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商品編號： 9-502-043 出版日期： 2001/10/19 作者姓名： Zaltman, Gerald;Braun, Kathryn;Puccinelli, Nancy;Mast, Fred 商品類別： Marketing 商品規格： 9p 再版日期： 2002/03/14 地域： 產業： 個案年度： -
商品敘述：
An important distinction is drawn in psychology between explicit and implicit knowledge. Explicit knowledge refers to consciously held beliefs about an individual or object that often draws on the remembering of experiences in the past. In contrast, implicit knowledge refers to the cognitive associations a consumer holds between two constructs that exist outside his or her conscious awareness. Although it is possible that explicit and implicit knowledge correspond, the exciting opportunity for marketers is that often there is a discrepancy; that is, what a consumer believes explicitly may have no bearing on his or her actual behavior.
涵蓋領域：
Psychology and neuroscience;Consumer behavior;Consumer marketing
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