Summary
Summary Hoofstuk 6
- Course
- Industrial Psychology 224
- Institution
- Stellenbosch University (SUN)
Opsomming van hoofstuk 6 vir bedryfsielkunde 224
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Hoofstuk 6: Vorming en verandering van verbruikershouding1.1 Verstaan hoe verbruikers se houdings hul besluitneming beïnvloed
Houding
• Aangeleerde predisposisie om op `n konsekwent gunstige of ongunstige wyse
op te tree ten opsigte van `n gegewe voorwerp
Houding vorming
• Verbruikers leer houdings aan
• Bronne van gesindheidsvorming: ervaring, familie en vriende, media/internet
Rol van persoonlikheidsfaktore
• Behoefte aan kognisie
• Hoë behoefte aan kognisie- soek baie inligting
• Lae behoefte aan kognisie- hou van aantreklike beelde
• Innoverendheid- probeer gedurig nuwe produkte probeer
Rol van houdings
• Houdings stem ooreen met gedrag
• Hoe beïnvloed situasies houdings?
1.2 Verstaan die drie-komponent houdingsmodel
Die kognitiewe komponent
• Kennis en persepsie van produk uitgedruk deur oortuigings
• Feite
Die affektiewe komponent
• Emosies en gevoelens teenoor produk uitgedruk as houding
Die konatiewe komponent
• Hoe tree iemand op, kans dat gedrag geopenbaar word
Likert skaal
• Die gewildste vorm van houdingskaal
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