消费者行为Consumerattitudes说课.pptx

消费者行为Consumerattitudes说课

Chapter8ConsumerAttitudeFormationandChange

ChapterOutlineWhatAreAttitudes?StructuralModelsofAttitudesAttitudeFormationStrategiesofAttitudeChangesBehaviorCanPrecedeorFollowAttitudeFormation

AttitudeAlearnedpredispositiontobehaveinaconsistentlyfavorableorunfavorablemannerwithrespecttoagivenobject.

StructuralModelsofAttitudesTricomponentAttitudeModelMultiattributeAttitudeModelAttitude-Toward-the-AdModel

CognitionASimpleRepresentationoftheTricomponentAttitudeModel

Figure8.2

DiscussionQuestionExplainyourattitudetowardyourcollege/universitybasedonthetricomponentattributemodel.

Besuretoisolatethecognitive,affective,andconativeelements

MultiattributeAttitudeModelsAttitudemodelsthatexaminethecompositionofconsumerattitudesintermsofselectedproductattributesorbeliefs.

MultiattributeAttitudeModelsTheattitude-toward-objectmodelTheory-of-reasoned-actionmodelAttitudeisfunctionofevaluationofproduct-specificbeliefsandevaluationsUsefultomeasureattitudestowardbrandsTypes

TheFishbeinModelTheBasicFormula:Aijk=ΣβijkIikWhere:i=attributej=brandk=consumerI=theimportanceweightgivenattributeIbyconsumerkβ=consumerk’sbeliefregardingtheextenttowhichbrandjpossessesattributeIA=aparticularconsumer’s(k’s)attitudescoreforbrandj

CommunicatingthePresence

ofDesirableAttributes

CommunicatingtheAbsence

ofUndesirableAttributes

ThisAdAttemptstoChangeConsumers’Attitudeby?

MultiattributeAttitudeModelsTheattitude-toward-objectmodelTheory-of-reasoned-actionmodelAttitudetowardbehaviorIncludessubjectivenormsinadditiontoattitudeTypes

ASimplifiedVersionoftheTheoryofReasonedAction-Figure8.5

DiscussionQuestionNowusethetheoryofreasonedactiontodescribeyourattitudetowardyourcollege/universitywhendecidingonwhichschooltoattend.

Attitude-Toward-the-AdModelAmodelthatproposes