纺织_营销_服装_第三部分.ppt

premise of balance theory is that people have a preference to maintain a balanced state among the three cognitive elements. A balanced state was defined as a situation in which the cognitive elements fit together harmoniously with no stress for change. If an imbalanced state is experienced, the person is motivated to change the signs of one or more of the cognitive relations. SOCIAL JUDGMENT THEORY AND INFLUENCING ATTITUDES According to this theory, the same factors that influence psychophysical judgments also influence attitude expression.When individuals form an attitude about an object, they compare the incoming message to their initial attitude ,which acts as a frame of reference for the judgment. 8.3 Attitude and Behavior 8.3.1 Evaluation of Attitude Research in Marketing 1.Assessment of Brand Attitudes Our approach suggests that attitudes toward a brand or product are determined by Part 3 The Individual Consumer LAST CHAPTER NEXT CHAPTER salient beliefs about that brand or product. Recall that salient beliefs can be obtained by asking respondents to list the characteristics, qualities, and attributes of the brand or product under consideration. 2. Brand Attitudes and Consumer Behavior To predict and understand consumer behavior we have to consider attitudes toward the act, of buying or using a product rather than attitudes toward the product itself. 3.Correspondence between attitudes and behavior We argued that the correlation between any two variables (the behavioral criterion, measures of intention, attitude and subjective norms, beliefs) depends on the extent to which they correspond in their action, target, context, and time elements; the correlation will decreased as the number of elements on which they fail to correspond increases. 8.3.2 Prediction of Consumer Behavior Purchase Intentions and Actual Behavior In sum, consumer behavior is typically found to be accurately predicted from measures of intention that c