台大消费者行为cbattitude.pptVIP

Attitude Formation and Change2002/5/81*第一页，共二十七页。 OverviewWhat are attitudesFoundations/Components of AttitudesAttitude Formation ProcessesAttitude Change2002/5/82*第二页，共二十七页。 DefinitionsAttitudes: represent what we like and dislikePreferences: represent attitudes toward one object in relation to another (way to measure attitudes)2002/5/83*第三页，共二十七页。 How Can Attitudes and Preferences Be Measured?Attitude toward the object:How much do you like/dislike IBM computers? Like very much 1 2 3 4 5 Dislike very muchPreference:Compared to Apple personal computers, how much do you like IBM perso