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
Ⅰ. 서론
1. 설득 이론의 의의와 중요성
설득이라는 것은 사람들에게 어떠한 메시지를 전달하여 태도와 행동의 변화를 유발하고자 하는 것으로 인간의 모든 커뮤니케이션 구현의 본질이 되는 요소이자 목표이다. 실제로 사람들이 일상생활에서 접하는 많은 텔레비전 광고, 인쇄 광고 등이 설득에
model eliminated retailers, who added unnecessary time and cost, and also allowed the company to build every system to order, offering customers powerful, richly configured systems at competitive prices. Dell introduced the latest relevant technology much more quickly than companies with slow-moving, indirect distribution channels, turning over inventory an average of every four days. In less tha
Action Component of Strategy
Acting responsively and responsibly
Coordinating action and communication
immediate action response supported by communication
1) 내부공중 및 외부공중에게 집행을 알린다.
2) 집행을 지지하고 수용하도록 설득한다.
Johnson & Johnson의 action components
1.Alert consumers nationwide, via the media, not to use capsules until
persuasive enough to gather lots of foreigners, so as a result the number of visitors is not much increasing. Therefore our team will try to give creative and fresh consultancy to achieve rapid growth of Seoul tourism.
2. Situational analysis
a. Macro Environment
As global economic crisis has recovered (refer figure 3-a-1), we expect more people will visit Seoul in 2010. And many westerners