著者

酒井 理

出版者

法政大学キャリアデザイン学部

雑誌

法政大学キャリアデザイン学部紀要 = 法政大学キャリアデザイン学部紀要 (ISSN:13493043)

巻号頁・発行日

no.11, pp.133-149, 2014-03

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The purpose of this paper is to clarify the structure of the negative image on the consumer finance. That people generally have a negative image for the consumer finance. It has been pointed out by the findings of several research papers. However, it is not clear negative images whether they are applied in any structure. Using the concept of stereotypes and analyzed the structure of the negative image on the consumer finance. Consumers, it became clear that, there is a possibility that you are aware of is divided into categories as consumer finances, small loans, banks. Consumer finance category is present as a stereotype image "scary" and "dark". It is tied to a negative image on the brand. Stereo type if present in consumer finance category, there is a limit to the image improvement efforts of individual companies. It is shown that In conclusion, let us consider a way to avoid recognition by the stereotype is a problem.