消费者态度对象的分离——从指向产品(品牌)到指向广告

The separation of consumers’ attitude object: from product (brand) to advertisement

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 to influence consumption behavior. One of the purposes of advertisement propagandizing by the salesmen is to cater to or change the attitude of the consumers so as to be beneficial to promote selling or establish brand loyalty. But in advertisement practice, it is possible that the consumers＇ attitude objects divert from product or brand to advertisement. This paper mainly analyzes the conditions on which attitude object separates and the relationship between two attitudes. Accordingly, it proposes that salesmen and advertisement agency should emphasize the phenomenon to reduce separation or strive for consumers＇ positive attitude to advertisement on condition of separation occurring.