This paper concerns with the preference in singlelens reflex cameras through applying 'transaction' between man and man to between consumer and product. It was found that 'Ego-gram' and Life-style signify other sides of the attitude comparing the formula of attitude of Fishbein. Until now, preference was mainly explained by Life-style. But it was found that classifying consumers by 'Ego-gram' explains preference more properly than classifying consumers by Life-style. And if estimated items are corresponded to ego, it was found that 'natural transaction' between consumer and preference in single-lens reflex camera. As the result, the way to develop of products from the point of view of Life-style has been only method, but it is able to suggest to develop of products from the point of view of 'transaction' between consumer and product.
|Translated title of the contribution||The Preference Structure of Consumer from the View Point of 'Transaction': The Study of Preference in Single-Lens Reflex Camera|
|Number of pages||8|
|Publication status||Published - 1993|