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Transcript
  • Cognitive attitude ∝ behavioral attitude

  • The finding that affective attitude is not significant is worth-noticing

Further Exploration in the Cognitive Factors

  • iPhone’s ability to solve daily life problems

&

  • Available colour options significantly affect behavioral attitude.

Sources of Information Search

Research Objective

  • According to our textbook, this perhaps is due to

  • Visible usage

  • High relevance of product to group

  • Low individual purchase confidence

  • Strong individual commitment to group

Chapter coverage

-Chapter 11: Attitudes and Influencing attitudes

Does its affective attitude or cognitive attitude impact the behavior attitude towards purchasing iPhone ? And what kind of affect it is, positive or negative?

OUTLINE

  • Research Objective

  • Research Method

  • Chart description

  • Data Analysis

  • Recommendation

Affective VS Cognitive @ Behavioral Attitude

Research Objective

  • In general, affective and cognitive factors have a joint significance for behavioral attitude

  • Influence on behavioral attitude: Cognitive attitude > Affective attitude

Chapter coverage

-Chapter 15: Information Search

Are consumers more trends to external search or internal search when they are making iPhone purchase decision? What are the different habits of information search between male and female?

Sources of Information Search

  • Externally, primary reference group significantly influences behavioral attitude

- ex. family members, schoolmates and co-workers

  • Beta is positive, so frequency of primary reference group ∝ behavior attitude toward iPhone.

Research Method

In form of questionnaire.

-Number of investigations:70 college students

Gender difference between internal & external search

Influence of Information Search Sources on Behavioral Attitude

  • Male & Female college students significantly differ in frequency of external search

  • General reliance on external search: Female students > male student

Recommendation

  • Joint significance of internal and external sources for behavioral attitude

  • Regarding joint significance, internal and external sources < affective and cognitive attitude

  • Change cognitive component:

-Change beliefs:

the color choice of iPhone is proportional to the consumers purchase behavior

customized services (Build-A-Bear Company)

For example:

chose me

color me

name me

dress me

take me home

  • People’s knowledge about iPhone learned in the past is although not very, quite significant for behavioral attitude

  • Frequency of using past-acquired knowledge ∝ behavioral attitude

Critical Value:

p-value, Beta, and mean

Factors:

dependent variables, independent variables

Gender difference between internal & external search

  • Most different in influence of primary reference group

  • In the influence of primary reference group question, female mean score > male mean score

  • Reliance on primary reference group: Female students > male student

  • Our opinion: Intuitive when deciding whether iPhone is worth-buying.

Implications

P-value: if < .05, significant

Beta: if >0, positive related

Mean: average value

Add beliefs:

  • “Pupil identification” feature

-“We have what other company haven’t”

  • Shift important

-High price ensure high quality and function

function of smart phone is the most important

Change affective component:

  • Increase mere exposure

-Affective toward TV series movies online activities

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