1、1外文翻译原文CONSUMERATTITUDETOTHEFORMATIONANDCHANGEMATERIALSOURCECONSUMERBEHAVIORAUTHORLEONGSCHIFFMAN1CONSUMERATTITUDEONPURCHASINGBEHAVIOROFINFLUENCEGENERALLYSPEAKING,CONSUMERATTITUDEONPURCHASEBEHAVIOR,ANDTHEINFLUENCEOFTHEMAINREFLECTEDBYTHEFOLLOWINGTHREEASPECTSFIRST,CONSUMERSWILLINFLUENCETHEATTITUDEOFTHE
2、PRODUCT,THETRADEMARKJUDGMENTANDEVALUATIONSECONDLY,THEATTITUDETHATINFLUENCECONSUMERLEARNINGINTERESTANDLEARNINGEFFECTFINALLY,ATTITUDETHROUGHINFLUENCINGCONSUMERSPURCHASEINTENTION,AFFECTPURCHASEBEHAVIORFEIXITHISMFISHBEINANDAJIEGRACEIAJZENTHATCONSUMERSWHETHERTOHAVEANOBJECTTOSPECIFICACTIONS,NOTACCORDINGTO
3、HISVERSIONOFTHEOBJECTSATTITUDETOPREDICT,FORSPECIFICACTIONSBYTHEACTIONOFTHEPEOPLEISTHEINTENTIONOFTHEDECISIONTRYINGTOPREDICTCONSUMERBEHAVIOR,MUSTUNDERSTANDCONSUMERSINTENTIONS,ANDCONSUMERATTITUDEISONLYONEOFTHEFACTORSTODETERMINEITSINTENTION2PURCHASEBEHAVIORANDMANNERINCONSISTENTINFLUENCINGFACTORSFRONTHAS
4、POINTEDOUT,CONSUMERATTITUDEINGENERALTOBUYINTENTIONTHROUGHTHEMIDDLEVARIABLETOAFFECTCONSUMERSPURCHASINGBEHAVIOR,ATTITUDEANDBEHAVIORBETWEENINMANYCASESARENOTCONSISTENTCAUSEINCONSISTENTREASON,BESIDESFRONTHASMENTIONEDSUBJECTIVENORMS,ACCIDENTSBEYOND,THEREAREMANYOTHERFACTORSBELOWTOTHESEFACTORSMAKINGABRIEFDI
5、SCUSSIONPURCHASINGMOTIVATIONEVENIFCONSUMERSOFANENTERPRISEORAPRODUCTHOLDAPOSITIVEATTITUDEANDGOODWILL,BUTIFLACKOFPURCHASINGMOTIVATION,CONSUMERALSOWILLNOTNECESSARILYTAKEBUYACTIONFORINSTANCE,SOMECONSUMERSMAYONIBMPRODUCTIONCOMPUTERFRIENDLY,THINKIBMCOMPUTERQUALITYOUTSTANDING,BUTTHESECONSUMERSMAYNOTREALIZE
6、THATNEEDTOHAVEANIBMCOMPUTERS,CAUSEATTITUDEANDBEHAVIORBETWEENINCONSISTENCIESPURCHASINGPOWEROFAPRODUCTTHATCONSUMERSMAYSPECIALESTEEM,BUTDUETOTHEECONOMICCAPACITYCONSTRAINTS,CANONLYCHOOSESOMELOWPRICESIMILAROTHERBRANDSOFPRODUCTSALOTOFCONSUMERTO“MERCEDESBENZ“AUTOMOBILEHIGHLY,BUT2REALLYMAKEBUYINGDECISIONS,M
7、AYCHOOSEISOTHERBRANDSOFAUTOMOBILE,THEREASONISTHAT“MERCEDESBENZ“HIGHQUALITYALSOMEANTHATCONSUMERSNEEDTOPAYHIGHERPRICESSITUATIONALFACTORSSUCHASHOLIDAY,BYTHELACKOFTIME,SICKETC,ITCANLEADTOPURCHASEMANNERANDPURCHASINGBEHAVIOROFINCONSISTENCYWHENTIMEISBOUNTEOUS,CONSUMERSMAYBEACCORDINGTOOWNPREFERENCESANDATTIT
8、UDEOFCHOOSINGABRANDOFPRODUCT,BUTWHENTHETIMEWASVERYNERVOUS,FOREXAMPLEHAVETOCATCHAPLANE,WILLSOONLEAVEASPECIFICCITY,CONSUMERSACTUALCHOICEPRODUCTSWITHHISATTITUDEFORTHISPRODUCTDOESNTNECESSARILYHAVETOOMANYINTERNALRELATIONSMEASUREPROBLEMSBEHAVIORANDATTITUDEBETWEENINCONSISTENCIES,SOMETIMESMAYBEDUETOTHEEXIST
9、ENCEOFATTITUDEMEASURINGERRORSFOREXAMPLE,ONLYMEASURESTHECONSUMEROFACERTAINPRODUCTATTITUDE,WHILENOMEASUREMENTCONSUMERSOFSIMILARPRODUCTSOFOTHERCOMPETITIONOFATTITUDEONLYMEASUREMENTOFAFAMILYMEMBERATTITUDES,ANDWITHOUTMEASUREMENTSOTHERFAMILYMEMBERSOFATTITUDEORLEAVESTHESPECIFICSITUATIONALTERWITHOUTMEASURING
10、ATTITUDEINVOLVEDTHEOTHERASPECTS,ETCATTITUDEMEASURINGANDACTIONBETWEENTHEDELAY,THEMEASUREMENTANDACTIONATTITUDEBETWEENTOTALEXISTCERTAINTIMEINTERVALATTHISTIME,APPEARANCEOFNEWPRODUCTS,ANDCOMPETITIVEPRODUCTSINTHENEWPROMOTIONMETHODSADOPTED,ANDMANYOTHERFACTORS,ARELIKELYTOCAUSECONSUMERATTITUDECHANGES,THUSINF
11、LUENCEITSPURCHASEINTENTIONANDBEHAVIORTHELONGERTHETIMEINTERVAL,ATTITUDEANDACTIONSDEVIATIONBETWEENTHEORINCONSISTENCIESWILLBEBIGGER2CONSUMERSACHANGEOFATTITUDECONSUMERSACHANGEOFATTITUDEINCLUDESTWOMEANINGSONEISREFERSTOTHECHANGEOFATTITUDESTRENGTH,AMEANSATTITUDECHANGEOFDIRECTIONCONSUMERSACHANGEOFATTITUDE,G
12、ENERALISINACERTAININFORMATIONORADVICEUNDERTHEINFLUENCEOFHAPPEN,FROMTHEANGLEOFENTERPRISES,ANDISALWAYSACCOMPANIEDBYPUBLICITY,PERSUASIONANDPERSUASIONINTHATSENSE,ATTITUDECHANGEPROCESSISALSOPERSUADEORPERSUADEPROCESS1CHANGECONSUMERATTITUDEINPERSUADINGTHEMODEHOFMEISTERRANDCIHOVLANDANDJANISILJANISIN1959PUTF
13、ORWARDAPERSUASIVEMODELABOUTATTITUDECHANGEFIGURE95THISPATTERNALTHOUGHISABOUTTHEGENERALMODEOFATTITUDECHANGE,BUTITPOINTSOUTTHECAUSEATTITUDEWHETHERANDHOWTHEPROCESSOFCHANGEANDTHEMAJORFACTORS,TOUNDERSTANDANDANALYZECONSUMERATTITUDECHANGEHASIMPORTANTREFERENCEANDENLIGHTENMENT3HOFMEISTERRANDTHATANYATTITUDECHA
14、NGEINVOLVESONEORIGINALATTITUDEANDEXTERNALEXISTWITHTHEDIFFERENTVIEWSDUETOTHEDIFFERENCESBETWEENWHICHCANLEADTOINDIVIDUALINNERCONFLICTANDPSYCHOLOGICALNOTHARMONIOUSINORDERTORESTORETHEBALANCEOFPSYCHOLOGICAL,INDIVIDUALISEITHERACCEPTFOREIGNINFLUENCES,NAMELYTHECHANGEOFTHEIROWNATTITUDES,ORTAKEVARIOUSMEASUREST
15、ORESISTFOREIGNINFLUENCES,INORDERTOMAINTAINTHEORIGINALATTITUDETHISMODELWILLATTITUDECHANGEPROCESSISDIVIDEDINTOFOURINTERRELATEDPARTSTHEFIRSTPARTISTHEEXTERNALSTIMULATION,ITINCLUDESTHREEFACTORS,NAMELYTHEMESSAGEORSOURCE,DISSEMINATIONANDTHESITUATIONMESSAGEREFERSTOHOLDINGSOMEOPINIONSANDTRIESTOMAKEOTHERSACCE
16、PTSUCHVIEWSINDIVIDUALORORGANIZATIONIFTHEENTERPRISEINFORMATIONRELEASEDSOMEADVICEORADVERTISINGCOMPANY,TOPERSUADECONSUMERSTOACCEPTANEWPRODUCTSALESPEOPLE,ALLBELONGTOTHECATEGORYOFMESSAGEWHILECOMMUNICATIONREFERSTOINWHATWAYANDWHATTHECONTENTARRANGEFORAVIEWORTRANSFERTOTHEINFORMATIONRECEIVERVIEWSORGOALSTARGET
17、TARGETINFORMATIONCONTENTANDTRANSFERMODETOWHETHERREASONABLE,CANEFFECTIVELYMESSAGEACROSSGOALTARGETANDHASATTITUDECHANGEHASIMPORTANTINFLUENCEDETERMINANTSREFERSTOCOMMUNICATIONACTIVITYANDTHEINFORMATIONRECEIVERAREINCIDENTALTOINFLUENCETHESURROUNDINGENVIRONMENT,SUCHASTHEINFORMATIONRECEIVERWITHPERSUADINGWHETH
18、ERINFORMATIONPRIORTOUNDERSTANDSOMEWHAT,INFORMATIONTRANSMISSIONARETHEREOTHERINTERFERINGFACTORSANDSOONTHESECONDPARTISTHETARGETTARGET,NAMELYINFORMATIONRECEIVERORENTERPRISETRIEDTOPERSUADETHEOBJECTPERSUADETHEOBJECTTOTHEINFORMATIONOFRECEIVINGANDNOTPASSIVE,THEYFORTHEENTERPRISEORTHEINFORMATIONTRANSFERTHEPER
19、SUADINGSOMETIMESVERYRECEPTIVE,SOMETIMESTAKEBOYCOTTATTITUDE,THISDEPENDSONGREATLYPERSUADEOBJECTSUBJECTIVECONDITIONSFOREXAMPLE,IFSOMEONEONMANYOCCASIONSPUBLICLYEXPRESSEDDONTLIKEAPRODUCT,SO,WANTTOCHANGEHISATTITUDE,DIFFICULTYISBIGGER,BECAUSETHATWOULDMEANHETOOWNNEGATIONTHETHIRDPARTISTHEINTERMEDIARYPROCESS,
20、ITISTOPOINTTOPERSUADEOBJECTSINEXTERNALPERSUASIONANDINTERNALFACTORSUNDERTHEMUTUALACTIONOFATTITUDECHANGEPSYCHOLOGICALMECHANISM,SPECIFICINCLUDEINFORMATIONLEARNING,EMOTIONALMIGRATION,MUTUALMECHANISM,RETORT,ETCSOMEWHERE,FORTHESEINTERMEDIARYPROCESS,THISBOOKISNOTUNDERLYINGINTRODUCEDCONCRETELY,INTERESTEDREA
21、DERSCANREFERTOTHESOCIALPSYCHOLOGYBOOKS4THEFOURTHPARTISTOPERSUADERESULTSTOPERSUADETHERESULTSOFTWOTHINGSONEISTOCHANGETHEATTITUDE,ACCEPTINFORMATIONMESSAGEOFPERSUASION,ONEISTOPERSUADERESISTED,MAINTAININGTHEORIGINALATTITUDEFROMTHEPERSPECTIVEOFPERSUASIONSQUARE,THEAFORESAIDFIRSTRESULTCERTAINLYISMOSTIDEALBU
22、TINMANYCASES,PERSUASIONMAYNOTACHIEVEIDEALGOAL,BUTAPPEARTHEFOREGOINGTHE2NDKINDOFCIRCUMSTANCEINTHISCASE,THEINFORMATIONRECEIVERORTARGETTARGETMAYADOPTVARIOUSWAYSTOEXTERNALINFLUENCERESISTED,INORDERTOMAINTAINTHEIROWNATTITUDECOMMONMETHODSAREPUTDOWNSOURCE,SUCHASTHINKINFORMATIONSENDERSENTITIESSELFINTERESTAND
23、BIAS,ITSCREDIBILITYISVERYLOW,INORDERTOREDUCEPERSUADEINFORMATIONVALUEDISTORTINFORMATION,SUCHASTOTRANSMITINFORMATIONOUTOFCONTEXT,ORINTENTIONALLYEXAGGERATEACERTAINPOINTSOTHATITBECOMESABSURDWITHOUTCREDIBLECOVERREFUSED,IE,ADOPTINGFLATLYREJECTEDORBEAUTIFYYOURSELFAGAINSTTHETRUEATTITUDESOFPERSUASIONANDINFLU
24、ENCEOFEXTERNALMETHODFOREXAMPLE,FACINGTHEPUBLICOPINIONOF“PIGOUT“,“THEOFFICIALCONSUMPTION“ACCUSED,INDIVIDUALSTATEOWNEDENTERPRISESWITH“WORKREQUIRESLEADERCANNOW,“BYPREVARICATEREFUSETOCHANGETHEIRATTITUDE2PROPAGATIONCHARACTERISTICSANDCONSUMERATTITUDECHANGESTRICTLYSPEAKING,PROPAGATIONCHARACTERISTICSSHOULDA
25、LSOINCLUDECONVEYTHOSEFEATURESABOUTCOMMUNICATINGWITHTHECHANGEOFTHERELATIONSHIPBETWEENCONSUMERATTITUDEINFRONTHASDISCUSSEDBELOW,MAINLYDEALSWITHOTHERPROPAGATIONCHARACTERISTICSOFCONSUMERATTITUDECHANGETHESOCALLED“OTHERPROPAGATIONCHARACTERISTICSOF“,MAINLYINCLUDINGCONVEYTHEINFORMATIONANDCONSUMERATTITUDEFROM
26、ORIGINALATTITUDEOFDIFFERENCE,FEARAROUSAL,ONESIDEANDSIDESDISCUSSED1CONVEYTHEINFORMATIONANDCONSUMERATTITUDEFROMORIGINALATTITUDEOFTHEDIFFERENCESGENERALLYSPEAKING,TRANSFERINFORMATIONMAINTENANCEVIEWSANDTHEDIFFERENCEBETWEENTHEORIGINALCONSUMERSATTITUDE,THEGREATERTHEINFORMATIONTRANSFERCAUSEDBYNOTHARMONIOUSM
27、OVEWILLMORESTRONG,CONSUMERSATTHECHANGEOFATTITUDEOFPRESSUREISBIGGERHOWEVER,INLARGEDIFFERENCEANDLARGERPRESSURE,CANCAUSEBIGGERATTITUDECHANGEDEPENDSONTWOFACTORSOFINTERACTIONSONEFACTORISSAIDBEFOREDIFFERENCEORGAP,ANOTHERFACTORISTHESOURCECREDIBILITYGAPISTOOBIG,NOTNECESSARILYTAKEINFORMATIONRECEIVERCHANGEATT
28、ITUDESTOREMOVETHECOORDINATIONOFPRESSURE,ANDPROBABLYINDOUBTTHECREDIBILITYOFTHESOURCEORTOTEASESOURCESFORNOTHARMONIOUSSENSEOFRELIEFMANYSTUDYFOUNDTHATSECONDARYDIFFERENCESCAUSEATTITUDECHANGELARGEQUANTITY,YIDUOVERMEDIUMDIFFERENCESANYFURTHERINCREASES,AFTERATTITUDECHANGEWILLMOREANDMOREDIFFICULT52FEARAROUSAL
29、FEARISOFTENEVOKESADVERTISINGUSINGAPERSUADEMEANSDANDRUFFTHEANNOYANCE,TOOTHDECAYBRINGSTHESERIOUSCONSEQUENCES,BERIBERIPATIENTSUNEASINESSEXPRESSION,ALLWITHOUTEXCEPTIONISUSELESSFEARAPPEALTOPERSUADECONSUMERSINTHEPASTTHIRTYYEARS,FORFEAROFAPPEALINGTOTHEEFFECTIVENESSOFVIEWS,EXPERIENCEDCONSIDERABLECHANGESEARL
30、YONEABOUTFEARAROUSETHESTUDYATTEMPTSTOPERSUADECONSUMERSUSEOFFEARAPPEALMOREFREQUENTBRUSHINGTEETHSTUDY,AGROUPOFSENIORHIGHSCHOOLSTUDENTSSEEGUMULCERSCARYPARTSANDWASINFORMEDGUMINFECTIONCOULDLEADTOHEART,KIDNEYSANDSOONMANYKINDSOFORGANDAMAGETHESERIOUSCONSEQUENCES,THERESTSOMEGROUPSUBJECTSTHENSEEISSOMENOTSOFRI
31、GHTENINGORNOFEARSCENESTHERESULTSSHOWTHATHIGHFEARGROUPSUBJECTSMORERARECHANGESINBEHAVIORTHERESULTSSHOWEDTHATMANYSCHOLARSAPPEALTHATFEARNOTHINGINEFFECTINPERSUADINGTHECONCLUSIONHOWEVER,INRECENTYEARS,FEARAPPEALINCHANGINGCONSUMERATTITUDESINCREASINGLYBEINGREGARDEDASEFFECTIVELIFEINSURANCECOMPANIES,ANTITHEFTA
32、PPLIANCESMANUFACTURERS,CARMAKERSINCREASINGUSEFEARAPPEALTOTHEIRPRODUCTSAROUSEDCONSUMERINTERESTASMANYRESEARCHERSNOTED,IFTHEABOVEASPECTSGIVEENOUGHATTENTION,HIGHFEARINFORMATIONMORESTATEMENTSORFACTUALINFORMATIONWILLPRODUCEBETTERPERSUADEEFFECTTHUS,THEKEYREASONISFEARAPPEALMOREEASILYSTIMULATEEMOTIONALREACTI
33、ON,WHICHMAYMAKECONSUMERSMORECENTRALIZEDENERGYTODEALWITHPROBLEMSANDONTHISBASISTOLEARNHOWTORESPONDTOTHETHREAT译文标题消费者态度的形成与改变资料来源消费者行为学作者利昂G希夫曼(1)消费者态度对购买行为的影响一般而言,消费者态度对购买行为的影响,主要通过以下三个方面体现出来首先,消费者态度将影响其对产品、商标的判断与评价。其次,态度影响消费者的学习兴趣与学习效果。最后,态度通过影响消费者购买意向,进而影响购买行为。费希本(MFISHBEIN)和阿杰恩(IAJZEN)认为,消费者是否对某一对象
34、采取特定的行动,不能根据他对这一对象的态度来预测,因为特定的6行动是由采取行动的人的意图所决定的。要预测消费者行为,必须了解消费者的意图,而消费者态度只不过是决定其意图的因素之一。(2)购买行为与态度不一致的影响因素前面业已指出,消费者态度一般要透过购买意向这一中间变量来影响消费者购买行为,态度与行为之间在很多情况下并不一致。造成不一致的原因,除了前面已经提及的主观规范、意外事件以外,还有很多其他的因素。下面择要对这些影响因素作一简单讨论。购买动机即使消费者对某一企业或某一产品持有积极态度和好感,但如果缺乏购买动机,消费者也不一定会采取购买行动。比如,一些消费者可能对IBM生产的计算机怀有好感
35、,认为IBM计算机品质超群,但这些消费者可能并没有意识到需要拥有一台IBM计算机,由此造成态度与行为之间的不一致。购买能力消费者可能对某种产品特别推崇,但由于经济能力的限制,只能选择价格低一些的同类其他牌号的产品。很多消费者对“奔驰”汽车评价很高,但真正作购买决定时,可能选择的是其他牌号的汽车,原因就在于“奔驰”的高品质同时也意味着消费者需支付更高的价格。情境因素如节假日、时间的缺乏、生病等等,都可能导致购买态度与购买行为的不一致。当时间比较宽裕时,消费者可以按照自己的偏好和态度选择某种牌号的产品;但当时间非常紧张,比如要赶飞机,要很快离开某个城市时,消费者实际选择的产品与他对该产品的态度就不
36、一定有太多的内在联系。测度上的问题行为与态度之间的不一致,有时可能是由于对态度的测量存在偏误。比如,只测量了消费者对某种产品的态度,而没有测量消费者对同类其他竞争品的态度;只测量了家庭中某一成员的态度,而没有测量家庭其他成员的态度;或者离开了具体情境进行测度,而没有测量态度所涉及的其他方面,等等。态度测量与行动之间的延滞态度测量与行动之间总存在一定的时间间隔。在此时间内,新产品的出现,竞争品的新的促销手段的采用,以及很多其他的因素,都可能引起消费者态度的变化,进而影响其购买意向与行为。时间间隔越长,态度与行动之间的偏差或不一致就会越大2消费者态度的改变消费者态度的改变包括两层含义一是指态度强度
37、的改变,一是指态度方向的改变。消费者态度的改变,一般是在某一信息或意见的影响下发生的,从企业角度,又总是伴随着宣传、说服和劝导。从这一意义上,态度改变的过程也就是劝说或说服的过程。1)改变消费者态度的说服模式7霍夫兰德(CIHOVLAND)和詹尼斯(ILJANIS)于1959年提出了一个关于态度改变的说服模式(图95)。这一模式虽然是关于态度改变的一般模式,但它指出了引起态度是否和如何改变的过程及其主要影响因素,对理解和分析消费者态度改变具有重要的借鉴与启发意义。霍夫兰德认为,任何态度的改变都涉及到一个人原有的态度和外部存在着与此不同的看法。由于两者存在差异,由此会导致个体内心冲突和心理上的不
38、协调。为了恢复心理上的平衡,个体要么是接受外来影响,即改变自己原有的态度,要么采取各种办法抵制外来影响,以维持原有态度。这种模式将态度改变的过程分为四个相互联系的部分。第一个部分是外部刺激,它包括三个要素,即传递者或信息源、传播与情境。传递者是指持有某种见解并力图使别人接受这种见解的个人或组织。如发布某种劝导信息的企业或广告公司,劝说消费者接受某种新产品的推销人员,都属于传递者的范畴。传播则是指以何种方式和什么样的内容安排把一种观点或见解传递给信息的接收者或目标靶(TARGET)。信息内容和传递方式是否合理,对能否有效地将信息传达给目标靶并使之发生态度改变具有十分重要的影响。情境因素是指对传播
39、活动和信息接收者有附带影响的周围环境,如信息接收者对劝说信息是否预先有所了解,信息传递时是否有其他干扰因素等等。第二个部分是目标靶,即信息接收者或企业试图说服的对象。说服对象对信息的接收并不是被动的,他们对于企业或信息传递者的说服有时很容易接受,有时则采取抵制态度,这在很大程度上取决于说服对象的主观条件。比如,如果某人在多种场合公开表示过不喜欢某种产品,那么,要改变他的这一态度,难度就比较大,因为那样将意味着他对自己的否定。第三个部分是中介过程,它是指说服对象在外部劝说和内部因素交互作用下态度发生变化的心理机制,具体包括信息学习、感情迁移、相互机制、反驳等方面。限于篇幅,对于这些中介过程,本书
40、不拟作具体介绍,有兴趣的读者可以参阅有关社会心理学的书籍。第四个部分是劝说结果。劝说结果不外乎两种一是改变原有态度,接受信息传递者的劝说;一是对劝说予以抵制,维持原有态度。从劝说方的角度看,前述第一种结果当然最为理想。但在很多情况下,劝说可能并未达到理想目标,而是出现前述第二种情况。在此情况下,信息接收者或目标靶可能采用各种方式对外部影响加以抵制,以维护自己原有态度。常见的方法有贬损信源,比如认为信息发送者存有私利和偏见,其信誉很低,以此降低劝说信息的价值;歪曲信息,如对传递的信息断章取义,或者故意夸大某一论点使其变得荒唐而不可信;掩盖拒绝,即采用断然拒绝或美化自己的真实态度的方法抵御外部劝8
41、说和影响。比如,面对舆论对“大吃大喝”、“公款消费”的指责,个别国企领导会以“工作需要”为搪塞现由,拒绝改变其态度。2)传播特征与消费者态度改变严格地讲,传播特征也应包括传达者的特征。关于传达者与消费者态度改变之关系在前面已作了讨论,下面主要论及其他传播特征对消费者态度变化的影响。所谓“其他传播特征”,主要包括传达者发出的态度信息与消费者原有态度的差异;恐惧的唤起;一面与两面性论述。(1)传达者发出的态度信息与消费者原有态度的差异。一般而言,传递信息所维护的观点和消费者原来态度之间的差异越大,信息传递所引起的不协调感会越强,消费者面临的改变态度的压力越大。然而,在较大的差异和较大的压力之下,能
42、否引起较大的态度改变则要看两个因素的相互作用一个因素是前面说的差异或差距,另一个因素是信息源的可信度。差距太大时,信息接收者不一定以改变态度来消除不协调的压力,而可能以怀疑信息源的可信度或贬低信息源来求得不协调感的缓解。多项研究发现,中等差异引起的态度变化量大;当差异度超过中等差异之后再进一步增大,态度改变则会越来越困难。(2)恐惧的唤起。恐惧唤起是广告宣传中常常运用的一种说服手段。头皮屑带来的烦恼、蛀牙所带来的严重后果、脚气患者的不安表情,无不是无用恐惧诉求来劝说消费者。在过去三十多年里,对于恐惧诉求的有效性的看法,经历了相当大的变化。早期一个关于恐惧唤起的研究试图运用恐惧诉求劝说消费者更频
43、繁地刷牙。研究中,一组高中学生目睹牙龈溃疡的可怕镜头,并被告知牙龈感染会导致心脏、肾脏等多种器官损坏的严重后果;其余一些组的被试则看到的是一些没有如此令人恐惧或根本没有恐惧感的场面。结果显示,高恐惧组的被试更少有行为的改变。此一结果使不少学者得出恐惧诉求在劝说中没有什么效果的结论。然而,近些年来,恐惧诉求在改变消费者态度方面越来越多地被视为是有效的。人寿保险公司、防盗器具生产商、汽车制造商日益增多地运用恐惧诉求唤起消费者对其产品的兴趣。正如很多研究人员所指出的,如果对上述各方面给予充分重视,高恐惧信息较陈述或事实性信息将产生更好的劝说效果。之所如此,关键性原因是恐惧诉求更易于激发情绪性反应,由此会使消费者更多地集中精力应付问题和在此基础上学会如何对威胁作出反应。浙江万里学院商学院外文文献原文9
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