態度接近性と不確実なポジティブ気分 : 購買行動場面における検討

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  • タイド セッキンセイ ト フカクジツ ナ ポジティブ キブン コウバイ コウドウ バメン ニ オケル ケントウ

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It was said that when the questions were more increased, response latency was faster, and attitude was stronger on buying. In addition, it was said that uncertainty about the nature of a positive event can prolong pleasure people derive from it. This study examined how "attitude accessibility" and "positive moods of uncertainty" had influences on buying. The study also analyzed how subjects responded on brand assessment and buying decision-making when they were presented the brand information, were positive moods by remembering past experiences and were operated the certainty or uncertainty. As a result, when the accessibility was strong, the assessment was lower on positive mood of uncertainty than that of certainty. In addition, it was supposed that we used automatic processing when the accessibility was weak, and we used systematic processing when the accessibility was strong.

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