Postawy jawne i utajone a badanie skuteczności komunikatów marketingowych

• Autorzy: Anna Wielicka-Regulska , Renata Nestorowicz , Ewa Jerzyk

Warianty tytułu

Interaction between Explicit and Implicit Attitudes and Consumer Behavior

• Języki publikacji: PL

Abstrakty

Praca omawia aktualne w debacie naukowej aspekty badania postaw, w tym szczególnie ich związek z zachowaniem decydenta i skutecznością komunikatów marketingowych. W dyskusji skupiono się na analizie przyczyn niskiej korelacji postaw z zachowaniem wskazując w szczególności na problemy metodologiczne, które wynikają z braku jednoznacznego modelu formowania się postaw w ich dualistycznej postaci (postawy jawne, utajone) i z wpływu czynników kontekstualnych zarówno wewnętrznych, jak i zewnętrznych. W pracy podkreślono znaczenie pomiaru postaw w kształtowaniu się komunikacji rynkowej z klientem. (abstrakt oryginalny)

EN

A paper summarizes contemporary research linked with attitudes, especially their connection with behavior. The discussion focuses on causal analysis of low correlation between attitudes and behavior. Particularly it explores methodology problems emerging from lack of well defined models of attitudes' creation in their dualistic nature (explicit and implicit attitudes), later influence of internal and external factors. The paper highlights importance of attitude measurement in forming market communication. (original abstract)

Słowa kluczowe

PL

Postawy społeczne; Komunikowanie; Komunikowanie społeczne; Efektywne komunikowanie; Marketing relacji

EN

Social attitudes; Communication; Social communication; Effective communication; Relationship marketing

• Czasopismo: Zeszyty Naukowe / Uniwersytet Ekonomiczny w Poznaniu
• Rocznik: 2011
• Numer: nr 208
• Strony: 143--152

Twórcy

autor

Anna Wielicka-Regulska

• Uniwersytet Przyrodniczy w Poznaniu

autor

Renata Nestorowicz

• Uniwersytet Ekonomiczny w Poznaniu

autor

Ewa Jerzyk

• Uniwersytet Ekonomiczny w Poznaniu

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