[2023-1] 소비자행동론 기말고사 핵심 정리 요약본
- 최초 등록일
- 2023.07.18
- 최종 저작일
- 2023.06
- 8페이지/ 어도비 PDF
- 가격 1,000원
목차
1. ATTITUDE CHANGE
2. CONSUMER DECISION MAKING PROCESS
3. CONSTRUCTED DECISION PROCESSES & CONTEXT-DEPENDENT PREFERENCES
4. HEURISTICS AND BIASES
5. SOCIAL INFLUENCES ON CONSUMER BEHAVIOR
본문내용
1. Persuasion (설득)
: An active attempt to change attitudes.
- Often involves attempts to change cognition, affect with the goal of then changing behavior.
Communication Model
- The Traditional Communication Model
- One-way communication
- Source > Message > Medium > Consumer (feedback)
« Updated Communications Model
Factors
1. Source: Who says
1) Credibility
(1) expertise: in only a few domains
(2) trustworthiness
(3) objectivity
- non-credible sources can be persuasive
(ex1) Courts should be lenient.
Prosecutor > convicted felon Courts should be strict.
Convicted felon > prosecutor
- General tendency is more credible sources & influential.
- Sleeper effects
2) Attractiveness
- physical appearance, personality, social status
- Halo effect
- similarity
- cultural meanings: status, social class, gender, age, personality
product type
(1) high social risk: celebrities
(2) high functional risk: experts
참고 자료
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