ꆡ2009쓪08퓂(뗚23뻭뗚ꆡꆡꆡꆡꆡꆡꆡ8웚ꆡꆡꆡꆡꆡꆡꆡꆡꆡꆡꆡꆡꆡꆡAug1,2009)EastChinaEconomicManagemꆡent(,)ꇱ샭싛쫶움ꆾDOIꆿ1013969/j1issn11007-5097120091081033쿻럑헟뛔펪쿺쮵럾뗄뗖훆퇐뺿ퟛ쫶슽컀욽(헣붭뷌폽톧풺ꆡ맺볊릤짌맜샭톧풺,헣붭ꆡ몼훝ꆡ310012)[햪튪]쿻럑헟뛔펪쿺쮵럾뗄뗖훆컊쳢틑뺭풽살풽돉캪펪쿺쮵럾퇐뺿훐ퟮ캪훘튪뗄퇐뺿틩쳢횮튻ꆣ컄헂뛔맺췢틑폐뗄쿠맘퇐뺿돉맻뷸탐쇋믘맋뫍쫡샭,맩쓉캪쯄룶랽쏦뗄퇐뺿:벤랢뗖훆뗄잰틲퇐뺿;쮵럾뗖훆뗄쓚퓚믺훆퇐뺿;쿠맘뗷뷚뇤솿뗄퇐뺿;쿻럑헟돶쿖뗖훆뫳뗄ퟷ폃뫳맻퇐뺿ꆣퟮ뫳,퓚쫊떱움싛뗄믹뒡짏뛔캴살퇐뺿랽쿲뷸탐쇋햹췻ꆣ[맘볼듊]펪쿺쮵럾뗄뗖훆;잰틲퇐뺿;믺훆퇐뺿;뗷뷚뇤솿퇐뺿;ퟷ폃뫳맻퇐뺿[훐춼럖샠뫅]F06312ꆡꆡꆡ[컄쿗뇪횾싫]Aꆡꆡꆡ[컄헂뇠뫅]1007ꆪ5097(2009)08ꆪ0147ꆪ06AnOverviewonConsumerspiResistancetoMarketingPersuasionLUWei2ping(SchoolofInternationalBusinessAdministration,ZhejiangEducationInstitute,Hangzhou310012,China)Abstract:Theissueofconsumersꆯ:researchofinfluencingfactors;researchofmechanism;researchofmediatingfactors;,:resistancetomarketingpersuasion;researchofinfluencingfactors;researchofmechanism;researchofmediatingfactors;researchofinfluencingresultsꆡꆡ튻ꆢ틽ꆡ퇔뺿,좡뗃쇋럡뢻뗄퇐뺿돉맻,뛸맺쓚쒿잰뛔폚헢랽쏦펪쿺쮵럾뗄뗖훆쫇횸떱웳튵퓚쫐뎡짏뾪햹룷훖탎뗄퇐뺿뫍첽쯷퓲벸뫵뮹쫇뿕냗ꆣ놾컄붫뛔맺췢틑폐뗄쪽뗄펪쿺쮵럾믮뚯,룸폨쒿뇪맋뿍튻뚨뗄쯟쟳,틔웚쿠맘퇐뺿돉맻뷸탐쫡샭,틔쏷좷웤퇐뺿뗄싶싧뫍뿲볜,틽떼웤첬뛈뫍탐캪쿲웳튵쯹쾣췻뗄랽쿲뇤쪱,벤랢좻뫳퓚쫊떱움싛뗄믹뒡짏뻍캴살퇐뺿랽쿲뷸탐햹췻,돶쿻럑헟뛔쯹뒫뗝뗄펪쿺쮵럾탅쾢닺짺쇋잱퓚뗄ퟔ컒틔웚쓜릻캪맺쓚톧헟뷸탐헢랽쏦뗄퇐뺿쳡릩뷨본ꆣ럀폹쪽뗖뒥ꆣ헢훖뗖뒥뗄놾훊쫇쿻럑헟쓚퓚뗄튻훖믽뛾ꆢ쮵럾뗖훆뗄퇐뺿:듓짧믡탄샭톧떽쫐뎡펪벫캬돖웤풭폐첬뛈뫍탅쓮뗄탄샭믮뚯(McGuire,쿺톧[1]1962)ꆣ뛔쮵럾뗖훆뗄맘힢웰풴폚퓧웚뗄짧믡탄샭톧퇐뺿,죧뷱,쿻럑헟뛔펪쿺쮵럾뗄뗖훆컊쳢틑뺭풽살풽떱쪱톧헟쏇퓚퇐뺿훐랢쿖:폐ퟅ잿쇒첬뛈뗄훷쳥뿉쓜돉캪펪쿺쮵럾퇐뺿훐ퟮ캪훘튪뗄퇐뺿틩쳢횮튻;틲캪믡뗖훆쓇킩폫웤돖폐첬뛈늻튻훂뗄탅쾢ꆣ헫뛔헢훖쿖떱웳튵뾪햹룷훖탎쪽뗄펪쿺쮵럾믮뚯쪱,웤뇘탫뾼싇쿳,훸쏻톧헟럑쮹춢룱(Festinger)퓋폃ꆰ죏횪늻킭뗄쫗튪컊쳢뻍쫇쿻럑헟뛔헢킩펪쿺쮵럾믮뚯뗄랴펦믡뗷샭싛ꆱ살뷸탐쇋뷢쫍:평폚헢킩폫훷쳥풭폐첬뛈ꆢ퓵퇹,헢붫뻶뚨쇋펪쿺쮵럾믮뚯ퟮ훕좡뗃뗄킧맻ꆣ뷼탅쓮늻튻훂뗄탅쾢떼훂쇋훷쳥탄샭짏뗄늻쫦럾,짵훁쓪살,맺췢훚뛠톧헟캧죆헢튻틩쳢햹뾪쇋뛠랽쏦뗄퇐췾킲쇋쯻쏇풭폐뗄욫뫃탔첬뛈,듓뛸듙쪹훷쳥쫔춼좥[쫕룥죕웚]2009ꆪ03ꆪ18[믹뷰쿮쒿]짏몣닆뺭듳톧뒴탂믹뷰훺쿮쒿(2006950127)[ퟷ헟볲뷩]슽컀욽(1980ꆪ),쓐,붭쯕쓏춨죋,붲쪦,짏몣닆뺭듳톧맜샭톧늩쪿,퇐뺿랽쿲:쿻럑헟탐캪,욷없펪쿺ꆣꆪ147ꆪ
복쟡헢훖늻뫍킳룐,틔듯떽뫍킳,늢쟒훷쳥뮹붫믽벫(1977)틔볒폃쟥뷠폃욷뗄맣룦쮵럾탅쾢뷸탐뛔뇈퇐뺿뗘좥뇜쏢퓙듎뷓뒥떽쓇킩퓶볓웤탄샭늻뫍킳뗄쟩뺳벰랢쿖:떱쿻럑헟풤쇏떽듓쮵럾탅쾢쓚죝훐뗃돶뗄뷡싛탅쾢[2](Festinger,1957)ꆣ쫇뫜뗍뗄뿉탅뛈쪱,쿻럑헟믡돶쿖뛔헢킩탅쾢뗄뗖뒥뫳살,뻟폐뾪뒴탔퇐뺿릱쿗뗄쫇McGuire킧펦[8]ꆣ[3](1961)뗄퇐뺿,쯻뷨본쇋튽톧짏뗄ꆰ뷓훖(Inocula2C[9]arlston(1989)샻폃맩틲샭싛살뷢쫍쇋쮵럾탅tion)ꆱ룅쓮,뛔훷쳥헢훖뗖훆쿖쿳뗄쓚퓚믺훆뷸탐쇋쾢뗄뿉탅뛈뷏뗍쪱뿉쓜벤랢뗄뗖훆,떱쿻럑헟랢쿖펪퇐뺿;뷓ퟅ폖늻뛏틔ꆰ뷓훖ꆱ뗄샭싛살첽쯷쇋:훷쳥쿺쮵럾탅쾢쫇뗍뿉탅뛈뗄,믡쪹폃맩틲샭싛좥뮳틉쮵캪쪲쎴뿉틔탎돉뛔쮵럾뗄뗖훆(McGuire,1961;럾헟뗄뚯믺뻟폐샻쯻탔,펪쿺쮵럾뗄룷훖좰쮵뫍틽떼,[4]1962;1964;1971)ꆣMcGuire(1961,1962,1964)뚼쫇캪쇋틽폕쿻럑헟짏떱,ퟔ짭믱뗃뛮췢쫕틦,듓뛸뗄쾵쇐퇐뺿랢쿖:훷쳥닺짺뗖훆뗄쓚퓚믺훆맽돌훷튪벤랢쇋쿻럑헟뛔헢킩탅쾢뗄잿쇒랴룐뫍뗖훆ꆣ쫇평솽룶늿럖쯹ퟩ돉뗄:(뛾)펪쿺쮵럾탅쾢뗄듌벤뛈폫뗖훆(1)풤뺯탔돉럖(athreateningcomponent):풤쿈펪쿺쮵럾탅쾢뗄듌벤뛈훷튪횸쮵럾탅쾢듌벤뗄쪱뺯룦훷쳥듦퓚ퟅ뛔쯻쏇돖폐탅쓮뗄췾킲,늢쟒뺯룦쯻볤뎤뛈틔벰탅쾢죝솿떼훂뗄듌벤잿뛈(FꆤMiller,쏇뫳쏦뿉쓜믡돶쿖뛔쯻쏇돖폐탅쓮뗄릥믷,헢쪹뗃훷1963)ꆣ튻킩쿠맘퇐뺿랢쿖,떱펪쿺쮵럾탅쾢뗄듌벤뛈쳥쿈탎돉튻룶ꆰ쏦쇙췾킲뗄죏횪ꆱ;뷏잿쪱,믡벤랢쿻럑헟뛔쮵럾닺짺뗖훆ꆣ(2)믖뢴탅쓮뗄돉럖(anassuringcomponent):훷뇈죧,Feingold뫍Knapp(1977)퇐뺿랢쿖:떱릵쳥퓚믱뗃ꆰ쏦쇙췾킲뗄죏횪ꆱ쿂,뗃떽벤랢좥웴뚯튻춨뗄펪쿺쮵럾탅쾢솿맽듳,틽웰뷓쫜헟룐쫜떽쟖싔뫍룶ퟔ컒놣뮤뗄뾹쳥,춨맽믽벫톰쟳뫍쇐뻙쓇킩횧돖탔톹솦쪱,믡돶쿖튻룶쿠랴뗄탄샭쳥퇩,틽웰쿻럑헟뛔퇔싛살믖뢴뫍잿뮯웤풭돖폐뗄탅쓮ꆣ헢킩탅쾢뗄뛣뇜뫍뗖뒥;Ye뫍Raaij(1997)퇐뺿랢믹폚McGuire뗄헢킩뾪뒴탔퇐뺿뷡싛,Bither뗈쿖,떱쿻럑헟뾴떽쫬쾤뗄훘뢴뗄듌벤쪱,쯻쏇붫믡닺[5](1971),Szybillo뫍Heslin(1973)쳡돶뿉틔냑헢훖짺퇡랳쟩탷,헢훖퇡랳쟩탷붫떼훂뛔듌벤컯뗄랴룐뫍퇐뺿펦폃떽쫐뎡펪쿺톧훐,듓뛸퓚쪵볊뗄쫐뎡놳뺰쿂,뗖뒥[10];Edwards(2002)틔쫖믺뗄맣룦쮵럾탅쾢뷸탐뛔뗖훆뗄쿖쿳뫍뷓훖샭싛뷸탐첽쯷뫍퇩횤[6]ꆣ퓚쯻쏇뛔뇈퇐뺿랢쿖:쮵럾탅쾢뗄돖탸쪱볤풽뎤,쿻럑헟풽뗄뎫떼쿂,펪쿺톧쇬폲뗄톧헟쏇뾪쪼폐헫뛔탔뗘좥첽믡뻵뗃쫇튻룶듲죅,풽믡룐횪떽뛔ퟔ벺뷓쫜탅쾢ퟔ평쯷쿻럑헟뛔펪쿺쮵럾뗄뗖훆컊쳢;뛸쯦ퟅ퇐뺿뗄짮죫뗄췾킲,헢믡떼훂룼듳뗄뗖뒥[11]ꆣ햹뾪,첽쯷뗄랽쏦풶풶뎬맽쇋ퟮ돵ꆰ뷓훖ꆱ샭싛뗄랶FꆤMiller뗄퇐뺿횸돶,탅쾢뗄잿듌벤뛈쯹떼훂뗄돫,ퟜ뷡쿂살,틑뺭삩햹떽냼삨쇋쿂쏦헢킩랽쏦뗄퇐뗖훆,웤놾훊쫇풴ퟔ폚쿻럑헟뗄튻훖짺샭틔벰탄샭뗄뺿:(1)벤랢쿻럑헟뛔펪쿺쮵럾뗖훆뗄잰틲퇐뺿;ퟔ컀놾쓜,떱훷쳥쏦뛔맽뛈듌벤탎돉뗄톹솦뫳,믡닺(2)쿻럑헟뛔펪쿺쮵럾뗖훆뗄쓚퓚믺훆퇐뺿;(3)쿠짺짺샭욣샍뫍탄샭뗄쫜톹웈룐,ퟔ컀놾쓜틽웰쿻럑헟맘뗷뷚뇤솿뗄퇐뺿;(4)쿻럑헟돶쿖뗖훆뫳뗄ퟷ폃뫳뛔헢킩탅쾢뗄뛣뇜뫍뗖뒥ꆣ맻퇐뺿ꆣ쿂쏦컒쏇뛔헢킩랽쏦뗄퇐뺿뷸탐뻟쳥뗄뷩짜ꆣ(죽)펪쿺쮵럾탅쾢뗄햹슶탎쪽폫뗖훆죽ꆢ벤랢쿻럑헟뛔펪쿺쮵럾뗖훆뗄잰틲퇐뺿펪쿺쮵럾탅쾢뗄햹슶탎쪽훷튪횸:쮵럾탅쾢뒫뗝잰틲퇐뺿훷튪쫇첽달늢쪵횤쇋벤랢쿻럑헟뛔웳튵쪱뗄뇭듯랽쪽뫍돊쿖럧룱ꆣ튻킩쿠맘퇐뺿랢쿖,틽떼펪쿺쮵럾닺짺뗖훆뗄뻟쳥틲쯘폐쓄킩ꆣ룹뻝틑폐쿠맘헟ퟔ틔캪쫇ꆢ뫃캪죋쪦ꆢ??뇆죋뗄뇭듯랽쪽믲탅쾢퇐뺿쯹첽쯷뗄뷡맻,뿉틔맩쓉캪죽룶훷튪틲쯘:펪쿺뗄햹쪾럧룱,헢킩뚼죝틗벤랢쫜훚뗄랴룐뫍뗖뒥ꆣ퓚쮵럾탅쾢뗄뿉탅뛈ꆢ펪쿺쮵럾탅쾢뗄듌벤뛈ꆢ펪쿺쮵펪쿺톧뗄퇐뺿훐,톧헟쏇틔ꆰ펲탔쿺쫛ꆱ뫍ꆰ죭탔쿺럾탅쾢뗄햹슶탎쪽ꆣ쫛ꆱ살뷸탐뛔뇈퇐뺿,헢헽쫇뗤탍듺뇭ퟅ쮵럾탅쾢뗄(튻)펪쿺쮵럾탅쾢뗄뿉탅뛈폫뗖훆솽훖췪좫늻춬뗄햹슶탎쪽ꆣ펪쿺쮵럾탅쾢뗄뿉탅뛈훷튪횸쮵럾탅쾢쓚죝놾짭Wicklund(1970)퇐뺿랢쿖:??뇆죋뗄ꆰ펲탔뗄좨췾탔/뿉뾿탔,틔벰쿻럑헟뛔헢훖좨췾탔/뿉뾿탔쿺쫛ꆱ쮵럾룼죝틗틽웰쿻럑헟첬뛈룄뇤짏뗄뗖훆[12]ꆣ뗄탅삵돌뛈(Hovland,1959)ꆣ뫜뛠뗄쿠맘퇐뺿랢쿖,Reizenstein(1971)틔첫퇴뺵뗄쿺쫛쮵럾뷸탐뛔뇈퇐뺿떱펪쿺쮵럾탅쾢뗄뿉탅뛈뷏뗍쪱,믡벤랢쿻럑헟뛔쮵랢쿖:죭탔뗄쿺쫛릵춨쮵럾쇋15룶쿻럑헟훐뗄11룶럾닺짺뗖훆ꆣ룄뇤쇋쯻쏇뾪쪼뗄욫뫃첬뛈;펲탔쿺쫛릵춨횻쮵럾쇋뇈죧,Tannenbaum,Macaulay,틔벰Norris(1967)랢15룶훐뗄2룶룄뇤쇋웰돵뗄욫뫃첬뛈[13]ꆣHeilman쿖:살ퟔ튻룶룟뿉탅뛈탅쾢풴뗄펪쿺쮵럾믡뇈튻룶뗍(1976)뗄퇐뺿볌돐헢훖쮼슷,냑펪쿺쮵럾탐캪쟸럖뿉탅뛈탅쾢풴뗄쮵럾퓚죵뮯뫍룄뇤쿻럑헟볈폐탅쓮짏캪:샠탍A뫍샠탍B;샠탍A탐캪뗄쳘헷쫇:뿊쟳돉룼폐킧맻[7];Bauer뫍Greyser(1968)틔퓋뚯킬뗄맣릦ꆢ쪱볤뷴웈탔뗄뿤헅뗄룐뻵ꆢ벤뷸탔뫍뗐틢뗄,샠룦쮵럾탅쾢뷸탐뛔뇈퇐뺿랢쿖:떱쮵럾쿻럑헟뗄탅쾢탍B탐캪뗄쳘헷쫇:룼볓뗄럅쯉ꆢ뷏짙뗄쟖싔탔뫍뷏쓚죝쫇벫뛈뗘퇔맽웤쪵믲헟쫇좱랦퇏쯠뗄좨췾탔,헢짙뗄쪱볤뷴웈탔[14]ꆣ춨맽튻쾵쇐뗄퇐뺿횤쪵:쿠뇈폚킩탅쾢뻍믡놻쿻럑헟쯹뗖훆뫍뻜뻸;Feingold뫍Knapp샠탍B,샠탍A믡떼훂쿻럑헟룐횪떽룼뛠뛔쯻쏇뿘훆ꆪ148ꆪ
룐뗄췾킲,듓뛸샠탍A폐ퟅ튻룶룼룟뗄뗖훆랢짺룅싊릥믷솦뛈뫜죵쪱,쓇쎴랴늵탔뗄럀폹듫쪩뿉쓜쿠뇈폚(R[15][16]hodewalt,Fairfield,1988;Rhodewalt,1990)ꆣ쎻폐죎뫎럀폹뿘훆듫쪩쪱퓚캬돖쿻럑헟탅쓮짏뗄킧맻C[17]lee뫍Wicklund(1980)횸돶쮵럾탅쾢뗄잿쫆룼닮,헢룶쪱뫲랴뛸쫇늻뷸탐죎뫎럀폹믡뇈뷏뫃ꆣ뇭듯랽쪽뫍돊쿖럧룱쯹떼훂뗄뗖훆,웤놾훊풴ퟔ폚쿻떫쫇,헢킩뷡싛횻쫇뛔벸훖럀폹뗖훆벼쫵뗄킧맻럑헟뗄튻훖ퟔ짭톡퓱ퟔ평놻췾킲믲냾뛡뗄룐횪;훷쳥뷸탐쇋쟸럖ꆢ뇈뷏믲업탲,늢쎻폐쓜릻볌탸짮죫뗘쳖퓚믱뗃쏦쇙췾킲뗄룐횪쿂,뗃떽벤랢좥웴뚯캬뮤ꆰ톡싛쯻쏇룷ퟔ뗄ퟷ폃풭샭벰슷뺶ꆣ틲듋,ퟜ뗄살쮵,퓧퓱ퟔ훷/ퟔ평ꆱ뗄튻훖뗖훆,뛔뒫뗝뗄탅쾢뷸탐뾹뻜,웚뷗뛎뗄퇐뺿늢쎻폐돉릦첽쯷떽쿻럑헟뗖훆뗄튻킩쓚탄샭톧짏붫횮돆캪ꆰ믹폚캬뮤룶쳥ퟔ훷뗄탄샭뾹뻜킧퓚믺훆ꆣ펦ꆱꆣ(뛾)훐웚럡뢻뗄삩햹퇐뺿뷗뛎쯄ꆢ쿻럑헟뛔펪쿺쮵럾뗖훆뗄쓚퓚믺훆퇐뺿헦헽뗄춻웆쫇Fishbein뫍Ajzen(1981)폐맘뗷뷚쓚퓚믺훆퇐뺿훷튪쫇듓샭싛짏첽쳖쿻럑헟쫇퓵퇹탅쾢쮵럾솦뗄죏횪믺훆퇐뺿,헢캪쳡돶탂뗄뗖훆믺훆뗖훆펪쿺쮵럾탅쾢뗄,웤뒦샭헢킩탅쾢뗄쓚퓚탄샭맽뗬뚨쇋믹뒡[20]ꆣ틔듋듺뇭탔퇐뺿캪믹뒡,럖뇰쳡돶쇋:돌쫇퓵퇹뗄ꆣ폐맘헢랽쏦뗄퇐뺿탎돉쇋듳솿뗄돉맻,욫뫃탔컼쫕믺훆샭싛(BiasedAssimilation)ꆢ쿠뛔좨훘헢샯컒쏇쟸럖캪:퓧웚뗄퇐뺿뷗뛎ꆢ훐웚럡뢻뗄삩햹믺훆샭싛(Attributeweighting)ꆢퟮ킡뮯펰쿬믺훆샭싛퇐뺿뷗뛎뫍ퟮ탂뗄퇐뺿뷸햹,쿂쏦럖뇰뛔헢죽룶뷗뛎(MinimizingImpact)ꆣ살뷸탐뷩짜ꆣ11욫뫃탔컼쫕믺훆샭싛(BiasedAssimilation)(튻)퓧웚뗄퇐뺿뷗뛎:뷓훖샭싛욫뫃탔컼쫕믺훆쫇횸:폐ퟅ잿쇒첬뛈뗄룶쳥듦퓚퓚퓧웚뗄퇐뺿뷗뛎,톧헟쏇훷튪뮹쫇뷨본ꆰ뷓훖ꆱퟅ튻훖쟣쿲,룶쳥믡뛔폫웤첬뛈튻훂뗄탅쾢뇈폫웤첬샭싛좥뷸탐뎢쫔탔뗄첽쯷ꆣ춨맽뛔ꆰ뷓훖ꆱ뗄뻟쳥럖뛈늻튻훂뗄탅쾢,룼죝틗죏캪잰헟쫇헽좷뗄틔벰폐볛샠,쪹뗃퇐뺿ퟟ쿲짮죫ꆣPapageorgis뫍McGuire횵뗄;폚쫇,믡좥욫뫃뗘컼쫕폫웤첬뛈튻훂뗄탅쾢,(1961)냑뷓훖럖캪솽샠:쿠쯆뷓훖뫍쿠틬뷓훖ꆣ떱쓇뛸좥맊틢뗘룼뛠훊틉ꆢ뛣뇜ꆢ뻜뻸뷓쫜쓇킩폫웤첬뛈킩폃ퟷ뷓훖뗄탅쾢퓚뫳살뗄뺺헹뛔쫖쮵럾릥믷훐퓙듎늻튻훂뗄탅쾢[21](Lord,Ross,Lepper,1979;Kunda,돶쿖쪱,냑헢훖뷓훖쒣쪽돆캪ꆰ쿠쯆뷓훖ꆱ;떱뫳살뺺1990;D[22]itto뗈,1998)ꆣ헹뛔쫖쮵럾릥믷뗄탅쾢폫뷓훖쪱췪좫늻춬쪱,냑헢훖톧헟쏇뛔헢룶믺훆뗄튻훖뷢쫍쫇:룹뻝욫닮뺫쾸뷓훖쒣쪽돆캪ꆰ쿠틬뷓훖ꆱ[18]ꆣ헢퇹펦폃ꆰ뷓훖ꆱ샭볓릤샭싛(Petty,Cacioppo,1986?),떱죋쏇틔틑폐뗄싛뷸탐뗄퇐뺿삩햹캪쯄룶믹놾뗄쒣쪽뛸햹뾪,뛔펦릲4춼쪽ퟷ캪쟽뚯살볓릤췢늿탅쾢쪱,믡쫜떽웰쪼횪쪶뷡훖쟩탎뗄쪵퇩:(1)횻폐떥뒿횧돖탔퇔싛살뛔릥믷뷸릹틔벰웰쪼첬뛈뗄펰쿬;헢쪱죋쏇쟷쿲폚뻜뻸폫쯻쏇탐럀폹;(2)틀뾿쿠쯆뷓훖살뛔릥믷뷸탐럀폹;(3)웰쪼첬뛈늻춬뗄탅쾢,뛸횧돖폫웤웰쪼첬뛈튻훂뗄탅틀뾿쿠틬뷓훖살뛔릥믷뷸탐럀폹;(4)늻뷸탐죎뫎럀쾢,벴쿻럑헟믡얬솦놣돖웤탅쾢뗄쓚늿튻훂탔ꆣퟮ뷼폹듫쪩뗄낲업ꆣ뗄퇐뺿튲뷸튻늽횤쏷:탅쾢폫ퟔ컒춼쪽뻟폐튻훂탔쪱,믹폚헢훖짮뮯뫳뗄쪵횤퇐뺿,뛔헢쯄훖럀폹뗖훆쿻럑헟뛔펪쿺쮵럾탅쾢뗄쾲뮶돌뛈믡퓶볓(Wheeler,벼쫵뗃돶쇋뫜뛠폐폃뗄뷡싛[24](Papageorgis,McGuire,Petty,Bizer,2005);쿻럑헟퓚톡퓱탅쾢볓릤쪱ퟜ쫇1961;McGuire,1961;Tannenbaum,Macaulay,Norris;풸틢힢틢뫍볇틤쯻쏇쯹쾲뮶뗄쫂컯[25(T]ellis,2004)ꆣ1967;Szybillo,Heslin,1973;Hunt,1973;Zaich2폫횮샠쯆뗄쇭튻훖뷢쫍쫇:뻟폐잿쇒첬뛈뗄훷쳥kow[19]sky,1985):듦퓚ퟅ욫뫃탔죏춬뗄탄샭뫍욫뫃탔볇틤뗄탐캪(Kun2[26]11솽훖뷓훖쒣쪽(쿠쯆뷓훖쒣쪽뫍쿠틬뷓훖쒣da,1990);훷쳥뛔폫웤첬뛈늻튻훂뗄탅쾢뷸탐퇏룱쪽)>뫁컞럀폹뗄ힴ첬ꆣ뗘볬닩뫍훊틉,맘볼쫇틲캪훷쳥룼죝틗룐횪떽헢킩탅21떥뒿뗄횧돖탔럀폹듫쪩>뫁컞럀폹뗄ힴ첬ꆣ쾢쯹뿉쓜듸살뗄첬뛈췾킲[27](Abelson,1959;Haugtv231쿠쯆뷓훖쒣쪽>떥뒿뗄횧돖탔럀폹듫쪩ꆣedt뗈1994;Ditto뗈,1998;Peau,Szabo,Anderson,41쿠틬뷓훖쒣쪽쎻폐랢쿖웤폅폚떥뒿뗄횧돖탔럀2001)ꆣ폹듫쪩ꆣ쯹틔,뿉틔쮵헢룶믺훆ퟮ룹놾뗄샭싛살풴뻍쫇51쿠쯆뷓훖쒣쪽>쿠틬뷓훖쒣쪽ꆣꆰ죏횪늻킭뗷샭싛ꆱ,퓚헢룶샭싛훐뻍쳡돶쇋훷쳥믡뛔61쿠쯆뷓훖폫쿠틬뷓훖솪뫏웰살쪹폃뗄쒣쪽,헢탅쾢뷸탐톡퓱탔뷓뒥(selectiveexposure)뫍톡퓱탔힢훖솪뫏뫳뗄킧맻믡쿔훸뗄폅폚횧돖탔럀폹듫쪩ꆣ틢(selectiveattention);죋쏇믡힢틢떽늻캥놳ퟔ벺쯹잿71퓚뷓훖쇋튻쿮뢺쏦탅쾢뫳,죧맻뫳쏦늻퓙폐듳쇒볡돖뗄첬뛈ꆢ탅퇶믲탐캪뗄쓇늿럖쿻쾢(톡퓱탔힢뗄릥믷쪱,랴뛸믡떼훂룶쳥퓚첬뛈짏뗄쿂붵ꆣ틢),뛸늻믡힢틢캥놳ퟔ벺쯹잿쇒볡돖뗄솢뎡ꆢ쟒믡떼81떱뷓훖뫳쏦쎻폐룺ퟅ돶쿖뺺헹뛔쫖뗄튻룶릥믷훂탄샭늻쫦럾믲늻뫍킳룐뻵뗄쓇늿럖쿻쾢ꆣ쪱,떥뒿뗄횧돖탔럀폹듫쪩믡뇈랴늵탔럀폹듫쪩퓚캬욫뫃탔컼쫕믺훆틑뺭퓚뫜뛠뗄퇐뺿훐놻맣랺뗘뷸돖탅쓮짏뗄킧맻튪뫃ꆣ탐쇋퇩횤[28](AnandKeller,Punam,Block,1996;91퓚뷓훖뫳쎻폐돶쿖뺺헹뛔쫖뗄릥믷믲헟돶쿖뗄Ditto뗈1998;Eagly,Chaiken,1995;Haugtvedt뗈,ꆪ149ꆪ
[29]1994;Kunda,1990;Lord,Ross,Lepper,1979)ꆣ쪶뗘좥냑쮵럾탅쾢뛔쒳룶쳘뚨쫴탔뗄펰쿬폫뛔웤쯻룟21쿠뛔좨훘믺훆샭싛(Attributeweighting)쿠맘쫴탔뗄펰쿬뷸탐룴샫,쪹뗃헢킩탅쾢늻믡뛔룟쿠헢룶믺훆뗄쳡돶훷튪쫇틔솽룶랽쏦뗄퇐뺿돉맻ퟷ맘쫴탔랢짺삩즢펰쿬;춨맽쿞훆탅쾢뗄헢훖삩즢킧맻,캪믹뒡:튻랽쏦,훷튪틀뾿쇋ꆰ튻룶닺욷쫇뻟폐뛠캬듓뛸ퟮ킡뮯펪쿺쮵럾탅쾢뛔웤쯻쫴탔뗄쿻럑헟첬뛈/탅쫴탔ꆱ뗄맛뗣,벴:닺욷쫇뻟폐뛠훘쫴탔뗄,쿻럑헟쓮뷸탐잱퓚뗄룄뇤(Ahluwalia,2000)ꆣ뛔닺욷쫴탔뗄탅쓮쿈폚늢펰쿬닺욷첬뛈뗄탎돉,룶쳥(죽)ퟮ탂뗄퇐뺿뷸햹:릹붨튻룶헻쳥뗄믺훆뛔튻룶닺욷뗄첬뛈뫍움볛쫇쯻뛔헢룶닺욷쯹폐쫴탔룐뿲볜횪뗄쒳훖몯쫽(Fishbein,1967);쇭튻랽쏦,훷튪틀뺡맜폐ퟅ짏쏦헢킩럡뢻뗄퇐뺿돉맻,떫쫇뫜뛠톧뾿쇋탭뛠뗄퇐뺿헟뾪쪼좥쟸럖ꆰ뛔쫂쪵뗄럱죏ꆱ뫍헟뚼죏캪,쒿잰좱짙튻룶췪헻뗄쮵럾뗖훆뗄믺훆맽돌ꆰ뛔몬틥뗄럱죏ꆱ쫇솽룶늻춬뗄룅쓮,훷쳥뿉틔퓚늻뛔샭싛(Ditto,Lopez,1992;Ditto,1998;Eagly,쫂쪵럱죏뗄쪱뫲좥뛔몬틥뷸탐럱죏ꆣChaiken,1995;Edwards,Smith,1996;Kunda,쿠뛔좨훘믺훆쫇횸:떱쿻럑헟컞램뛔폫웤첬뛈늻1990)ꆣ틲듋,맺췢폐맘뗖훆믺훆뗄ퟮ탂퇐뺿훷튪캧죆튻훂뗄탅쾢쓚죝뷸탐훊틉쪱,믡뛔헢킩탅쾢뗄틢틥뷸퓵퇹좥붨솢튻룶뫏샭뗄췪헻뿲볜살햹뾪ꆣ쒿잰,헢랽탐럱죏,벴:폐ퟅ잿쇒첬뛈뗄훷쳥뿉쓜퓚닺욷움볛쪱,쏦뗄퇐뺿늻뛠,쫇탨튪벯훐뺫솦뷢뻶뗄튻룶컊쳢ꆣ뛔쿠맘쫴탔뗄좨훘뢳폨짏뇭쿖돶튻훖욫볻,훷쳥믡뛔R[33]ohiniAhluwalia(2000)뗄튻쿮듺뇭탔퇐뺿,쫗쓇킩ꆰ쫜첬뛈늻튻훂탅쾢쯹펰쿬뗄붹뗣쫴탔ꆱ맊틢뢳듎뎢쫔냑욫뫃탔컼쫕믺훆ꆢ쿠뛔좨훘믺훆뫍ퟮ킡뮯펰폨뷏뗍뗄좨훘,뛔쓇킩쎻폐ꆰ쫜첬뛈늻튻훂탅쾢쯹펰쿬믺훆죽헟럅퓚튻웰뷸탐헻뫏,헢캪캴살뗄퇐뺿쳡릩쿬뗄쫴탔ꆱ맊틢뢳폨뷏룟뗄좨훘ꆣ틀뾿헢훖퓚좨훘짏쇋튻룶폐볛횵뗄랽쿲ꆣ뗄맊틢뗷헻,살맊틢죵뮯쓇킩폫웤첬뛈늻튻훂탅쾢퓚컥ꆢ뗷뷚뇤솿퇐뺿뫍ퟷ폃뫳맻퇐뺿닺욷움볛쪱뗄펰쿬솦,쪵쿖뗖훆헢킩탅쾢,캬돖풭폐(튻)뗷뷚뇤솿퇐뺿첬뛈뫍탐캪뗄쒿뗄ꆣ폐맘쮵럾뗖훆뗷뷚뇤솿뗄퇐뺿,쒿잰늻쫇뫜뛠,쿠뛔좨훘믺훆웤쪵놾훊짏쫇ꆰ죏횪늻킭뗷샭싛ꆱ헢훷튪쫇틲캪뗷뷚뇤솿놾짭쫇횸뛔쒳룶뻟쳥믺훆뗄뗷퓚훷쳥뛔탅쾢펰쿬솦뒦샭짏뗄튻훖뇭쿖ꆣ믹폚쟸럖쇋뷚,쯹틔뛔뗷뷚뇤솿뗄첽쯷뇘탫쫇붨솢퓚믺훆첽쯷뗄ꆰ뛔쫂쪵뗄럱죏ꆱ뫍ꆰ뛔몬틥뗄럱죏ꆱ헢솽룶룅쓮,믹뒡횮짏ꆣ떱뛔쮵럾뗖훆뗄쓚퓚믺훆쎻폐샥쟥횮잰,훷쳥뛔쓇킩폫웤풭폐첬뛈늻튻훂뗄탅쾢,뺡맜쎻폐럱뻍늻뿉쓜듳랶캧뗄뾪햹뗷뷚뇤솿뗄퇐뺿ꆣ죏탅쾢뗄쓚죝쫂쪵,떫쫇뮹쫇죃죏횪늻킭뗷샭싛퓚쒿잰ퟮ뻟듺뇭탔뗄튻쿮첽쯷뗷뷚뇤솿뗄퇐뺿쫇:ꆰ뛔몬틥뗄럱죏ꆱ닣쏦랢믓쇋ퟷ폃,맊틢뗘럱죏쇋탅쾢RohiniAhluwalia(2000)쯹뾼달뗄ꆰ탅쾢뗄뿉랴늵탔쓚죝뛔훷쳥뗄볛횵뫍틢틥ꆣ헢룶믺훆쒣쪽퓚튻킩퇐뺿(refutabilityoftheinformation)ꆱ헢튻틲쯘ퟷ캪뗷뷚뇤솿훐틑뺭폐맽샠쯆뗄퇩횤(M[30]ackenzie,1986;Tesser,뛔욫뫃탔컼쫕믺훆ꆢ쿠뛔좨훘믺훆틔벰ퟮ킡뮯펰쿬믺1973,1975,1977,1978;Petty,Ostrom,Brock,훆뗄펰쿬킧맻ꆣ1981)ꆣ퓚쇭췢뗄튻킩퇐뺿훐,뛔폚뗷뷚뇤솿뗄첽쯷,톧31ퟮ킡뮯펰쿬믺훆샭싛(MinimizingImpact)헟쏇룸돶쇋튻킩폐볛횵뗄쳡쪾,ퟜ뷡쿂살훷튪폐:훷헢룶믺훆뗄쳡돶쫇평폚퇐뺿헟랢쿖:튻룶쮵럾탅쳥뗄룶탔쳘헷틲쯘(Edwards,Smith,1996;Ahluwa2쾢튲쓜릻뛔퓚탅쾢훐쎻폐놻쳡벰뗄닺욷쫴탔뗄쿻럑헟lia,2002)ꆢ훷쳥뗄죋뿚춳볆뇤솿틲쯘(RohiniAhlu2탅쓮닺짺펰쿬(Feshbein,Ajzen,1981)ꆣwalia,2000)ꆢ닺욷샠뇰틲쯘34](Ditto,L[opez,1992;뫜뛠뗄쿻럑헟탐캪퇐뺿횤쪵쇋:떱훷쳥쏦뛔ퟅ맘Ditto,1998)ꆢ훷쳥뗄탅쾢짦죫뛈(Greenwald,Leavitt,폚쒳룶쫴탔[35](attribute)뗄탅쾢쪱,쯻쏇뫜뿉쓜믡춬쪱1984)뗈ꆣ헢킩뚼탨튪퓚캴살뗄퇐뺿훐좥뷸탐짮죫뗃돶폫헢룶쫴탔쿠맘뗄웤쯼쫴탔뗄튻킩췆싛뫍솪쿫쪽뗘뾼달뫍퇩횤ꆣ에뛏[31](Broniarczyk,Alba,1994;Lee,Olshavsky,(뛾)ퟷ폃뫳맻퇐뺿1995)ꆣ닺욷뗄쫴탔횮볤듦퓚ퟅ틲맻맘쾵믲쿠맘맘쾵쪱ퟷ폃뫳맻뗄퇐뺿훷튪쫇쳖싛쪹폃쪲쎴횸뇪살닢솿(뇈죧훊솿뫍볛룱솽룶쫴탔횮볤:쿻럑헟믡듓볛룱좥췆뫍랴펳쿻럑헟뛔펪쿺쮵럾뗖훆뗄킧맻ꆣ늻춬뗄퇐뺿헟뛏훊솿),쿻럑헟믡틔ꆰ뿉쓜듦퓚쒳훖튻훂탔ꆱ살뷸탐퓸뺭쳡돶튻킩룷ퟔ늻춬뗄닢솿횸뇪,늢ퟶ쇋쓚늿튻훂쫴탔횮볤뗄췆뛏(Dick,1990;Alba,1994);늢쟒춨탔뗄볬퇩,뇈죧:닺욷뛔쿻럑헟뗄컼틽솦(Ditto,맽쫴탔횮볤뗄헢훖욷훊쿠뮥튻훂탔뗄췆뛏,살펰쿬쿻1998)ꆢ쿻럑헟뗄릺잰룐횪볛횵(Edwards,Smith,럑헟뛔룟쿠맘쫴탔뗄움볛,뷸뛸룄뇤뛔헻룶닺욷뗄움[36]1996)뗈ꆣ떫쫇,쒿잰뗄퇐뺿쟷쫆뇭쏷헢룶랽쏦톧볛(Huber,Joel,McCann,1982;Jaccard,James,Gregory,헟쏇틑뺭폐쇋튻뚨뗄릲쪶,풽살풽뛠뗄톧헟죏춬쇋쪹1986)ꆣ폃ꆰ쿻럑헟닺욷움볛ꆱ쫇튻룶뫃뗄닢솿횸뇪(Anandퟮ킡뮯펰쿬믺훆쫇횸:떱훷쳥컞램뛔폫웤첬뛈늻Keller뫍Block,1996;Ditto뗈1998;Eagly뫍Chaiken,튻훂뗄탅쾢뷸탐훊틉쪱,믡좥뺡솦쿞훆헢킩탅쾢뿉쓜1995;Haugtvedt뗈1994;Kunda,1990;Lord,Ross뫍닺짺뗄삩즢탔펰쿬,벴:폐ퟅ잿쇒첬뛈뗄훷쳥믡폐틢Lepper,1979),늢쟒죏캪헢튻횸뇪튲쫊펦뛠룶뗖훆믺ꆪ150ꆪ
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