消費者態(tài)度和態(tài)度的改變

1、2022/7/18Ma Guo, CEBA, Teaching Notes of Consumer Behavior1第4章 消費者態(tài)度和態(tài)度的改變Chapter 4 :Consumer attitudes and changing of attitudes Ma Guo, CEBA, Teaching Notes of Consumer Behavior22022/7/18學(xué)習(xí)要點Key studying points消費者態(tài)度Consumer attitude消費者態(tài)度的形成Formation of consumer attitudes改變態(tài)度的策略The strategies of ch

2、anging attitudes影響態(tài)度形成與改變的營銷傳播特點Natures of the marketing communication that influence attitude formatting and changing引例：可口可樂百年來最大的失誤 （案例4-1）2022/7/18Ma Guo, CEBA, Teaching Notes of Consumer Behavior3Ma Guo, CEBA, Teaching Notes of Consumer Behavior42022/7/184.1.1態(tài)度的概念、特點和功能 the functions and nature

3、s of Attitudes1）態(tài)度的定義: Definition of attitude態(tài)度是指個體向某一對象所持有的評價與行為傾向。Attitude refers an evaluation and intended action toward an object of which an individual held. 態(tài)度通常以語言、動作和行為行使表達出來，因而，通過對意見、行為的了解、觀察，可以推斷人們對某一事物的態(tài)度。4.1消費者的態(tài)度Consumer AttitudesMa Guo, CEBA, Teaching Notes of Consumer Behavior52022/7

4、/182）態(tài)度的特點：Natures of attitudes對象性O(shè)bjectivity習(xí)得性Learned內(nèi)隱性Inner hiding穩(wěn)定性和可變性Stability and changeabilityMa Guo, CEBA, Teaching Notes of Consumer Behavior62022/7/183）態(tài)度的功能Functions of attitudes知識功能Knowledge function價值表達功能Expression of value function自我防御功能Self-defended function效用功能Effect function4.1.2

5、消費者態(tài)度的構(gòu)成Structures of consumer attitudes1）態(tài)度的成分the components of attitudes認(rèn)知成分Perceptive component情感成分Emotional component行為成分Behavior component態(tài)度的三種成分之間一般是協(xié)調(diào)一致的。但發(fā)生沖突時，情感成分起主要作用。Ma Guo, CEBA, Teaching Notes of Consumer Behavior72022/7/18Ma Guo, CEBA, Teaching Notes of Consumer Behavior82022/7/182）消費

6、者態(tài)度的層次The hierarchies of consumer attitudes高度介入層級High- involvement hierarchy認(rèn)知（想法）情感（感覺）行為（購買）圖4-1高度參與層次基于認(rèn)知信息加工的態(tài)度Ma Guo, CEBA, Teaching Notes of Consumer Behavior92022/7/18低度介入層級Low- involvement hierarchy情感（感覺）行為（購買）認(rèn)知（想法）圖4-2 低參與層次基于行為學(xué)習(xí)過程的態(tài)度Ma Guo, CEBA, Teaching Notes of Consumer Behavior102022

7、/7/18經(jīng)驗層級Experience-learning hierarchy行為（購買）認(rèn)知（想法） 情感（感覺）圖4-3 經(jīng)驗學(xué)習(xí)層次基于享樂主義消費的態(tài)度Behavior learning hierarchy 行為學(xué)習(xí)層次圖4-4 行為學(xué)習(xí)層次的態(tài)度Ma Guo, CEBA, Teaching Notes of Consumer Behavior112022/7/18 行為（購買）認(rèn)知（想法）情感（感覺）態(tài)度成分的一致性態(tài)度的三種成分之間一般是協(xié)調(diào)一致的。 態(tài)度成分也可能存在不一致的現(xiàn)象。研究發(fā)現(xiàn)， 當(dāng)態(tài)度的三種成分出現(xiàn)沖突時， 感情成分其主要作用。 Ma Guo, CEBA, Teach

8、ing Notes of Consumer Behavior122022/7/18Ma Guo, CEBA, Teaching Notes of Consumer Behavior132022/7/184.1.3態(tài)度與行為的關(guān)系The relationships between attitudes and behaviors1）態(tài)度與行為attitudes and behaviors態(tài)度是行為的指導(dǎo)和動力系統(tǒng)，對消費者的行為有很直接的、重要的影響。Attitude is the directing and driving system of behavior. 受到一些因素的的影響，消費者的態(tài)

9、度和實際行為之間會出現(xiàn)差異。影響消費者態(tài)度和實際行為差異的因素：Influence factors消費者的需要和動機Consumer needs and motives消費者的購買能力Consumer buying power消費者品牌信念和情感以及新信息Consumer brand beliefs and emotions and new information缺乏直接產(chǎn)品經(jīng)驗Lack of directly product experience變化的市場條件Changeable market situations消費者對未來的預(yù)期Expectation of consumer to fut

10、ureMa Guo, CEBA, Teaching Notes of Consumer Behavior142022/7/18Ma Guo, CEBA, Teaching Notes of Consumer Behavior152022/7/182）消費者偏好consumer preference消費偏好是指人們趨向于購買某類商品或到某類商場購物心理傾向。Consumer preference refers consumers psychological trends to buy certain products or choose certain places to shopping。影響

11、消費者偏好的因素：The influence factors on consumer preference態(tài)度的強度The intensity of attitude態(tài)度的復(fù)雜性The complexity of attitudeMa Guo, CEBA, Teaching Notes of Consumer Behavior162022/7/184.2消費者態(tài)度的形成與改變Consumer attitude forming and changing4.2.1態(tài)度的形成與改變的理論The theories1）凱爾曼階段論H.C Kelman s stage theory服從階段-順從Obedi

12、ence stage同化階段-自愿Assimilation stage內(nèi)化階段-根深蒂固Internalized stage2）一致性原則 Principle of cognitive consistency所謂認(rèn)知一致性原則，是指注重認(rèn)知、情感和行為之間的和諧的消費者容易被激發(fā)去保持這些元素的一致性。The consumers who emphasized the consistence between perception, emotion and behaviors are easy to be evoked to keep consistent between these elemen

13、ts. Ma Guo, CEBA, Teaching Notes of Consumer Behavior172022/7/18態(tài)度一致性原則提示我們，態(tài)度不是在真空狀態(tài)下產(chǎn)生的。Attitude does not emerge in vacuum. 對態(tài)度對象評價的一種重要方法，就是看它是否符合消費者已經(jīng)持有的其他相關(guān)態(tài)度。One of the important evaluation method is to see whether it is match with consumers other existing relative attitudes. 。Ma Guo, CEBA, Te

14、aching Notes of Consumer Behavior182022/7/18小案例：營銷誤區(qū)在對一項令人討厭的廣告研究中，研究人員調(diào)查了在黃金時段播放的令消費者反感的電視廣告。最令消費者反感的廣告有女性保健產(chǎn)品、痔瘡藥品或瀉藥和女性內(nèi)衣的廣告。研究這找出了令消費者討厭的因素：敏感產(chǎn)品的展示（如痔瘡藥）以及對其包裝盒使用方法的強調(diào)。Ma Guo, CEBA, Teaching Notes of Consumer Behavior192022/7/18過于做作或夸張的場景。廣告中的人物不修邊幅，沒文化和幼稚可笑。危及到像婚姻這樣重要關(guān)系的廣告。有對身體不舒服的圖解說明。用充滿敵意或爭吵

15、的角色織造令人不安的緊張。描述了一個既無魅力又不值得同情的角色。含有性暗示的場面。廣告本身質(zhì)量差。Ma Guo, CEBA, Teaching Notes of Consumer Behavior202022/7/183）平衡理論 balance theory 認(rèn)知平衡理論探討人們感知到并認(rèn)為相關(guān)聯(lián)的各種因素之間的關(guān)系。 Balance Theory considers relations among elements a person might perceive as belonging together. Ma Guo, CEBA, Teaching Notes of Consumer

16、Behavior212022/7/18包括三個因素間的關(guān)系：一個人對某態(tài)度對象的感受和看法；該態(tài)度對象本身；其他的人或?qū)ο蟆his 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

17、attitude objectMa Guo, CEBA, Teaching Notes of Consumer Behavior222022/7/18Balance theory specifies that people desired relations among elements in a triad to be harmonious, or balanced. If they are not, a state of tension will result until somehow perceptions are changed and balance is restored. 該理

18、論認(rèn)為：人們渴望三個因素之間的關(guān)系是和諧或者平衡的。否則，會感到緊張，直到人們看法的改變并且達到新的平衡。Ma Guo, CEBA, Teaching Notes of Consumer Behavior232022/7/18三角關(guān)系中的平衡狀態(tài)Ma Guo, CEBA, Teaching Notes of Consumer Behavior242022/7/18PXOPOXPOX+-a. 平衡狀態(tài) b. 平衡狀態(tài) c. 平衡狀態(tài) P： 產(chǎn)品代言人； O：認(rèn)知主體 （觀察者）； X：其他對象（如品牌）平衡理論在營銷中的應(yīng)用Marketing Application of Balance The

19、ory 平衡理論提示我們，當(dāng)各種感覺和看法平衡時，態(tài)度是最穩(wěn)定的。當(dāng)不一致出現(xiàn)時，就會出現(xiàn)緊張，此時更有可能觀察到態(tài)度的變化。Balance theory reminds us that when perceptions are balanced, attitudes are likely to be stable. On the other hand, when inconsistencies are observed, we are more likely to observe changes in attitudes. Ma Guo, CEBA, Teaching Notes of Co

20、nsumer Behavior252022/7/18Balance theory also helps explain why consumers like to be associated with positive valued objects. 平衡理論有助于解釋為什么消費者喜歡與那些能得到積極評價的事物相聯(lián)系 （正向聯(lián)系）。Finally, balance theory is useful in accounting for the widespread use of celebrities to endorse products. 平衡理論有助于解釋那些廣泛采用名人代言的行為。Ma

21、Guo, CEBA, Teaching Notes of Consumer Behavior262022/7/18Ma Guo, CEBA, Teaching Notes of Consumer Behavior272022/7/18該模型認(rèn)為消費者對態(tài)度對象的態(tài)度取決于他（她）對該對象的多個屬性的評價。This model assumes that a consumers attitude ( evaluation) toward an attitude object will depends the beliefs he or she has about several or many a

22、ttributes of the object. 4）多屬性態(tài)度模型Multi-attribute Attitude Models多屬性模型的原理：通過對特定屬性的信念（看法）的綜合，推導(dǎo)出一個測量消費者總體態(tài)度的方法，以此來預(yù)測消費者對某種產(chǎn)品或品牌的態(tài)度。The principle of multi-attribute model:The use of a mult-attribute model implies that identifying these specific beliefs and combining them to derive a measure of the con

23、sumers overall attitude can predict an attitude toward a product or brand. Ma Guo, CEBA, Teaching Notes of Consumer Behavior282022/7/18例如，基于多屬性態(tài)度模型評價一所大學(xué)，可能會考慮的因素：三因素評價：屬性（attribute) 是態(tài)度對象的特性。許多相關(guān)模型假設(shè)相關(guān)的特性可以確定。本例中，學(xué)術(shù)聲譽是大學(xué)的一個屬性。信念（beliefs )是對特定態(tài)度（通常與態(tài)度對象其他相關(guān)的屬性相聯(lián)系）的認(rèn)知。信念測量是評價消費者對一個品牌擁有某個特定屬性的感知程度。本例中

24、， 某學(xué)生可能具有“認(rèn)為北京大學(xué)在我國高校中具有很高的學(xué)術(shù)地位”。重要性權(quán)重（importance weights) 反映了某個屬性對消費者來說的相對優(yōu)先權(quán)。例如，某個學(xué)生強調(diào)大學(xué)的專業(yè)設(shè)置，而另一學(xué)生，強調(diào)大學(xué)的研究機會。Ma Guo, CEBA, Teaching Notes of Consumer Behavior292022/7/18Ma Guo, CEBA, Teaching Notes of Consumer Behavior302022/7/18費舍賓多屬性態(tài)度模型 Fishbeins Multi-attributes Attitude Model確定三種預(yù)測態(tài)度的要素：Iden

25、tifies three major factors that are predictive of attitudes:顯著信念 Salient Beliefs （n) (people have an Ao, i.e. those beliefs about the object that are considered during evaluation).信念強度 Strength of the Belief (bi) ( Object-attribute linkages, the probability that a particular object has an important

26、attribute)評價 Evaluation (ei) (of each of the important attributes. Ma Guo, CEBA, Teaching Notes of Consumer Behavior312022/7/18其中：i= 屬性A0為對對象的態(tài)度Bi 為對屬性i 的信念強度ei 對屬性i 的評價 n = 信念的數(shù)量Ma Guo, CEBA, Teaching Notes of Consumer Behavior322022/7/18Fishbein多屬性模型說明了人們在整合過程中結(jié)合產(chǎn)品的顯著屬性的評價和信念的強度，從而形成對該產(chǎn)品的整體態(tài)度。Fish

27、bein多屬性模型應(yīng)用舉例：例1. 學(xué)生對學(xué)校的選擇bi: 1= 該項目具備某屬性的最低可能性； 9=最高的可能性ei: -3 = 對屬性的負(fù)面評價；+3=對屬性的正面評價。Ma Guo, CEBA, Teaching Notes of Consumer Behavior332022/7/18Fishbein Multi-attribute Model: which college will be chosen byStudent Y?Ao = Sum (Bi x Ei)AttributeIvy State U Local U Ei Bi Bi BiHigh Price -2 9 -18 2

28、-4 5 -10Good Job 3 8 24 6 18 3 9Easy entry -1 1 -1 4 -4 8 -8Learn a lot 2 9 18 7 14 4 8 23 24 -1University/College Ma Guo, CEBA, Teaching Notes of Consumer Behavior342022/7/18例2：設(shè)想該模型用于理解消費者對3種品牌的跑鞋的偏好：第1步：找出目標(biāo)市場（顧客）認(rèn)同的產(chǎn)品的突出屬性：跑鞋是否具有在堅硬的地面上奔跑時的吸震屬性；價格是否低于$50；跑鞋的耐久性；穿上的舒適度；是否有希望的顏色；是否有支持足弓的屬性。Ma Guo,

29、 CEBA, Teaching Notes of Consumer Behavior352022/7/18第2步：測量bi 和ei。 Ei代表對某個屬性的評價，通常采用7級量表（李克特量表）來測量。其評價范圍可由“非常好”到“非常差“構(gòu)成。例如：Buying running shoes priced under $50 isVery good : : : : : : : very bad +3 +2 +1 0 1 2 3 Ma Guo, CEBA, Teaching Notes of Consumer Behavior362022/7/18Bi 代表消費者對某一特定品牌跑鞋所擁有某個屬性的相信

30、程度。通常用7分度量表進行測量。 The bi component represents how strongly consumers believe that a particular brand of running shoes possesses a given attribute. Usually they are measured on a 7-point scale perceived likelihood ranging from “very likely” to very unlikely”. 舉例:你認(rèn)為跑鞋的價格有多大可能低于50美元？How likely is it th

31、at brand A running shoes are priced under $50 ? Very likely : : : : : : : very unlikely +3 +2 +1 0 1 2 3 Ma Guo, CEBA, Teaching Notes of Consumer Behavior372022/7/18Hypothetical Result for Fishbein s Multi-attribute Model AttributeEvaluation (ei)Beliefs (bi)Brand ABrand BBrand CShock absorbent+2+2+1

32、-1Price under $50-1-3-1+3Durability+3+3+1-1Comfort+3+2+3+1Desired color+1+1+3+3Arch support+2+3+1-2Total bi ei score =+23+19-6多屬性模型的戰(zhàn)略應(yīng)用Strategic Application of the Multi-attribute Model利用相對優(yōu)勢Capitalize on relative advantage增強對產(chǎn)品/屬性的認(rèn)知。Strengthen perceived product/ attribute linkages. 增加新的屬性。Add a n

33、ew attribute. 降低競爭者的排名。Influence competitors ratings.Ma Guo, CEBA, Teaching Notes of Consumer Behavior382022/7/18Ma Guo, CEBA, Teaching Notes of Consumer Behavior392022/7/184.4.2 態(tài)度的測量Measurement attitudes通過測量消費者對整體品牌的喜好或情感，可以相當(dāng)準(zhǔn)確地預(yù)測消費者對這一品牌購買和使用的情況。以下是實例:By measuring a consumers overall likeness an

34、d feelings toward a brand/product, we can quite precisely predict a consumers buying and using situations of a product. ：Ma Guo, CEBA, Teaching Notes of Consumer Behavior402022/7/181）對認(rèn)知成分的測量：用語義差別量表測量對具體屬性的信念。Measurement of perceptive component of attitude: using semantic measuring scale to measure

35、 perceptive component of attitude. Ma Guo, CEBA, Teaching Notes of Consumer Behavior412022/7/18例如：測量對“健怡可樂”的認(rèn)知口味強烈 口味溫和價格低 價格高無咖啡因 咖啡因含量高口味獨特 無獨特口味Ma Guo, CEBA, Teaching Notes of Consumer Behavior422022/7/182）情感成分：用李克特 (Likert) 量表測量對具體屬性的感覺。我喜歡“健怡可樂”的口味 很同意 同意 既不同意也不反對 不同意 很不同意 “健怡”可樂太貴了很同意 同意 既不同意也

36、不反對 不同意 很不同意咖啡因?qū)】挡焕芡?同意 既不同意也不反對 不同意 很不同意我喜歡“健怡”可樂很同意 同意 既不同意也不反對 不同意 很不同意Ma Guo, CEBA, Teaching Notes of Consumer Behavior432022/7/183）行為成分：測量行動的意向。最近一次我買的飲料是_。我通常喝_軟飲料。下一次你買飲料時，你買“健怡”可樂的可能性有多大？肯定會買可能會買或許會買,或許不買可能不會買肯定不會買Ma Guo, CEBA, Teaching Notes of Consumer Behavior442022/7/18測量信念 (認(rèn)知成分）Meas

37、uring belief通過焦點小組訪談（512名消費者的深度訪談）， 使用語義差別量表、投射技術(shù)和邏輯分析來發(fā)現(xiàn)。Through focus group interviewing, project tech, and logical analysis to discover. 投射技術(shù)（動機研究技術(shù)）包括：聯(lián)想技術(shù)、完形填空。Project tech ( motivation study tech) includes: associative tech, gestaltIn a summary of the methods for measuring the components of at

38、titudes Ma Guo, CEBA, Teaching Notes of Consumer Behavior452022/7/18測量感情：Emotion measuring運用李克特量表時，需要找出目標(biāo)市場關(guān)于品牌特點可能涉及的一系列屬性和特征。5級量表通常就足夠了。Using Likert scale. 測量反應(yīng)傾向Response trend measuring ：反應(yīng)傾向通常使用直接詢問方法來予以測量。Using question surveyMa Guo, CEBA, Teaching Notes of Consumer Behavior462022/7/184.3改變態(tài)度的策

39、略 The strategies of changing attitudes (小案例）4.3.1改變情感成分Changing the emotional component1）經(jīng)典性條件反射Classic conditioning2) 對廣告本身的情感Changing the emotions toward Ad self. 3)更多接觸 More contactMa Guo, CEBA, Teaching Notes of Consumer Behavior472022/7/184.3.2改變行為成分 Changing the behavior component行為能直接導(dǎo)致情感或認(rèn)知的

40、形成。（嘗試）Behaviors can directly format of emotion and perception. 在改變情感或認(rèn)知之前改變行為，主要是以操作性(工具性）條件反射理論為基礎(chǔ)。（優(yōu)惠、獎勵）。 Change emotion and perception before change behaviors. Such changing is based on operant conditioning theory. Ma Guo, CEBA, Teaching Notes of Consumer Behavior482022/7/184.3.3改變認(rèn)知成分Changing

41、perceptive component理論基礎(chǔ)是：影響認(rèn)知可以改變情感和行為，還可直接導(dǎo)致購買行為， 在導(dǎo)致對所購產(chǎn)品的喜愛。Theoretic bases: influencing perception can change emotions and behaviors, also can directly lead to buying behaviors. Ma Guo, CEBA, Teaching Notes of Consumer Behavior492022/7/184種改變消費者態(tài)度中認(rèn)知結(jié)構(gòu)的基本營銷策略：1）改變信念：“事實”Changing belief.2）改變權(quán)重：“

42、重要性”Changing weight3）增加新信念：“新屬性”Adding new believes4）改變理想點：“理想理念”Changing ideal points認(rèn)知分析在營銷的應(yīng)用：消費者對競爭銀行服務(wù)的認(rèn)知比較及其營銷意義Ma Guo, CEBA, Teaching Notes of Consumer Behavior502022/7/18A銀行顧客的態(tài)度方便的位置服務(wù)快捷利息高服務(wù)態(tài)度好位置不方便服務(wù)緩慢利息低服務(wù)態(tài)度不好 X Y OX Y OX Y OX Y OBank A -XBank B-OBank C -Y認(rèn)知分析在營銷的應(yīng)用：消費者對競爭銀行服務(wù)的認(rèn)知比較及其營銷意義

43、Ma Guo, CEBA, Teaching Notes of Consumer Behavior512022/7/18B銀行顧客的態(tài)度方便的位置服務(wù)快捷利息高服務(wù)態(tài)度好位置不方便服務(wù)緩慢利息低服務(wù)態(tài)度不好Bank A -XBank B-OBank C -YO X YO X YX O YX O YMa Guo, CEBA, Teaching Notes of Consumer Behavior522022/7/18精細加工可能性模型：一個說服決策模型The Elaboration Likelihood Model (ELM) l: a decision making approach to p

44、ersuasion4.4對消費者的說服PersuasionMa Guo, CEBA, Teaching Notes of Consumer Behavior532022/7/18ELM 該模型是理解說服過程的一種方法，它說明對信念、態(tài)度和行為改變的決策途徑。. . . is an approach to understanding the persuasion process which illustrates the decision-making path to belief, attitude, and behavior change. Central Peripheral Routes

45、 to PersuasionMa Guo, CEBA, Teaching Notes of Consumer Behavior542022/7/18a.中心路徑說服：適用于消費者處于高度介入的情況下的信息處理過程The central route to persuasion在產(chǎn)品和信息較高度關(guān)注層次進行；Moves through the high involvement hierarchy. T消費者注意力集中與產(chǎn)品相關(guān)的“中心”信息；he consumer attends more carefully to the message being received and compares t

46、o his/her own attitudinal position. Ma Guo, CEBA, Teaching Notes of Consumer Behavior552022/7/18可能對產(chǎn)品產(chǎn)生認(rèn)知反應(yīng)；Likely to generate a number of cognitive responses to the communication. 可用于建立產(chǎn)品信念、品牌態(tài)度、購買意識Can be used for establishing product belief, brand attitude and buying awareness. 從而達到行為形成和改變。Theref

47、ore, achieve at behavior format and changing.Ma Guo, CEBA, Teaching Notes of Consumer Behavior562022/7/18b.邊緣路徑說服：適用于當(dāng)消費者處于低介入情況下的信息處理過程The peripheral route to persuasion在消費者低介入狀態(tài)層次進行；Consumer moves through the low involvement hierarchy. 極少產(chǎn)生認(rèn)知反應(yīng)。Cognitive responses are much less likely to occur. Ma

48、 Guo, CEBA, Teaching Notes of Consumer Behavior572022/7/18消費者的注意力集中于非產(chǎn)品信息；Consumer attention concentrates on the non-product information. 用于建立非產(chǎn)品看法、對廣告的態(tài)度、品牌的態(tài)度、購買意圖；It can be used to establish non-product beliefs, the attitude on ads, attitude to brands and buying intent. 從而達到態(tài)度的改變。Then achieve to

49、change attitudes. Ma Guo, CEBA, Teaching Notes of Consumer Behavior582022/7/18顯露說服性溝通（廣告）對產(chǎn)品和信息較高關(guān)注對產(chǎn)品和信息較低的關(guān)注注意力集中于“周邊”非產(chǎn)品的信息理解 關(guān)于非產(chǎn)品的膚淺的思想不詳細說服非產(chǎn)品對廣告的態(tài)度品牌態(tài)度購買意圖態(tài)度改變注意力集中于“中心”與產(chǎn)品相關(guān)的信息理解對產(chǎn)品的態(tài)度和結(jié)果較深層次的考慮較詳細說服產(chǎn)品信念品牌態(tài)度購買意向行為改變圖4-1 ELM的兩路徑說服模型中心路徑邊緣路徑4.5影響態(tài)度形成和改變的營銷傳播特點The marketing communicative points

50、 that influence formation and changing of attitudes4.5.1信息源的特征the characteristics of sources信息源的可靠性Reliability of information sources名人信息源Ma Guo, CEBA, Teaching Notes of Consumer Behavior592022/7/18Ma Guo, CEBA, Teaching Notes of Consumer Behavior602022/7/18目標(biāo)受眾實際或理想的自我形象產(chǎn)品形象名人形象圖4-2 名人形象與產(chǎn)品和目標(biāo)受眾的匹配

51、Ma Guo, CEBA, Teaching Notes of Consumer Behavior612022/7/18名人代言的好處：The benefits of using famous person as image spokesman:creditability 吸引更多的注意，增加可信度；Attract more attention and increase滿足消費者希望與名人相提并論的愿望；Satisfy consumers willing of to be same as the famous people. Ma Guo, CEBA, Teaching Notes of Consumer Behavior622022/7/18名人與產(chǎn)品的某