消费心理学2消费者的态度.ppt

IPCAS 消费心理学 ? IPCAS 消费心理学 第二篇 消费者的态度、动机与情感 基础知识部分 Ch4 消费者的态度 Ch5 消费者的动机与情感 专题部分 专题2：态度理论与消费者需求识别 专题3：满意度理论与营销管理  Ch4 消费者的态度 概念 态度的形成 态度的改变 * 1.概念 态度：对人、物、广告等等的持续、稳定的总体评价 Attitude: a lasting, general evaluation of people, objects, advertisements, or issues 态度总是有所指的：态度客体 The attitude “object” 态度是习得的 Attitudes are a learned predisposition 态度具有前后一致性 Attitudes have consistency 态度在情景中出现 Attitudes occur within a situation * 态度的ABC模型 态度的三种成分: Affect 情感 our feelings or beliefs toward the attitude target Behavior 行为 our intention to act toward the attitude target Cognition 认知 our knowledge of the attitude target * 态度的多属性模型(MAAMs, Multi-Attribute Models) Evaluative Criteria: attributes consumers use to compare brands Importance Weights: priority assigned to attributes Consideration Set: group of brands that are focal point of decision effort Beliefs: knowledge and feelings consumer has about various brands where j = brand, i = attribute, xij = level of brand j on attribute i * 态度的双过程模型 态度加工的两类过程：自动化加工过程和精细化加工过程 Automatic and Deliberative Processes (Fazio, 1990) Attitude is the link in memory between an object and an evaluation. The stronger the link, the stronger the attitude. Direct experience, repeated attitude expressions, and other factors produce strong attitudes. Attitude strength is indicated by low response latency. For attitude to influence behavior, it must be activated from memory. Only strong attitudes are automatically activated; weak attitudes must be effortfully retrieved or constructed. Automatically activated attitudes produce automatic biased processing of the attitude object. Biased processing results in strong attitude-behavior correlation. * MODE 模型 (Motivation and Opportunity as Determinants, Fazio, 1990) * 态度的双系统模型 内隐态度(implicit attitude)－自动化加工 外显态度(explicit attitude)－精细化加工 * 2.态度的形成Forming Attitudes 态度是习得的 条件作用学习Classical conditioning 工具条件作用学习Instrumental conditioning 认知学习Cognitive learning/mode