消费者态度形成以及改变.ppt

态度形成以及改变
态度是就某一个客体习得的喜欢或不喜欢的持久行为倾向。
态度的特征
习得的Learned
一致性Consistency
ur within a situation:受情境的影响,即受事件和环境的影响实际上,一个人对某一个物体可能持有多种态度,但又是受到不同环境(情境)的影响。如对麦当劳的态度。所以了解消费者的态度是如何随着情境的变化而变化。
态度的功能
知识功能:如对某产品的信念
价值表现:用来表达个体的价值观和自我概念。
功利功能:趋利弊害
自我防御:为了保护自我的形象而不受威胁
如何利用态度去预测人们的行为
Models of Attitude
三因素模型
包括认知、情感和行为三个成分。
认知是指消费者对产品的知识和感知,这些是通过直接的经验或其它的信息渠道而获得的。这些对产品的知识以及由此而产生的认知,通常以信念的方式体现,即消费者认为该产品包含的属性以及行为可能所产生的结果。比如,转基因产品
情感:评估性的、总体的评价
行为是行动的倾向性或意图。
购买意图测度:
多属性态度模型
The Attitude-Toward-Object Model
The Attitude-Toward-Behavior Model
Theory-of-Reasoned-Action Model
By Fishbein & Ajzen,1975
In fact, what consumers will buy is a function of how much they know, what they feel are the important features for them, and their awareness as to whether particular brands possess (or lack) these valued attributes.
The Attitude-Toward-Object Model
Comments:
It is a poor model to predict behavior since attitude toward an object is somewhat different from the attitude toward behavior.
举例:
Theory-of-Reasoned-Action Model(对行动模型的扩展)
Behavior
Intention
Attitude Toward
Behavior
Beliefs
Evaluation
Subjective
norm
Beliefs that
Motivation to
Comply