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課程簡介
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The emergence of a variety of new marketing tools encourages marketing practitioners to better capture the underlying reasons of how consumers evaluate brands, products, or services. For example, the ubiquity of internet facilitates the formation of word of mouth on the web. How consumers’ attitudes may be influenced when opinions presented represent majority (or minority) views? And how consumers’ attitudes may be changed if word of mouth (either majority or minority) delivers counter-attitudinal arguments? Issues like these are encountered by consumers daily nowadays. By better understanding the way consumers’ attitudes form and change, marketers can then capitalize the favorable gain and make the strategic decision specifically applicable to the target customers’ uniqueness. This course covers major topics on consumers’ attitude formation and attitude changes.
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