소비자 행동에서 미학적 취향의 역할

소비자 행동에서 미학적 취향의 역할

소비자 행동에서 미학적 취향의 역할.pptx

목차 1. Member's introduction 2. Introduction 3. The concept of taste 4. The role of taste in the consumer decision-making process 5. Directions for future research 6. Conclusion 본문 introduction Hedonic products and services vs. utilitarian products and services Science : personal attitude or reaction toward an aesthetic or social situation, regarded as either good or bad Psychology : related to an individual's sense of aesthetics that is considered as something positive essence related to beauty Sociology : considered to be part of an individual's cultural capital Philosophy : the natural capacity to take pleasure in certain artistic and natural objects by means of one's own sensory experience Taste Objective : develop a better understanding of the concept of aesthetic taste and its role in consumer behavior 1.How does consumer aesthetic taste relate to individual' different senses(i.e., sight, sound, touch, smell, and gustatory taste)? Aesthetic facet Gustatory taste with Sight and Sound by Allen & Hoegg Ex) Sprite soda Compare between the two options taste Consumption Object Way to express the influence of specific class The standard that classifies the social class Learned ability of socially, cultural Way of the taste's expression Subjective side : Personal or Individual Everyone has his/her own taste We can not dispute about it 키워드 소비자, 역할, 취향, 행동