated
Inconsistency with Attitudes
New inf
1. What did 'good price marketing' have any marketing technique?
Recently, the good price chicken was the part of the emotional marketing. This marketing technique made the use of consumers’ emotion. The price marketing is the one of the best method to attract consumer.
Especially, that more happen when the prices is unstable and Economical situation is depressed.
Because of this, Walmart h
2004: New attribute link line (Emphasis on ‘11 galenical ingredients’)
An ad named <11 galenical ingredients> of Gas WhalMyungSu in 2004 emphasized on its utilitarian function to inspire positive attitude from consumers. Unlike previous ads (highlighting on its use situation, efficacy or Bu-chae etc.), they intended to add new attribute link line (11 galenical ingredients) in consumers’ me
consuming. Whenever he buys the products at the convenience store, he must say ¡°No¡± in order to check out the counter. In this scene, he said ¡°No¡± first, but when he received the second question he ignored her and avoided the answer with annoyed face.
2) The cause of difference between two activities
The discount card and point card are marketing stimuli for promoting the repurcha
Consumer Behavior]
(1) 소비자 스스로들에 있어 소비자 행동연구 필요
① 소비자 스스로가 자신의 욕구와 구매동기를 잘 이해함
② 기업의 마케팅 전략에 대한 성격과 효과를 이해함으로써 소비행위에 반영
③ 의사결정과정의 복잡성을 이해하고 그 과정에 대한 지식을 습득함으로써 효율적