第六章_消费者的态度.ppt

CHAPTER 6 CONSUMER ATTITUDES 消费者的态度 简要回顾第五章内容： 消费者需要的含义、特征和形态 有关消费者需要的理论 消费需要与消费行为的关系 动机的含义与形成 购买动机与消费行为的关系 本章主要内容 6.1 消费者态度的构成及功能 6.1.1 消费者态度的含义 1、有关态度的若干类见解 态度主要是情感的表现或人们的好恶观 态度是情感与认知的统一 态度是由情感、认知和行为构成的综合体 态度是人们对客观事物或观念等社会现象所持的一种心理反应倾向。 （看以下广告，测试学生对它的态度） 2. Definitions of attitude The mental process by which an individual – on the basis of past experience and stored information organises his perceptions, beliefs, and feelings about a particular object and orientates his future behaviour An attitude represents a summary evaluation of a psychologic object captured in such attribute dimensions as good-bad, harmful-beneficial, pleasant-unpleasant, and likeable –dislikeable. eg. toward animals. Why is it important to study attitudes? Attitudes influence the lifestyles that consumers pursue Attitudes influence goods and services purchased, stores visited, salespeople spoken to Attitudes can be measured throughout the consumption process Attitudes can be used to segment the market Attitudes can be influenced through marketing efforts Do you have some examples towards this issue? Examples Social Marketing Point of purchases politics in which firms link their products to social issues such as : Lack of animal testing eg.the body shop Diploma milk with the royal flying doctor service “Cheers ” the show script included mentions of designated drives to combat risk of drink driving, 10% increase in use of designated drives in USA 6.1.2 Attitude – Buyer Response Behaviour Affective response – consideration set, importance, evaluation, preference, intention to buy rather than More cognitive –saliency, awareness, recall, recognition, knowledge, perceived similarity More behavioural – seeking information , trial , repeat purchase 6.1.3 Charactristics of Attitude Learnt predisposition