消费心理学2消费者的态度.ppt
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第二篇 消费者的态度、动机与情感
基础知识部分 Ch4 消费者的态度
Ch5 消费者的动机与情感
专题部分 专题2：态度理论与消费者需求识别 专题3：满意度理论与营销管理
Ch4 消费者的态度
1. 概念 2. 态度的形成 3. 态度的改变
1.概念
态度：对人、物、广告等等的持续、稳定的总体评价
14
广告说服效果的双通路模型
Communication
Attention and Comprehension Peripheral route Low-Involvement Processing Central route High-Involvement Processing
Belief Change
12
态度改变的基本策略
信息整合与教育Informing and educating 说服与宣传Persuasion and propaganda
社会控制Social controls
通报系统Delivery systems 经济激励Economic incentives 经济制裁Economic disincentives 临床咨询与行为塑造Clinical counseling and behavior modification 强制与约束Mandatory rules and regulations
10
Classify the type of attitude forming
3 examples, one of each type I like Hondas because it is fuel efficient and has
good resale value I like Hondas, I have one that I inherited I like Hondas because my parents drove them growing up
be effortfully retrieved or constructed.
Automatically activated attitudes produce automatic biased
processing of the attitude object.
Biased processing results in strong attitude-behavior correlation.
Evaluative Criteria: attributes consumers use to compare
brands Importance Weights: priority assigned to attributes Consideration Set: group of brands that are focal point of decision effort Beliefs: knowledge and feelings consumer has about various brands
Concern weight value x ) j i i( ij
i 1
n
where j = brand, i = attribute, xij = level of brand j on attribute i
5
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
Automatic and Deliberative Processes (Fazio, 1990) Attitude is the link in memory between an object and an evaluation. The stronger the link, the stronger the attitude. Direct experience, repeated attitude expressions, and other factors
produce strong attitudes.
Attitude strength is indicated by low response latency. For attitude to influence behavior, it must be activated from memory. Only strong attitudes are automatically activated; weak attitudes must
态度效果的路径结构Hierarchy of effects 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
9
三类态度效果的路径结构Hierarchy of Effects
标准学习路径Standard Learning Hierarchy 以信息加工学习过程为基础 可形成品牌忠诚 需要高水平的动机卷入 低卷入路径Low-Involvement Hierarchy 以行为学习过程为基础 消费者没有明显的品牌偏好 消费者是多变的，可通过刺激－反应之间的联结加以强化 体验型学习路径Experiential Hierarchy 消费者的消费态度受心境和享乐性动机的驱使 情感迁移与情绪传染Emotional contagion Cognitive-affective model vs. independence hypothesis
attitude, their private attitude changes in line with stated attitude — “Saying is Believing” — Reducing discrepancy between public and private attitudes
Motivation/ Ability to Process
NO
Spontaneous Processing Mode
Strong Attitude
NO YES
Automatic Attitude Activation AttitudeConsistent Behavior No Automatic Attitude Activation Behavior Unrelated to Attitude
7
态度的双系统模型
内隐态度(implicit attitude)－自动化加工 外显态度(explicit attitude)－精细化加工
8
2.态度的形成Forming Attitudes 态度是习得的
条件作用学习Classical conditioning 工具条件作用学习Instrumental conditioning 认知学习Cognitive learning/modeling
11
3.态度的改变Changing Attitudes
Prior behavior: Foot-in-the-Door Effect Prior speech: Counter-Attitudinal Advocacy When someone states an attitude opposite to a private
6
MODE 模型
(Motivation and Opportunity as Determinants, Fazio, 1990)
YES
Deliberative Processing Mode Beliefs About the Behavior AttitudeConsistent Behavior
Cognitive Response
Behavior Change
Belief and Attitude Change
Attitude Change
Behavior Change
ELM （The Elaboration Likelihood Model）
15
态度具有前后一致性
Attitudes have consiste occur within a situation
3
态度的ABC模型
态度的三种成分: Affect
情感
— our feelings or beliefs toward the attitude target
Behavior 行为
— our intention to act toward the attitude target
Cognition 认知
— our knowledge of the attitude target
4
态度的多属性模型(MAAMs, Multi-Attribute Models)
Prior behavior: Effort Justification All instances of Need for Consistency Convey self-confidence, sincerity
— “I know who I am” — Trust what I’m saying
13
市场传播与态度改变：说服
说服Persuasion: effectiveness of marketing
communications to change attitudes 互惠互利Reciprocity 稀缺Scarcity 权威Authority 一致性Consistency 喜好Liking 共有Consensus
Attitude: a lasting, general evaluation of people, objects, advertisements, or issues
态度总是有所指的：态度客体
The attitude “object”
态度是习得的
Attitudes are a learned predisposition
基础知识部分 Ch4 消费者的态度
Ch5 消费者的动机与情感
专题部分 专题2：态度理论与消费者需求识别 专题3：满意度理论与营销管理
Ch4 消费者的态度
1. 概念 2. 态度的形成 3. 态度的改变
1.概念
态度：对人、物、广告等等的持续、稳定的总体评价
14
广告说服效果的双通路模型
Communication
Attention and Comprehension Peripheral route Low-Involvement Processing Central route High-Involvement Processing
Belief Change
12
态度改变的基本策略
信息整合与教育Informing and educating 说服与宣传Persuasion and propaganda
社会控制Social controls
通报系统Delivery systems 经济激励Economic incentives 经济制裁Economic disincentives 临床咨询与行为塑造Clinical counseling and behavior modification 强制与约束Mandatory rules and regulations
10
Classify the type of attitude forming
3 examples, one of each type I like Hondas because it is fuel efficient and has
good resale value I like Hondas, I have one that I inherited I like Hondas because my parents drove them growing up
be effortfully retrieved or constructed.
Automatically activated attitudes produce automatic biased
processing of the attitude object.
Biased processing results in strong attitude-behavior correlation.
Evaluative Criteria: attributes consumers use to compare
brands Importance Weights: priority assigned to attributes Consideration Set: group of brands that are focal point of decision effort Beliefs: knowledge and feelings consumer has about various brands
Concern weight value x ) j i i( ij
i 1
n
where j = brand, i = attribute, xij = level of brand j on attribute i
5
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
Automatic and Deliberative Processes (Fazio, 1990) Attitude is the link in memory between an object and an evaluation. The stronger the link, the stronger the attitude. Direct experience, repeated attitude expressions, and other factors
produce strong attitudes.
Attitude strength is indicated by low response latency. For attitude to influence behavior, it must be activated from memory. Only strong attitudes are automatically activated; weak attitudes must
态度效果的路径结构Hierarchy of effects 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
9
三类态度效果的路径结构Hierarchy of Effects
标准学习路径Standard Learning Hierarchy 以信息加工学习过程为基础 可形成品牌忠诚 需要高水平的动机卷入 低卷入路径Low-Involvement Hierarchy 以行为学习过程为基础 消费者没有明显的品牌偏好 消费者是多变的，可通过刺激－反应之间的联结加以强化 体验型学习路径Experiential Hierarchy 消费者的消费态度受心境和享乐性动机的驱使 情感迁移与情绪传染Emotional contagion Cognitive-affective model vs. independence hypothesis
attitude, their private attitude changes in line with stated attitude — “Saying is Believing” — Reducing discrepancy between public and private attitudes
Motivation/ Ability to Process
NO
Spontaneous Processing Mode
Strong Attitude
NO YES
Automatic Attitude Activation AttitudeConsistent Behavior No Automatic Attitude Activation Behavior Unrelated to Attitude
7
态度的双系统模型
内隐态度(implicit attitude)－自动化加工 外显态度(explicit attitude)－精细化加工
8
2.态度的形成Forming Attitudes 态度是习得的
条件作用学习Classical conditioning 工具条件作用学习Instrumental conditioning 认知学习Cognitive learning/modeling
11
3.态度的改变Changing Attitudes
Prior behavior: Foot-in-the-Door Effect Prior speech: Counter-Attitudinal Advocacy When someone states an attitude opposite to a private
6
MODE 模型
(Motivation and Opportunity as Determinants, Fazio, 1990)
YES
Deliberative Processing Mode Beliefs About the Behavior AttitudeConsistent Behavior
Cognitive Response
Behavior Change
Belief and Attitude Change
Attitude Change
Behavior Change
ELM （The Elaboration Likelihood Model）
15
态度具有前后一致性
Attitudes have consiste occur within a situation
3
态度的ABC模型
态度的三种成分: Affect
情感
— our feelings or beliefs toward the attitude target
Behavior 行为
— our intention to act toward the attitude target
Cognition 认知
— our knowledge of the attitude target
4
态度的多属性模型(MAAMs, Multi-Attribute Models)
Prior behavior: Effort Justification All instances of Need for Consistency Convey self-confidence, sincerity
— “I know who I am” — Trust what I’m saying
13
市场传播与态度改变：说服
说服Persuasion: effectiveness of marketing
communications to change attitudes 互惠互利Reciprocity 稀缺Scarcity 权威Authority 一致性Consistency 喜好Liking 共有Consensus
Attitude: a lasting, general evaluation of people, objects, advertisements, or issues
态度总是有所指的：态度客体
The attitude “object”
态度是习得的
Attitudes are a learned predisposition