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基于内隐观的消费者态度理论述评与展望 被引量:1

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摘要 本文基于对数字化时代下消费者态度理论演变问题的探讨,综述了国内外关于内隐态度的定义、测量及其与外显态度的关系,认为内隐态度更加契合于当前的市场情景。还按照存在性、发生性和改变性的逻辑顺序梳理了内隐态度的形成机制理论,并概述了内隐态度在态度测量工具开发、消费者态度诱导、网络消费及品牌关系营销方面的应用方向。
作者 李义敏 孟华
出处 《商业经济研究》 北大核心 2015年第12期75-77,共3页 Journal of Commercial Economics
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