Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

Statement of Problem 
There are many studies on consumers’ behavior by new products or brand strategy in corporations 
(Rumelhart, 1984; Fiske & Pavelchak, 1984; Sujan & Bettman, 1989; Nishida, 1999, Stopa & Waters, 2005); 

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2007 Annual International CHRIE Conference & Exposition 
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however, applicable studies based on psychological approach and behavior related to hospitality and tourism 
industry, specially, airlines are very few. Therefore, it is important to study the airlines’ positioning based on the 
schema theory, consumers’ attitude and behavior on the basis of cognitive psychology.