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Slide 5.1 Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3 rd edition © Pearson Education Limited 2006 Attitudes Στάσεις.

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Παρουσίαση με θέμα: "Slide 5.1 Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3 rd edition © Pearson Education Limited 2006 Attitudes Στάσεις."— Μεταγράφημα παρουσίασης:

1 Slide 5.1 Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3 rd edition © Pearson Education Limited 2006 Attitudes Στάσεις του Καταναλωτή

2 Slide 5.2 Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3 rd edition © Pearson Education Limited 2006 Περιεχόμενο Διάλεξης Τι είναι οι Στάσεις; Λειτουργίες που επιτελούν οι στάσεις ABC model Διαμόρφωση Στάσεων Πως μετράμε τις στάσεις

3 Slide 5.3 Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3 rd edition © Pearson Education Limited 2006 A predisposition to evaluate an object or product positively or negatively. Οι στάσεις έχουν διάρκεια στο χρόνο, η διαμόρφωση του εξαρτάται από περιστασιακούς παράγοντες (level of commitment) 3 διαστάσεις – γνωστική, συγκινησιακή, και στοιχείο δράσης Η προδιάθεση του ανθρώπου να αξιολογεί κάποιο, προϊόν, κατάσταση, γεγονός, θέμα κλπ. θετικά ή αρνητικά. Η προδιάθεση αυτή συνδέεται ή μπορεί να εκφράζεται με τη συμπεριφορά του ατόμου Τι είναι οι Στάσεις;

4 Slide 5.4 Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3 rd edition © Pearson Education Limited 2006 Πως οι περιστάσεις μπορεί να επηρεάζουν τις στάσεις; Coppertone Oil Free Sunscreen “It sounds like a good idea to use an oil free sunscreen when involved in summer sports activities.” Active sports in the sun Cannon Color Printers “Now that they have gone down in price so much, it’s time for me to buy a color printer.” Old PC printer ceases to work Hilton Resorts and Casinos “I worked hard; I earned a couple of days away to relax.” Exhausted, time or a weekend get-a-way Altoids Mints“I really need a strong mint after I drink a large cup of coffee.” Bad taste in one’s mouth PRODUCT/SERVICEATTITUDESITUATION

5 Slide 5.5 Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3 rd edition © Pearson Education Limited 2006 Πως οι περιστάσεις μπορεί να επηρεάζουν τις στάσεις (continued) ; Sports Illustrated for Kids “He loves sports; I should get a one- year subscription.” It’s my nephew’s birthday Omega Seamaster Professional “Now I have an opportunity to get the watch James Bond wears.” Old wristwatch is lost Claritin-D 24 Hour“I need something that really works. I’ve heard good things about Claritin.” Summer allergy PRODUCT/SERVICEATTITUDESITUATION Kraft Free Salad Dressing “I really should try using more fat-free products.” Going on a diet

6 Slide 5.6 Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3 rd edition © Pearson Education Limited 2006 Functional Theory of Attitudes Katz: attitudes exist because they serve some function UTILITARIAN FUNCTION: Relates to rewards and punishments VALUE-EXPRESSIVE FUNCTION: Expresses consumer’s values or self-concept EGO-DEFENSIVE FUNCTION: Protect ourselves from external threats or internal feelings KNOWLEDGE FUNCTION: Need for order, structure, or meaning

7 Slide 5.7 Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3 rd edition © Pearson Education Limited 2006 Λειτουργική (Utilitarian function) – αναπτύσσουμε στάσεις με βάση αν μας ικανοποιεί ένα προϊόν ή όχι. Συγκινησιακη (Εxpressive function) – αναπτύσσουμε στάσεις όταν ταυτιζόμαστε με κάποιο προϊόν. Προστασία του ατόμου (Ego defensive function) – για να προστατεύσουμε τον ευατό μας ή μειώσουμε τη γνωστική διαφωνία. Γνωστική (Knowledge function) – για να οργανώσουμε τις σκέψεις μας σε σχέση με κάποιο νέο προϊόν. Οι λειτουργίες που επιτελούν οι στάσεις

8 Slide 5.8 Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3 rd edition © Pearson Education Limited 2006 Affect – how a consumer feels about an attitude object. Behaviour – the consumer’s intention to do something with regard to an attitude object. Cognition – the beliefs a consumer has about an attitude object. The model emphasises the interrelationships between knowing, feeling, and doing. Ενώ όλες οι διαστάσεις των στάσεων είναι σημαντικές η σημασία/βαρύτητα που αποδίδουμε σε κάθε διάσταση μας βοηθα να καταλάβουμε το σχηματισμό των στάσεων The ABC model: Διαστάσεις των Στάσεων

9 Slide 5.9 Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3 rd edition © Pearson Education Limited 2006 Three hierarchies of effects Figure 5.1

10 Slide 5.10 Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3 rd edition © Pearson Education Limited 2006 Οι διαμόρφωση των στάσεων του καταναλωτή στηρίζεται: στην θεωρίας της γνωστικής συνέπειας (Cognitive Consistency) που υποστηρίζει ότι ο καταναλωτής θέλει να έχει αρμονία στις σκέψεις τα συναισθήματα και τη συμπεριφορά του. και στην Θεωρία της γνωστικής διαφωνίας (Cognitive dissonance) που υποστηρίζει ότι όταν η συμπεριφορά του και οι στάσεις δεν συμπίπτουν τότε πρέπει να αλλάξει κάτι από τα δυο. Διαμόρφωση στάσεων

11 Slide 5.11 Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3 rd edition © Pearson Education Limited 2006 Θεωρία Αυτοαντίληψης – assumes that consumers use observations of their own behaviour to determine what their attitudes are, in the same way as we know the attitudes of others by watching what they do. Social judgement theory – assumes that people assimilate new information about attitude objects in the light of what they already know or feel. The initial attitude acts as a frame of reference, and new information is categorised in terms of this standard. Άλλες Θεωρίες (1 of 2)

12 Slide 5.12 Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3 rd edition © Pearson Education Limited 2006 Θεωρία Ισορροπίας – considers relations among elements a consumer might perceive as belonging together. This perspective involves relations among three elements (the triad): a person and his/her perceptions. an attitude object. some other person or object. The theory specifies that consumers desire relations among elements in the triad to be harmonious or balanced. Other theories (2 of 2)

13 Slide 5.13 Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3 rd edition © Pearson Education Limited 2006 Figure 7.2 Restoring Balance in a Triad Alex wants to date Larry; Alex has positive sentiment toward Larry Larry wears earring; Larry has positive attitude toward earring Alex doesn’t like men who wear earrings; has negative sentiment toward earrings

14 Slide 5.14 Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3 rd edition © Pearson Education Limited 2006 Σοφία Γιώργος Τατουάζ Σοφία Γιώργος Τατουάζ -- + Σοφία ΓιώργοςΤατουάζ Σοφία Γιώργος Τατουάζ -+ ο Σοφία ΤατουάζΓιώργος

15 Slide 5.15 Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3 rd edition © Pearson Education Limited 2006 Attitude Commitment Degree of commitment is related to level of involvement with attitude object COMPLIANCE - ΣΥΜΟΡΦΩΣΗ Lowest level: consumer forms attitude because it gains rewards or avoids punishments IDENTIFICATION-ΤΑΥΤΙΣΗ Mid-level: attitudes formed in order to conform to another person or group INTERNALIZATION - ΕΣΩΤΕΡΙΚΕΥΣΗ Highest level: deep-seeded attitudes become part of consumer’s value system

16 Slide 5.16 Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3 rd edition © Pearson Education Limited 2006 Πως μετράμε τις στάσεις του καταναλωτή; Good Positive Pleasant Appealing [1] Bad Negative Unpleasant Unappealing [2][2] [3] [4] [5] [6] [7] Compared to other after shave products,Old Spice is: Αξιολόγηση του Προϊόντος

17 Slide 5.17 Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3 rd edition © Pearson Education Limited 2006 Πως μετράμε τις στάσεις του καταναλωτή ; My face felt relaxed My face felt handsome My face felt tight My face felt smooth My face felt supple My face felt clean My face felt refreshed My face felt revived My face felt pampered My face felt renewed [ ] For the past 10 days you have had a chance to try Old Spice After Shave. We would appreciate it if you would identify how your face felt after using the product during this 10-day trial period. For each of the words below, we would appreciate it if you would mark with an “X” in the box corresponding to how your face felt after using Old Spice during the past 10 days. [ ] VERY NOT AT ALL Συναισθήματα

18 Slide 5.18 Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3 rd edition © Pearson Education Limited 2006 Πως μετράμε τις στάσεις του καταναλωτή ; Πρόθεση Αγοράς Which of the following statements best describes the chance that you will buy Old Spice the next time you purchase an after shave product? ___I definitely will buy it. ___I probably will buy it. ___I am uncertain whether I will buy it. ___I probably will not buy it. ___I definitely will not buy it. How likely are you to buy Old Spice After Shave during the next three months? ___Very likely ___Likely ___Unlikely ___Very unlikely

19 Slide 5.19 Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3 rd edition © Pearson Education Limited 2006 Μοντέλο Fishbein Beliefs about a product Object Attributes Evaluation of each attribute Η στάση του καταναλωτή για κάποιο προϊόν A ijk = ΣB ijk I ik όπου i=attribute, j=brand, k=consumer και B= belief, I=importance weight given to an attribute

20 Slide 5.20 Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3 rd edition © Pearson Education Limited 2006 Στάση Καταναλωτή στη Διαφήμιση Exposure to an Ad Judgments about the Ad (Cognition) Beliefs about the Brand Attitude toward the Brand Attitude toward the Ad Feelings from the Ad (Affect)


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