ISSN 1671-3710
CN 11-4766/R
主办:中国科学院心理研究所
出版:科学出版社

心理科学进展 ›› 2010, Vol. 18 ›› Issue (6): 987-996.

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消费者态度的新认知:二元化的矛盾态度

黄敏学;冯小亮;谢亭亭   

  1. 武汉大学经济与管理学院, 武汉 430072
  • 收稿日期:2009-12-08 修回日期:1900-01-01 出版日期:2010-06-15 发布日期:2010-06-15
  • 通讯作者: 黄敏学

New Understanding of Consumer Attitude: Dualistic Attitudinal Ambivalence

HUANG Min-Xue;FENG Xiao-Liang;XIE Ting-Ting   

  1. Economics and Management school, Wuhan University, Wuhan 430072, China
  • Received:2009-12-08 Revised:1900-01-01 Online:2010-06-15 Published:2010-06-15
  • Contact: HUANG Min-Xue

摘要: 传统态度的研究认为态度是一元化的, 而矛盾性态度的研究则提出态度是二元化的, 即对于同一事物正面和负面的评价可以同时存在。态度矛盾是一个普遍现象。社会心理学主要对一般性矛盾态度进行了研究, 尚处于起步阶段。而消费者矛盾态度是营销学和社会心理学相交叉的一个新兴研究领域, 其与一般性矛盾态度的差别是, 后者相对稳定, 而消费者矛盾态度相对不稳定, 容易受到外部环境的影响, 并对消费者购买行为产生显著的影响。

关键词: 态度矛盾性, 消费者矛盾, 态度强度, 信息处理

Abstract: Consumer ambivalence is the simultaneous or sequential experience of conflicting emotional states to an attitudinal object, which is different from prior studies on bipolar attitude. Ambivalence is an ubiquitous phenomenon. However, interest in ambivalence as descriptive and explanatory construct, and empirical research on ambivalence are relatively rare in the domain of psychology and marketing. The differences between ambivalence of social psychology and consumer ambivalence occur in several aspects such as stability and changeability.

Key words: attitudinal ambivalence, consumer ambivalence, attitude strength, information processing