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yuti — October 2, 2007 / 1:53 pm
Can relation be quantified? In Consumer Behavior, relation between goods and buyer is quantified by examine several of consumers learning: recognition and recall measures, cognitive measures, and the attitudinal and behavioral measures of brand loyalty.
Recognition and recall test are conducted to determine whether consumer remember seeing an ad, the extent to which they have read it or seen it and can recall its content, their resulting attitudes toward the product and the brand, and their purchase intention. To see cognitive responses to advertising, consumer was tested to see the degree to which consumers accurately comprehend the intended advertising message. While attitudinal measures are concerned with consumers overall feelings about the product and the brand and their purchase intentions. Behavioral measures are based on observable responses to promotional stimuli—repeat purchase behavior rather than attitude toward the product or brand.
More over, most sociologists will allow that individual behavior and opinions are rooted in the structure to which people belong. However, to predict rather someone will buy something or not is still difficult, because the categorized is still aggregate according to sex, age, socioeconomic class, or other attributes.
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