消费心理学2 消费者的态度.pptVIP

IPCAS 消费心理学 ? IPCAS 消费心理学  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-Att