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1、消费心理学消费者的消费心理学消费者的态度态度现在学习的是第1页，共15页 Ch4 Ch4 消费者的态度消费者的态度1.1.概念概念2.2.态度的形成态度的形成3.3.态度的改变态度的改变现在学习的是第2页，共15页31.1.概念概念n态度：对人、物、广告等等的持续、稳定的总体评价态度：对人、物、广告等等的持续、稳定的总体评价Attitude:a lasting,general evaluation of people,objects,advertisements,or issuesn态度总是有所指的：态度客体态度总是有所指的：态度客体 The attitude“object”n态度是习得的态度
2、是习得的 Attitudes are a learned predispositionn态度具有前后一致性态度具有前后一致性 Attitudes have consistencyn态度在情景中出现态度在情景中出现 Attitudes occur within a situation现在学习的是第3页，共15页4态度的态度的ABCABC模型模型n态度的三种成分态度的三种成分:nAffect 情感情感our feelings or beliefs toward the attitude targetnBehavior 行为行为our intention to act toward the atti
3、tude targetnCognition 认知认知our knowledge of the attitude target现在学习的是第4页，共15页5态度的多属性模型态度的多属性模型(MAAMs,Multi-Attribute Models)nEvaluative Criteria:attributes consumers use to compare brandsnImportance Weights:priority assigned to attributesnConsideration Set:group of brands that are focal point of deci
4、sion effortnBeliefs:knowledge and feelings consumer has about various brandswhere j=brand,i=attribute,xij=level of brand j on attribute i现在学习的是第5页，共15页6态度的双过程模型态度的双过程模型态度加工的两类过程：自动化加工过程和精细化加工过程态度加工的两类过程：自动化加工过程和精细化加工过程 Automatic and Deliberative Processes(Fazio,1990)nAttitude is the link in memory b
5、etween an object and an evaluation.nThe stronger the link,the stronger the attitude.nDirect experience,repeated attitude expressions,and other factors produce strong attitudes.nAttitude strength is indicated by low response latency.nFor attitude to influence behavior,it must be activated from memory
6、.nOnly strong attitudes are automatically activated;weak attitudes must be effortfully retrieved or constructed.nAutomatically activated attitudes produce automatic biased processing of the attitude object.nBiased processing results in strong attitude-behavior correlation.现在学习的是第6页，共15页7MODE 模型模型(Mo
7、tivation and Opportunity as Determinants,Fazio,1990)现在学习的是第7页，共15页8态度的双系统模型态度的双系统模型n内隐态度内隐态度(implicit attitude)自动化加工自动化加工n外显态度外显态度(explicit attitude)精细化加工精细化加工现在学习的是第8页，共15页92.2.态度的形成态度的形成Forming Attitudes态度是习得的态度是习得的n条件作用学习条件作用学习Classical conditioningn工具条件作用学习工具条件作用学习Instrumental conditioningn认知学习认
8、知学习Cognitive learning/modelingn态度效果的路径结构态度效果的路径结构Hierarchy of effectsn不同态度成分的作用和相对重要性依赖于消费者面对态度客体时的动机状态现在学习的是第9页，共15页10三类态度效果的路径结构三类态度效果的路径结构Hierarchy of Effectsn标准学习路径标准学习路径Standard Learning Hierarchyn以信息加工学习过程为基础n可形成品牌忠诚n需要高水平的动机卷入n低卷入路径低卷入路径Low-Involvement Hierarchyn以行为学习过程为基础n消费者没有明显的品牌偏好n消费者是多变
9、的，可通过刺激反应之间的联结加以强化n体验型学习路径体验型学习路径Experiential Hierarchyn消费者的消费态度受心境和享乐性动机的驱使n情感迁移与情绪传染Emotional contagionnCognitive-affective model vs.independence hypothesis现在学习的是第10页，共15页11Classify the type of attitude formingn3 examples,one of each typenI like Hondas because it is fuel efficient and has good res
10、ale valuenI like Hondas,I have one that I inherited nI like Hondas because my parents drove them growing up现在学习的是第11页，共15页123.3.态度的改变态度的改变Changing AttitudesChanging AttitudesnPrior behavior:Foot-in-the-Door EffectnPrior speech:Counter-Attitudinal AdvocacynWhen someone states an attitude opposite to
11、a private attitude,their private attitude changes in line with stated attitude“Saying is Believing”Reducing discrepancy between public and private attitudesnPrior behavior:Effort JustificationAll instances of Need for ConsistencynConvey self-confidence,sincerity“I know who I am”Trust what Im saying现
12、在学习的是第12页，共15页13态度改变的基本策略态度改变的基本策略n信息整合与教育信息整合与教育Informing and educatingn说服与宣传说服与宣传Persuasion and propagandan社会控制社会控制Social controlsn通报系统通报系统Delivery systemsn经济激励经济激励Economic incentivesn经济制裁经济制裁Economic disincentivesn临床咨询与行为塑造临床咨询与行为塑造Clinical counseling and behavior modificationn强制与约束强制与约束Mandatory
13、 rules and regulations 现在学习的是第13页，共15页14市场传播与态度改变：说服市场传播与态度改变：说服n说服说服Persuasion:effectiveness of marketing communications to change attitudesn互惠互利互惠互利Reciprocityn稀缺稀缺Scarcityn权威权威Authorityn一致性一致性Consistencyn喜好喜好Likingn共有共有Consensus现在学习的是第14页，共15页15Attention and ComprehensionLow-Involvement ProcessingCommunicationBelief ChangeBehavior ChangeAttitude ChangeHigh-Involvement ProcessingCognitive ResponseBelief and Attitude ChangeBehavior ChangeCentral routePeripheral route ELM（The Elaboration Likelihood Model）广告说服效果的双通路模型广告说服效果的双通路模型现在学习的是第15页，共15页