营销管理 台大消费者行为cb 09 attitude.pptVIP

2002/5/8 业务流程体系问卷调查报告公司岗位职责企业组织体制调研绩效考核组织结构设计方案战略咨询报告 Attitude Formation and Change Overview What are attitudes Foundations/Components of Attitudes Attitude Formation Processes Attitude Change Definitions Attitudes: represent what we like and dislike Preferences: represent attitudes toward one object in relation to another (way to measure attitudes) How Can Attitudes and Preferences Be Measured? Foundations/Components of Attitude Beliefs (cognition; 認知) Feelings (affection；情感) Cognitive Foundations of Attitude : Beliefs Beliefs: subjective judgments about the relationship between two or more