| 两种指向的消费者态度分析及平衡策略——指向产品(品牌)与指向广告本身 |
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| 引用本文： | 帅青红.两种指向的消费者态度分析及平衡策略——指向产品(品牌)与指向广告本身[J].西南民族学院学报(自然科学版),2007,33(2):414-417. |
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| 作者姓名： | 帅青红 |
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| 作者单位： | 西南财经大学经济信息工程学院 成都610074 |
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| 摘 要： | 态度是影响消费行为的重要因素,营销者进行广告宣传的目的之一就是迎合或改变消费者的态度,进而影响消费者行为,以利于产品的销售或树立品牌忠诚.随着市场成熟度的提高,以及消费者情感需求的增加,在广告传播实践中,消费者的态度对象可能发生偏离,从指向产品(品牌)偏向于或转移到指向广告本身.文章着重分析了态度对象发生偏离的条件以及两种态度之间的关系,并在此基础上提出:营销者和广告商应重视这一现象,在制作广告时,尽量减少或者避免偏离的出现,根据产品对应的市场成熟度,平衡两种态度的作用,以期达到更好的广告效果
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| 关 键 词： | 指向产品(品牌)的态度 指向广告的态度 偏离 平衡 |
| 文章编号： | 1003-2843（2007）02-0414-04 |
| 修稿时间： | 2007-01-29 |
Separation of consumers'attitude object——from product (brand) to advertisement |
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| SHUAI Qing-hong.Separation of consumers''attitude object——from product (brand) to advertisement[J].Journal of Southwest Nationalities College(Natural Science Edition),2007,33(2):414-417. |
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| Authors: | SHUAI Qing-hong |
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| Institution: | Southwest University of Finance and Economics, Chengdu 610074, P. R. C. |
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| Abstract: | Attitude is one of the key factors for consumer behavior. Objective of advertisement is to fulfill or change consumer attitude to influence consumer behavior. With the improvement of market maturity and increase of consumer emotional needs, consumers may pay more attention to advertising but ignore product itself. This article focuses on analysis of two consumer attitudes towards product and advertisement, and solutions for balance between them to achieve advertising effectiveness. |
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| Keywords: | attitude towards product or brand attitude towards advertisement itself biased attitude balance |
| 本文献已被 CNKI 维普 等数据库收录！ |
