Howardの消費者行動モデル(1977)の一研究
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概要
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This paper deals with both logical and empirical validity of the Attitude variable of the Howard's new consumer behavior model. One feature of the Howard model, in contrast with the Howard-Sheth model, is that it contains the Multi-attribute Attitude model. However, this gives rise to a need to test the validity of such integration. If Attitude toward a brand is formed according to the structure of Expectancy-Value model (Multi-attribute Attitude model), then what are the roles of Satisfaction and Brand Identification in the Howard model, which are also thought to have influence on Attitude? Logical discussion of the model reveals two points concerning the relationships between these variables and Multi-attribute Attitude model. 1. Satisfaction must indirectly affect Attitude through Beliefs. Howard has provided a flow diagram in which Satisfaction directly affects Attitude. But this raises a question: when a consumer gets satisfaction from using the brand, does he change his Attitude without changing his Beliefs about the brand? 2. Clear distinction between Beliefs and Brand Identification must be made. Both Beliefs and Brand identification are consumer's knowledge about the brand which have no connotative meanings. The difference between these two variables is subtle one, and Howard has not drawn a clear-cut distinction between them. In this paper we define Beliefs as structural components of Attitude, and Brand Identification as an antecedent to Attitude. Having based on the conceptual discussion of the model, this paper presents operational definitions of Beliefs and Brand Identification, and empirically tests the relationships between Attitude and Brand Identification. Data obtained from an experimental method are used and the results support the use of Multi-attribute Attitude model as the structure of Attitude, but do not give support to the hypothesis that Brand Identification precedes Attitude formation.
- 日本大学の論文
- 1979-12-20
著者
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