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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,以利于产品的销售或树立品牌信誉。但在广告传播实践中,消费者的态度对象可能发生分离,即从指向产品(品牌)转移到指向广告。着重分析了态度对象发生分离的条件以及两种态度之间的关系,并在此基础上强调:营销者和广告商应重视这一现象,以减少分离的出现;或在分离已经产生的情况下,争取消费者对广告形成正向的态度。
Attitude is an important factor affecting consumer behavior, one of the purposes marketers advertising is to meet or change consumer attitudes, in order to facilitate the sale of products or establish brand reputation. However, in the practice of advertising dissemination, the attitudes of consumers may be separated from the target product (brand) to point to the advertisement. Emphatically analyzes the conditions of the separation of attitude objects and the relationship between the two attitudes, and on this basis emphasizes: marketers and advertisers should pay attention to this phenomenon to reduce the emergence of separation; or in the case of separation has occurred , For consumers to form a positive attitude toward advertising.