测量与量表幻灯片.pptVIP

* Statement: Sally loves shopping at Sam’s. She believes it’s clean, conveniently located, and has the lowest price. She intends to shop there this week. Cognitive: Information about product, its attributes and attribute importance (price, cleanliness, variety, service quality, … ) Affective: Overall liking (measured in terms of preference) Intention: expectation of a person’s future behavior (closest to actual behavior) How likely is it that you purchase this product? When trying to measure attitudes, we try to tap into each domain. I.e. cognitive: Which fast food chains do you know tha