| Nowadays, aging of population has become the common issue in the world. The elderly has great potential for the consumption, especially the health food. Different old people have different attitude towards health food. Some have positive opinions, while others'are negative. Above all, what's the common attitude of old people toward health food?We have two progressive parts here, a comprehensive survey did first and then explored the attitude of old people, this part uses the technology that is to measure both implicit attitude and explicit attitude.The first research goes on three-dimension attitude (cognition, behavior, emotion), the reason of attitude's form, the reason of attitude's change, which conducted a questionnaire survey of elderly consumers. It turns out, on attitude dimension, there are obvious differences of attitude in gender and occupation. Use internal and external reasons to describe the change of the attitude. Internal attitude includes: personal experience, knowledge, desire. External attitude includes: children's attitude, comment of people around, and the effect of the media. Most people choose to consider the knowledge and comment of people around to form their attitude.Change of attitude is described from change or not, the direction and degree of the change, and the reasons of change.1. People who have had the change of the attitude, occupying 61.1%.2. The difference is significant on the change of attitude, there is 25% of people who choose their attitude towards health foods get better than before. there is 31.8% of people who choose their attitude towards health foods get worse than before, 29.5% had a good attitude to health foods before but bad now, 13.6% had a bad attitude to health foods before but good now. The change is mainly worse than before.3. The reasons of the change contain the effects of the advertisement and media, the feedback of family and friends, and the personal experience. The difference among them is significant. Among those, the number which chooses the feedback of family and friends is the most, occupying 46.4%.The second part measures the Explicit and Implicit attitudes. Among the explicit attitude, the positive attitude and negative attitude groups had significant different, the whole attitude shows the positive trends. Implicit attitude measurement uses the Implicit Association Test, the results show that positive attitude and negative attitude are significantly different, the whole present the negative trends. On the comparison of implicit attitudes and explicit attitudes, we found no significant correlation between them, indicating two attitudes does exist independently, and the implicit attitude and explicit attitude are inconsistency among most elderly consumers. |
