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1、第4章 消费者态度和态度的改变,Chapter 4 :Consumer attitudes and changing of attitudes,2019/4/23,1,Ma Guo, CEBA, Teaching Notes of Consumer Behavior,Ma Guo, CEBA, Teaching Notes of Consumer Behavior,2,2019/4/23,学习要点Key studying points,消费者态度Consumer attitude 消费者态度的形成Formation of consumer attitudes 改变态度的策略The strate
2、gies of changing attitudes 影响态度形成与改变的营销传播特点Natures of the marketing communication that influence attitude formatting and changing,引例：可口可乐百年来最大的失误 （案例4-1）,2019/4/23,3,Ma Guo, CEBA, Teaching Notes of Consumer Behavior,Ma Guo, CEBA, Teaching Notes of Consumer Behavior,4,2019/4/23,4.1.1态度的概念、特点和功能 the f
3、unctions and natures of Attitudes 1）态度的定义: Definition of attitude 态度是指个体向某一对象所持有的评价与行为倾向。Attitude refers an evaluation and intended action toward an object of which an individual held. 态度通常以语言、动作和行为行使表达出来，因而，通过对意见、行为的了解、观察，可以推断人们对某一事物的态度。,4.1消费者的态度Consumer Attitudes,Ma Guo, CEBA, Teaching Notes of C
4、onsumer Behavior,5,2019/4/23,2）态度的特点： Natures of attitudes,对象性Objectivity 习得性Learned 内隐性Inner hiding 稳定性和可变性 Stability and changeability,Ma Guo, CEBA, Teaching Notes of Consumer Behavior,6,2019/4/23,3）态度的功能Functions of attitudes 知识功能Knowledge function 价值表达功能Expression of value function 自我防御功能Self-de
5、fended function 效用功能Effect function,4.1.2消费者态度的构成 Structures of consumer attitudes,1）态度的成分the components of attitudes 认知成分Perceptive component 情感成分Emotional component 行为成分Behavior component 态度的三种成分之间一般是协调一致的。但发生冲突时，情感成分起主要作用。,Ma Guo, CEBA, Teaching Notes of Consumer Behavior,7,2019/4/23,Ma Guo, CEBA
6、, Teaching Notes of Consumer Behavior,8,2019/4/23,2）消费者态度的层次The hierarchies of consumer attitudes 高度介入层级High- involvement hierarchy,认知 （想法）,情感 （感觉）,行为 （购买）,图4-1高度参与层次,基于认知 信息加工 的态度,Ma Guo, CEBA, Teaching Notes of Consumer Behavior,9,2019/4/23,低度介入层级Low- involvement hierarchy,情感 （感觉）,行为 （购买）,认知 （想法）,
7、图4-2 低参与层次,基于行为 学习过程 的态度,Ma Guo, CEBA, Teaching Notes of Consumer Behavior,10,2019/4/23,经验层级 Experience-learning hierarchy,行为 （购买）,认知 （想法）,情感 （感觉）,图4-3 经验学习层次,基于享乐 主义消费 的态度,Behavior learning hierarchy 行为学习层次,图4-4 行为学习层次的态度,Ma Guo, CEBA, Teaching Notes of Consumer Behavior,11,2019/4/23,行为 （购买）,认知 （想法
8、）,情感（感觉）,态度成分的一致性,态度的三种成分之间一般是协调一致的。 态度成分也可能存在不一致的现象。 研究发现， 当态度的三种成分出现冲突时， 感情成分其主要作用。,Ma Guo, CEBA, Teaching Notes of Consumer Behavior,12,2019/4/23,Ma Guo, CEBA, Teaching Notes of Consumer Behavior,13,2019/4/23,4.1.3态度与行为的关系The relationships between attitudes and behaviors,1）态度与行为attitudes and beha
9、viors 态度是行为的指导和动力系统，对消费者的行为有很直接的、重要的影响。 Attitude is the directing and driving system of behavior. 受到一些因素的的影响，消费者的态度和实际行为之间会出现差异。,影响消费者态度和实际行为差异的因素：Influence factors,消费者的需要和动机Consumer needs and motives 消费者的购买能力Consumer buying power 消费者品牌信念和情感以及新信息Consumer brand beliefs and emotions and new informatio
10、n 缺乏直接产品经验Lack of directly product experience 变化的市场条件Changeable market situations 消费者对未来的预期Expectation of consumer to future,Ma Guo, CEBA, Teaching Notes of Consumer Behavior,14,2019/4/23,Ma Guo, CEBA, Teaching Notes of Consumer Behavior,15,2019/4/23,2）消费者偏好consumer preference 消费偏好是指人们趋向于购买某类商品或到某类商
11、场购物心理倾向。Consumer preference refers consumers psychological trends to buy certain products or choose certain places to shopping。 影响消费者偏好的因素： The influence factors on consumer preference 态度的强度The intensity of attitude 态度的复杂性The complexity of attitude,Ma Guo, CEBA, Teaching Notes of Consumer Behavior,1
12、6,2019/4/23,4.2消费者态度的形成与改变Consumer attitude forming and changing,4.2.1态度的形成与改变的理论The theories 1）凯尔曼阶段论H.C Kelman s stage theory 服从阶段-顺从Obedience stage 同化阶段-自愿Assimilation stage 内化阶段-根深蒂固Internalized stage,2）一致性原则 Principle of cognitive consistency,所谓认知一致性原则，是指注重认知、情感和行为之间的和谐的消费者容易被激发去保持这些元素的一致性。The
13、consumers who emphasized the consistence between perception, emotion and behaviors are easy to be evoked to keep consistent between these elements.,Ma Guo, CEBA, Teaching Notes of Consumer Behavior,17,2019/4/23,态度一致性原则提示我们，态度不是在真空状态下产生的。Attitude does not emerge in vacuum. 对态度对象评价的一种重要方法，就是看它是否符合消费者已
14、经持有的其他相关态度。 One of the important evaluation method is to see whether it is match with consumers other existing relative attitudes. 。,Ma Guo, CEBA, Teaching Notes of Consumer Behavior,18,2019/4/23,小案例：营销误区,在对一项令人讨厌的广告研究中，研究人员调查了在黄金时段播放的令消费者反感的电视广告。最令消费者反感的广告有女性保健产品、痔疮药品或泻药和女性内衣的广告。研究这找出了令消费者讨厌的因素： 敏感
15、产品的展示（如痔疮药）以及对其包装盒使用方法的强调。,Ma Guo, CEBA, Teaching Notes of Consumer Behavior,19,2019/4/23,过于做作或夸张的场景。 广告中的人物不修边幅，没文化和幼稚可笑。 危及到像婚姻这样重要关系的广告。 有对身体不舒服的图解说明。 用充满敌意或争吵的角色织造令人不安的紧张。 描述了一个既无魅力又不值得同情的角色。 含有性暗示的场面。 广告本身质量差。,Ma Guo, CEBA, Teaching Notes of Consumer Behavior,20,2019/4/23,3）平衡理论 balance theory,
16、认知平衡理论探讨人们感知到并认为相关联的各种因素之间的关系。 Balance Theory considers relations among elements a person might perceive as belonging together.,Ma Guo, CEBA, Teaching Notes of Consumer Behavior,21,2019/4/23,包括三个因素间的关系： 一个人对某态度对象的感受和看法； 该态度对象本身； 其他的人或对象。 This perceptive involves relations ( always from the perceivers subjective point of view) among three elements, so the resulting attitudes structures are call triads. Each triad contains: (1) a person and his or her perceptions of (2) an
