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关于消费者矛盾态度研究的文献综述 被引量:3

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摘要 态度研究一般集中于心理学和社会学领域。传统的态度研究一般认为态度是一元化的,人们在"喜欢"和"不喜欢"之间选择。而新的研究指出,二元的矛盾态度更符合个体在日常情境中真实的心理状态。尤其是在消费情境中,消费者态度的矛盾性表现得尤为明显。态度直接影响个体行为,分析消费者的矛盾态度,能更好地预测其行为。
作者 蔡菲 聂元昆
出处 《中国市场》 2013年第45期17-19,共3页 China Market
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