GET A&WDICTED! DI RESTORAN KHAS AMERIKA: PENGARUH COGNITIVE LEARNING DAN MESSAGE RECEPTION AND PROCESSING TERHADAP PERUBAHAN SIKAP KONSUMEN

Damanik, Elsye Rumondang (2012) GET A&WDICTED! DI RESTORAN KHAS AMERIKA: PENGARUH COGNITIVE LEARNING DAN MESSAGE RECEPTION AND PROCESSING TERHADAP PERUBAHAN SIKAP KONSUMEN. Jurnal Humaniora, 3 (1). pp. 145-154. ISSN 2087-1236

[img]
Preview
Text
15_1_MC_Elsye Rumondang.pdf

Download (77kB) | Preview

Abstract

Article clarified a research on cognitive response effect on cognition, attitude, and purpose. The purpose of this study was to analyze the influence of cognitive learning and a set of message processing system to persuade consumers. Researcher obtained the data and information from literature study, media, and direct observation to A & W Restaurants located at Rawamangun, Kelapa Gading Mall, and Bina Nusantara University. The result shows that human thinking process relates to ego involvement which includes culture and living habit is influential to the way people process the message. Finally, it is concluded that it is important to understand how consumers do message processing in order to make marketers able to determine the right marketing strategy to influence their consumers’ attitudes.

Item Type: Article
Subjects: ATTITUDE CHANGE
Depositing User: - Anindito
Date Deposited: 07 May 2013 09:49
Last Modified: 07 May 2013 09:49
URI: http://eprints.binus.ac.id/id/eprint/25664

Actions (login required)

View Item View Item