消费者态度和态度的改变.pptx

2021/3/24;Ma Guo, CEBA, Teaching Notes of Consumer Behavior;引例：可口可乐百年来最大的失误 （案例4-1）;Ma Guo, CEBA, Teaching Notes of Consumer Behavior;Ma Guo, CEBA, Teaching Notes of Consumer Behavior;Ma Guo, CEBA, Teaching Notes of Consumer Behavior;4.1.2消费者态度的构成Structures of consumer attitudes;Ma Guo, CEBA, Teaching Notes of Consumer Behavior;Ma Guo, CEBA, Teaching Notes of Consumer Behavior;Ma Guo, CEBA, Teaching Notes of Consumer Behavior;Behavior learning hierarchy 行为学习层次;态度成分的一致性;Ma Guo, CEBA, Teaching Notes of Consumer Behavior;影响消费者态度和实际行为差异的因素：Influence factors;Ma Guo, CEBA, Teaching Notes of Consumer Behavior;Ma Guo, CEBA, Teaching Notes of Consumer Behavior;2）一致性原则 Principle of cognitive consistency;;小案例：营销误区;过于做作或夸张的场景。 广告中的人物不修边幅，没文化和幼稚可笑。 危及到像婚姻这样重要关系的广告。 有对身体不舒服的图解说明。 用充满敌意或争吵的角色织造令人不安的紧张。 描述了一个既无魅力又不值得同情的角色。 含有性暗示的场面。 广告本身质量差。;3）平衡理论 balance theory ;;Balance theory specifies that people desired relations among elements in a triad to be harmonious, or balanced. If they are not, a state of tension will result until somehow perceptions are changed and balance is restored. 该理论认为：人们渴望三个因素之间的关系是和谐或者平衡的。否则，会感到紧张，直到人们看法的改变并且达到新的平衡。 ;三角关系中的平衡状态;平衡理论在营销中的应用Marketing Application of Balance Theory ;Balance theory also helps explain why consumers like to be associated with positive valued objects. 平衡理论有助于解释为什么消费者喜欢与那些能得到积极评价的事物相联系 （正向联系）。 Finally, balance theory is useful in accounting for the widespread use of celebrities to endorse products. 平衡理论有助于解释那些广泛采用名人代言的行为。 ;Ma Guo, CEBA, Teaching Notes of Consumer Behavior;;例如，基于多属性态度模型评价一所大学，可能会考虑的因素：;Ma Guo, CEBA, Teaching Notes of Consumer Behavior;Ma Guo, CEBA, Teaching Notes of Consumer Behavior;Ma Guo, CEBA, Teaching Notes of Consumer Behavior;Ma Guo, CEBA, Teaching Notes of Consumer Behavior;Ma Guo, CEBA, Teaching Notes of Consumer Behavior;Ma Guo, CEBA, Teaching Notes of Consumer Behavior;Ma Guo, CEBA, Teaching Notes of Consumer Behavior;Ma Guo, CEBA, Teaching Notes of Consumer Behavior;多属性模型的战略应用Strategic Application of