| The traditional research of the attitude of brands usually focuses on the customer's explicit cognition process.It presumes that behavior is under control of consciousness and attitude works consciously. But there always exists a gap between the measureable explicit attitude and actual consumption of the customers which has puzzled consumer behavior researchers for a long time. As more researchers has paid attentions to the implicit social cognition, new chapter is established for attitude study,the customers'implicit attitude usually plays quite an important role in the process of the forming and changing of brand attitude.This article focuses on the implicit attitude and tries to explore the difference of the two kind of attitudes to predict (choosing) behaviors. By measuring the two attitudes between the mother and daughter with the Intergenerational Influence, the relation between the Implicit Attitude and Explicit Attiude was studied.We conduct an experiment with a design of 2(the kind of product)X2(attitude)X2(mother and daughter) and received the following results:(1) The implicit attitude could predict the choosing behavior, especially those emotional choosing behavior. The implicit and explicit attitude has different performance when predicting the choosing behavior of different products, The explicit attitude can predict rational behaviors well while the implicit attitude can predict emotional behaviors well.(2) The implicit attitude is better on forecasting foreign brand but not national ones. The reason is that the implicit attitude is lack of veracity when forecast needs sense consideration, especially when sense judgment lapses from emotion judgment, the implicit attitude will be unable to nicety forecast the behavior.(3) The intergenerational influence has different effect on the implicit attitude and the explicit attitude. This result supports the dual attitude model, that is, the implicit attitude and the explicit attitude are two different mental structure.
|
PDF Full Text Request