消费者行为学(双语)Ch10
双语消费者行为学
3.2消费者行为与定价策略 1）比价心理： 2）价格习惯心理： 3）高价心理： 4）敏感性心理 5）从众心理
3.3消费者行为与促销策略 1.广告与消费行为 广告要想取得成功，必须符合消费者的心 理和行为特点。消费行为对广告的发布时 广告的主题与创意、广告的表现形式等都 有很大的影响
3.3消费者行为与促销策略
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视觉 听觉 嗅觉 味觉 触觉
2.2基本传播过程
发送方的经验域
接收方的经验域
信源/ 发送方
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信道讯息
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接收者
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第三章个性、自我概念与情绪 Personality, Self and Emotion
CH1
难点：个性的含义
Personality implication
3.4自我概念的含义
自我概念是指一个人所持有的关于自身特征的信念， 以及他（她）对于这些特征的评价 The self-concept refers to the beliefs a person holds about his or her own attributes and how he or she evaluates these qualities.
消费者行为
获得 如何决定购买 考虑购买的其他产品 哪里购买 如何将产品运送到家 消费 如何使用产品 如何贮存产品 谁使用产品 消费多少产品 产品与期望相比如何
处置 如何消除剩余产品 使用后丢弃多少 是自己再买产品还是通过 邮购商店买产品 如何循环利用一些产品
2.销售促销与消费者行为 消费者行为的研究对品牌、定位到差异化，从定 价、促销到整合营销，莫不都是在针对消费者 的行为在采取行动。现在的市场营销将越来越 依赖于对消费者行为的把握和迎合，从而影响 消费者，最终达成产品的销售。
消费者行为学_第八版_英文版_课件1
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1971年 无限风光在险峰
• 一群不同肤色、不同国籍的年轻人汇集在意大利 的山顶上，每人手里举着一只可乐瓶子，唱着： “I'd Like to Buy the World a Coke！” • 先是一个女孩开唱，歌声不断汇集，愈来愈整齐 雄壮，镜头在每个人的脸上掠过，越来越多的年 轻人纳入观众的视野，他们面向朝阳，散布在山 坡上，镜头在直升飞机拍摄的俯景和角色的特写 间切换，气势恢弘。
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I'd Like to Teach the World to Sing（齊聲歡唱） I'd like to build the world a home And furnish it with love Grow apple trees and honey bees And snow-white turtle doves Chorus: I'd like to teach the world to sing In perfect harmony I'd like to hold it in my arms And keep it company (that's the song i hear) I'd like to see the world for once (let the world sing today) All standing hand in hand And hear them echo through the hills For peace throughout the land
It's the real thing, Coke is what the world wants today.
Chorus: • I'd Like to Teach the World to I'd like to teach the Sing world to sing • New Seekers Coca-Cola 1971 Commercial In perfect harmony I'd like to buy the world • a Coke On a hilltop in Italy We assembled young people And keep it company From all over the world That's the real thing. To bring you this message From Coca-Cola Bottlers (Repeat chorus) All over the world It's the real thing - Coke. I'd like to teach the And they sang... world to sing I'd like to buy the world a home In perfect harmony I'd like to buy the world And furnish it with love Grow apple trees and honey a Coke bees And keep it company And snow white turtle doves. That's the real thing
消费者行为心理学中英文外文文献翻译
消费者行为心理学中英文外文文献翻译(含：英文原文及中文译文)英文原文Frontiers of Social PsychologyArie W. Kruglanski 、Joseph P. ForgasFrontiers of Social Psychology is a new series of domain-specific handbooks. The purpose of each volume is to provide readers with a cutting-edge overview of the most recent theoretical, methodological, and practical developments in a substantive area of social psychology, in greater depth than is possible in general social psychology handbooks. The editors and contributors are all internationally renowned scholars whose work is at the cutting-edge of research.Scholarly, yet accessible, the volumes in the Frontiers series are an essential resource for senior undergraduates, postgraduates, researchers, and practitioners, and are suitable as texts in advanced courses in specific subareas of social psychology.Some Social Asp ects of Living in a Consumer SocietyThe following sketches will illustrate that in a consumer society much of the behavior studied by social psychologists relates to consumer stimuli and consumer behavior. Thus, the consumer context provides a rich field for the study of social phenomena and behavior.Consumer Decisions Are UbiquitousWhether we are in the supermarket or not, we are constantly making consumer decisions. We enroll in gyms, use our frequent-flyer miles for a vacation resort, buy health care, choose a restaurant, skip dessert for a healthier lifestyle. In fact, most of our daily decisions do not involve existential decisions such as whom to marry or whether to have children or not, but whether to have tea or coffee, use our credit card or pay cash, or other seemingly trivial decisions. Moreover, many of our daily (consumer) behaviors do not even require intentional decisions. Rather, they may be habitual, such as switching to CNN to get the news or accessing Google when looking up some information. A typical day of a typical person is filled with countless minor consumer decisions or the consequences of previous decisions, starting with the brand of toothpaste in the morning to choosing a movie after work.Consumer Choices Fulfill a Social-Identity FunctionAlthough for most people being a consumer may not be central to their identity, many of their consumer decisions are nevertheless highly identity-relevant insofar as they correspond to a larger set of values and beliefs and express important aspects of the self. Eating a vegetarian diet because one does not want to endorse cruelty to animals and boycotting clothes potentially made by child laborers are some examples. Some people buy a Prius out of environmental concerns; others boycott Japanese cars —such as the Prius —in order to help the local carindustry. In this respect, even the choice between Coke and Pepsi is not necessarily trivial. People who cannot discriminate Coke from Pepsi in a blind test, or who prefer Pepsi, may nevertheless adhere to Coke as a cultural icon. Attempts to change the formula of Coke met with angry protests and opposition. Clearly, consumer products and brands do not only fulfill utilitarian needs (Olson & Mayo, 2000; Shavitt, 1990). In a world of oversupply and differentiating brands, many consumers choose brands in order to express their personality or to affiliate themselves with desired others. They do not simply use a Mac; they are Mac users, and switching to another brand of PC would be akin to treason. From soft drinks to computers, brands may become an ideology. People may also perceive of products as extended selves (Belk, 1988); for example, they may identify with their cars just as they do with pets. Likewise, brands may define social groups. The Harley-Davidson Club is a legendary example; an Internet search revealed clubs for almost every car brand and model. In my hometown, I found a V olkswagen New Beetle Club whose stated purpose is to cultivate contacts between New Beetle Drivers by organizing social events (among others, a visit to a car cemetery). On the road, drivers of the same car model often greet each other. Apparently, driving the same model is sufficient to establish social closeness. Brands, products, and consumption habits not only help to establish social connectivity but also serve as status symbols, defining vertical andhorizontal social boundaries. By using particular brands or consuming specific products, people can express a certain lifestyle or attempt to convey a particular social impression. Subscribing to the opera conveys one’s social position just as going to a monster truck race does. Whether your choice of drink is wine or beer, cappuccino or herbal tea, your order expresses more than merely your taste in beverages.Consumer Choices Affect Social PerceptionGiven that brands and products are part of social expression, it is not surprising that people are judged by the brands and products they use. In particular, products of a social-identity function are used as bases for inferences about a target’s personality traits (Shavitt & Nelson, 2000). Likewise, smoking, food choice and amount of food intake have all been shown to affect social impressions. Depending on the subculture of the perceiver (age, country), different personality traits are assumed in smokers compared with nonsmokers (e.g., Cooper & Kohn, 1989; Jones & Carroll, 1998). Various studies found that eaters of a healthier diet are perceived as more feminine and in general judged more favorably than eaters of unhealthy foods (for a review see V artanian, Herman, & Polivy, 2007). Arguing that a Pepsi drinker is to a Coke drinker what a Capulet was to a Montague is, of course, an exaggeration, but clearly brands may distinguish ingroup from out-group members. Possibly this is most extreme among teenagers, where the brand of jeans is perceived todetermine coolness and popularity. Nevertheless, the phenomenon is not limited to teen culture, as testified by the previous examples of social communities defined by shared brands. In sum, from wet versus dry shaving to driving a Porsche versus a Smart, consumer behavior is used as a cue in person perception. Most likely, such cues also manifest in behavior toward these consumers. Physical attacks on women who wear fur are a most extreme example.Affective Consequences of Consumer BehaviorObviously, consumption and the use of products and services may give pleasure and satisfaction or displeasure and dissatisfaction. People may experience joy from wearing a new sweater or suffer emotional consequences when products or services fail or cause inconvenience. Product use is only one source of affective consumer experiences. The mere act of choosing and acquisition is another. People enjoy or dislike the experience of shopping. They may take pleasure from the freedom of simply choosing between different options (e.g., Botti & Iyengar, 2004), feel overwhelmed and confused by an abundance of options (e.g., Huffman & Kahn, 1998), or feel frustrated by a limited assortment that does not meet their particular needs (e.g., Chernev, 2003). They may experience gratification and a boost in self-esteem from the fact that they can afford a particular consumer lifestyle or grudge the fact that they cannot. Many daily sources of affective experiences involve consumerbehavior in one way or another.The Consumer Context Provides Unique Social InteractionsGranted, we rarely form deep and meaningful relationships with our hairdressers and waiters. Still, the consumer context affords many social interactions over a day. Again, these interactions— even if brief— may constitute a source of affective experiences. The smile of the barista, the compliment from the shop-assistant, and the friendly help from the concierge are just a few examples of how such consumerrelated interactions may make us feel good, worthy, and valued, whereas snappy and rude responses have the opposite effect. Besides, the social roles defined by the consumer context may provide unique opportunities for particular behaviors, interactions, and experiences not inherent in other roles. Being a client or customer makes one expect respect, courtesy, and attendance to one’s needs. For some, this may be the only role in their life that gives them a limited sense of being in charge and having others meet their demands. To give another example, complaining is a form of social interaction that mostly takes place within the consumer context. A search for ―complaint behavior‖ in the PsycI NFO database found that 34 out of 50 entries were studies from the consumer context. (The rest mostly related to health care, which may to some extent also be viewed as consumer context.) Given the importance of the consumer context to social experiences and interactions, it provides a prime opportunity forstudying these social behaviors.•How consumers think, feel, reason, and the psychology of screening for different items (such as brands, products); • Consumer behavior when they shop or make other marketing decisions;•Limits in consumer knowledge or access to information affect decisions and marketing outcomes;•How can marketers adapt and improve their marketing competitiveness and marketing strategies to attract consumers more efficiently?Bergi gives an official definition of consumer behavior: the process and the activities people perform when they research, select, purchase, use, evaluate, and deal with products and services in order to meet their needs. The behavior occurs in a group or an organization where individuals or individuals appear in this context. Consumer behavior includes using and handling products and studying how products are bought. The use of products is generally of great interest to marketers because it may affect how a product is in the best position or how we can encourage increased consumption.The Nicosia model focuses on the relationship between the company and its potential customers. The company communicates with consumers through its marketing messages or advertisements and consumers' reactions to the information they want to buy. Seeing this pattern, we willfind that companies and consumers are interconnected. Companies want to influence consumers. Consumers influence company decisions through their decisions.Consumer sentiment refers to a unique set of emotional reactions to the use of or eliciting a consumer experience in the product, a unique class or relationship of the emotional experience described and expressed (such as joy, anger and fear), such as the structural dimensions of the emotional category or pleasant/unpleasant, Relax/action, or calm/excited. Goods and services are often accompanied by emotional reactions (such as the fear caused by watching a horror movie). Emotional values are often associated with aesthetic choices (such as religion, reason). However, more material and utilitarian products also seem to have emotional value. For example, some foods cause childhood experiences and feel comfortable with them. Izad (1977) developed a method of emotional experience and introduced basic emotions. He uses ten words to distinguish the basic types of emotions: interest, joy, surprise, sadness, anger, disgust, contempt, fear, shame, and guilt. This method has been widely used by consumer research.In order to implement the interpersonal and personal construction in this framework, we use the concept of self-awareness to express the influence of consumer response on society. Self-awareness is defined as the individual's consistent trend to focus directly on inward or outward.This theory identifies two different types of people with self-consciousness. The open self-conscious person pays special attention to other people's views on their outside. The private self-conscious person pays more attention to their inner thoughts and feelings. In this case, we assume that the reputation of consumption may be different based on sensitivity to other people. This proposal is also consistent with previous research. It shows that people with different personal behaviors depend on their sensitivity to interpersonal influences. Dubois and Dikena emphasized that "we believe that the analysis of the direct relationship between consumers and brands is a key to improving understanding of such a market." This original assumption is that of private or The value of the open superior product comes from the inherent social status of these objects. Many existing studies emphasize the role of the role played in the exchange of information about their owners and social relationships.中文译文社会心理学前沿艾瑞·克鲁格兰斯基，约瑟夫·弗加斯社会心理学的前沿是一个新的领域专用手册系列。
消费者行为学中英文对照外文翻译文献
赫茨伯格的理论。弗雷德里克赫茨伯格开发了一种双因素理论即不满意的因素(原因的不满)到满意(满意的原因)。不满足的因素是不充分的;满意者现在必须积极鼓励购买。例如,一台计算机,它没有保证将来是一个不满足。然而存在的产品质量保证不会作为一个满意引子或动力来促使人购买,因为对电脑而言它不是一个来源的内在满意的引子。然而使用方便, ,对一个电脑买家会成为一个满意引子。根据这一理论,行销人员应避免不满意引子这可能开启他们的产品。他们也应该识别和供应的主要满意引子或能够促使消费者购买的动因,因为这些满意因素决定消费者会购买哪个品牌的电脑。
马斯洛的理论。亚伯拉罕马斯洛试图来解释为什么人们被特别需要驱动在特定的时期。他的理论是把人类需求排列在一个层次,从最最紧迫到最基本。按重要性的顺序来排列,这五个层次分别是是生理、安全、社会、尊重、和自我实现的需要。首先消费者将尽力满足最重要的需求,当这种需要的得到满足后,人会尽力满足处于第二个阶段的需要。马斯洛的理论帮助商家了解各个产品并制定具有针对性的计划、目标来满足消费者的生活。
3.可靠
优质的产品是顾客可以放心消费的基础。可靠实质上是消费者追求上乘质量的体现。因此名牌商品之所以倍受人们的信任,就在于它的质量可靠。
(二)感情动机
感情动机不能简单地理解为不理智动机。它主要是由社会的和心理的因素产生的购买意愿和冲动。感情动机很难有一个客观的标准,但大体上是来自于下述心理。
消费者行为学外文文献翻译
消费者行为学外文文献翻译(含：英文原文及中文译文)英文原文Psychological Factors Influencing Buyer BehaviorGeoff LancasterPsychological factors are the fourth major influence on consumer buying behavior (in addition to cultural, social, and personal factors). In general, a pers on’s buying choices are influenced by the psychological factors of motivation, perception, learning, beliefs, and attitudes.Importance of understanding customer motivesThe task of marketing is to identify co nsumers’ needs and wants accurately, then to develop products and services that will satisfy them. For marketing to be successful, it is not sufficient to merely discover what customers require, but to find out why it is required. Only by gaining a deep and comprehensive understanding of buyer behavior can marketing’s goals be realized. Such an understanding of buyer behavior works to the mutual advantage of the consumer and marketer, allowing the marketer to become better equipped to satisfy the consumer ’s needs efficiently and establish a loyal group of customers with positive attitudes towards the company’s products.Consumer behavior can be formally defined as: the acts of individuals directly involved in obtaining and using economic goods andservices, including the decision processes that precede and determine these acts. The underlying concepts of this chapter form a system in which the individual consumer is the core, surrounded by an immediate and a wider environment that influences his or her goals. These goals are ultimately satisfied by passing through a number of problem-solving stages leading to purchase decisions. The study and practice of marketing draws on a great many sources that contribute theory, information, inspiration and advice. In the past, the main input to the theory of consumer behaviour has come from psychology. More recently, the interdisciplinary importance of consumer behaviour has increased such that sociology, anthropology, economics and mathematics also contribute to the science relating to this subject.MotivationA person has many needs at any given time. Some needs are biogenic; they arise from physiological states of tension such as hunger, thirst, discomfort. Other needs are psychogenic; they arise from psychological states of tension such as the need for recognition, esteem, or belonging. A need becomes a motive when it is aroused to a sufficient level of intensity. A motive is a need that is sufficiently pressing to drive the person to act.Purchasing motivation is to make consumers to buy a commodity decision-making internal driving force, is a cause of purchase behavior ofthe premise, also is the cause of her behavior. Specific include the following aspects:(1) Rational motivationRational motivation some goods to consumers is a clear understanding and cognitive, of the goods in more familiar conducted based on the rational choice and make the purchase behavior. It includes:1. ApplyApply for a realistic performance psychological, consumer products is important to the most basic, most core functions. In the choose and buy goods, pay close attention to its technical performance, and appearance, the price, the brand of the added value of products on the second.2. The economyEconomic performance as a cream for psychological. By the comparison of several kinds of goods, in other conditions basic similar circumstances, this kind of customer to price appear quite sensitive, they are generally by price material benefit as the first element of choice.3. ReliableHigh quality product is the customer can rest assured the basis of consumption. Reliable is in essence a pursuit of high quality consumer reflect. So the brand name products has the trust of the people, just because it is reliable in quality.(2) feeling motivationFeeling motivation can't simply understand for not rational motivation. It is mainly composed of social and psychological factors arise willingness to buy and impulse. It is difficult to have a feeling motivation objective standard, but is substantially from the psychology.1. To show off psychologyThis kind of psychological in high income levels, more common. Income that they have the capital to show off, so in shopping on they will show their status and appreciate level. Many luxury brand manufacturers is seize the group psychological tendency, have introduced all kinds of expensive luxury goods.2. Compare psychologyComparison is a kind of psychological mutatis mutandis. In the same social groups inside, each member lists each other, who don't want to lag behind others. This kind of psychological on consumption appears to be a motive, others have what high-grade goods, own also must have.3. Conformity psychologyThis kind of psychological reflected in life circle, people want to follow in the circle the pace of most people. So that others think good products, own also followed approval; Others what to buy goods, oneself also can follow to buy.Psychologists have developed theories of human motivation. Three of the best known — the theories of Sigmund Freud, Abraham Maslow,and Frederick Herzberg— carry quite different implications for consumer analysis and marketing strategy. Freud’s theory. Sigmund Freud assumed that the psychological forces shaping people’s behavior are largely unconscious, and that a person cannot fully understand his or her own mo tivations. A technique called laddering can be used to trace a person’s motivations from the stated instrumental ones to the more terminal ones. Then the marketer can decide at what level to develop the message and appeal. In line with Freud’s theory, cons umers react not only to the stated capabilities of specific brands, but also to other, less conscious cues. Successful marketers are therefore mindful that shape, size, weight, material, color, and brand name can all trigger certain associations and emotions.Maslow’s theory. Abraham Maslow sought to explain why people are driven by particular needs at particular times. His theory is that human needs are arranged in a hierarchy, from the most to the least pressing. In order of importance, these five categories are physiological, safety, social, esteem, and self-actualization needs. A consumer will try to satisfy the most important need first; when that need is satisfied, the person will try to satisfy the next-most-pressing need. Maslow’s theory helps market ers understand how various products fit into the plans, goals, and lives of consumers.Herzberg’s theory. Frederick Herzberg developed a two -factortheory that distinguishes dissatisfiers (factors that cause dissatisfaction) from satisfiers (factors that cause satisfaction).the absence of dissatisfiers is not enough; satisfiers must be actively present to motivate a purchase. For example, a computer that comes without a warranty would be a dissatisfy. Y et the presence of a product warranty would not act as a satisfier or motivator of a purchase, because it is not a source of intrinsic satisfaction with the computer. Ease of use would, however, be a satisfier for a computer buyer. In line with this theory, marketers should avoid dissatisfiers that might unseal their products. They should also identify and supply the major satisfiers or motivators of purchase, because these satisfiers determine which brand consumers will buy.PerceptionA motivated person is ready to act, yet how that person actually acts is influenced by his or her perception of the situation. Perception is the process by which an individual selects, organizes, and interprets information inputs to create a meaningful picture of the world. Perception depends not only on physical stimuli, but al so on the stimuli’s relation to the surrounding field and on conditions within the individual.The key word is individual. Individuals can have different perceptions of the same object because of three perceptual processes: selective attention, selective distortion, and selective retention.Selective attention. People are exposed to many daily stimuli such asads; most of these stimuli are screened out— a process called selective attention. The end result is that marketers have to work hard to attract consu mers’ attention. Through research, marketers have learned that people are more likely to notice stimuli that relate to a current need, which is why car shoppers notice car ads but not appliance ads. Furthermore, people are more likely to notice stimuli that they anticipate —such as foods being promoted on a food Web site. And people are more likely to notice stimuli whose deviations are large in relation to the normal size of the stimuli, such as a banner ad offering $100 (not just $5) off a product’s list price.Selectively reserved. People forget much about what they have learned, but tend to retain information to support their attitudes and beliefs. Because of selective retention, we are all likely to remember information that is good and that we like about this product. We will forget to mention the advantages of the competitive products mentioned in the product. Selecting reservations explains why merchants use drama and repetition to convey information to the target audience.Consumer learning.When people do things, they will learn first. Learning involves personal behavioral changes. This is personal experience. The vast majority of human behavior is learning. Scientists believe that learning is driven by interactions, stimuli, clues, reactions, and reinforcement. Adriver is a strong internal stimulus that promotes action. Slightly stimulating the club is deciding when, where, and how a person responds. Let's say you buy an IBM computer. If your experience is worth it, your reaction to computers and IBM will be reinforced. Later, when you want to buy a printer, you can assume that because IBM computers do a good job, their printers should do well. The experience you have now extends to your similar stimulation to the outside world. An anti-universal discrimination ability, people learn to identify a set of similar stimulus differences and adjust the corresponding response. Using the learned theory, businesses can establish a certain amount of product demand, take a strong drive, use incentive signals, and provide positive reinforcement.Faith and attitudeThrough doing and learning, people gain beliefs and attitudes, which in turn affect their purchasing behavior. Belief is to describe a person having mastered something. Beliefs may be based on knowledge, opinions, or trust. They may or may not have emotional changes. Of course, manufacturers are very interested in people's beliefs, which are related to the products and services they provide. These beliefs constitute the concept of product and brand image, and their own idol of people's behavior. If some beliefs are wrong, consumers will curb purchases. Manufacturers hope to correct these beliefs by organizing an activity. The fact that is especially important for global manufacturers is that buyersoften hold different beliefs about whether they are brands or products, which is mainly based on the cultural origin of a country. Research found that, for example, the type of product changes with the place of production. Consumers want to know where these cars are produced rather than where they come from. In addition, the attitude of origin may change over time; for example, in Japan, the quality of its cars before the Second World War was very poor.A company has a number of options when its origin of the product changes to consumers. Companies can consider cooperating with foreign companies, and even get a better name. Another alternative is to hire a famous celebrity endorsement product. Or the company can continue to produce at the local factory but when a new strategy is adopted, the products produced have high quality to achieve world-class quality. This choice is true, such as Belgian chocolate and Colombian coffee. This is where South African wine merchants are trying to do the same and imitate them in order to increase their wine exports. The previous image of South African wines was not good, because in people's perception, their vineyard cultivation was primitive compared to other countries, and the grape-growing peasants continued to perform rough labor. In fact, the lives of South African wine farmers have improved their workers. “Wine is the origin of a product and we cannot succeed if South Africa does not look good,” said William Babb, an agricultural cooperative thatdominates the industry. Attitudes and beliefs are as important as they affect people's buying behavior. This kind of attitude is a person's lasting favorable and unfavorable evaluation, emotional feeling, which is a tendency towards something or ideas and actions. People almost have their own attitude toward everything: religion, politics, clothes, music, food. Attitudes put them in a frame where the mind likes or dislikes an object, moves toward or away from it.Attitudes lead people to perform fairly steadily toward similar goals. Because of the ideological attitude of saving energy, they are very difficult to change. Changing a single attitude may require major adjustments in other attitudes.Therefore, a company should be recommended to produce products that fit the company's existing attitude rather than trying to change people's attitudes. Of course, attempts to change attitudes occasionally succeed. Look at the milk industry. By the early 1990s, milk consumption had fallen for 25 years, because the general understanding was that milk was unhealthy, outdated, only for children, and then the National Fluid Milk Processor Education Program triggered millions of dollars in printed advertisements showing milk , V ery popular activities have changed attitudes, and in the process, milk consumption has rapidly increased. Milk producers have also established an online milk club, members promise daily and three glasses of milk.中文译文心理因素影响购买行为作者：Geoff Lancaster心理因素是第四重要影响消费者的购买行为(除了文化、社会和个人因素) 。
消费者行为学中英文对照外文翻译文献
消费者行为研究范式外文翻译文献(含：英文原文及中文译文)英文原文CONSUMER BEHA VIOR RESEARCH PARADIGM CONVERSIONPROCESSHenny LarocheStudy of consumer behavior more than a hundred years the history of the formation of the two paradigms - positivism and non-empirical study of consumer behavior represents the meaning of the basic achievements. Positivist paradigm to non-positivist paradigm shift represents a shift consumer behavior research, consumer behavior research is a revolutionary change. This paradigm shift, but also makes the assumption that consumer behavior research, research methods, study, basic knowledge of related disciplines, and many borrowed paradigm composition have changed dramatically. Background of this changing environment to promote the 20th century, 80 years after the world economic growth and prosperity, the industrial structure has undergone tremendous changes, purchasing power has been an unprecedented increase, the pursuit of individuality and freedom of consumers desire to become increasingly The more intense.I. A review of the transition process of consumer behavior research paradigmThe study of consumer behavior has taken initial shape in Adam Smith et al.'s classical economic theory; a preliminary system was formed in Marshall et al.'s neoclassical economics; consumerism was independent in the 1950s and 1960s. The form of discipline is separated from marketing. In its more than one hundred years of development history, its research paradigm can be summed up as positivism and non-positivism.Moreover, each paradigm breeds many research perspectives. Positivism includes rationality, behavior, cognition, motivation, society, traits, attitude and situational perspective; non-positivist paradigms include interpretivism and postmodernism. The root cause of the shift from positivism to non-positivism in consumer behavior theory is that researchers have changed the assumptions of consumer rationality. Early classical economics and neoclassical economics provided the first theoretical support for the theory of consumer behavior (in fact, the precursor of consumer behavior—the marketing is also born out of economics), and the “economic man” assumes spontaneously. “Infiltrating” consumer behavior research, which can be clearly seen from the theory of the early schools of consumer behavior theory (such as the concept of rationality, behavior) can clearly see the "economic man" rational shadow. However, the main body of economics research is the economic system of the entire society. The research object is also how theeconomic system realizes the coordinated operation, rather than the specific individual's purchase decision and behavior. Economics lays the initial foundation for the study of consumer behavior, but it cannot explain the complexity of consumer behavior. It places too much emphasis on the rational side of consumption and neglects the emotional side of consumption. Therefore, the "economic man" hypothesis restricts the further development of consumer behavior theory. The theory of consumer behavior has to absorb nutrition from other disciplines and describe consumer behavior in more detail. The prosperity of disciplines such as psychology, social psychology, sociology, and anthropology has provided new theoretical material for the study of consumer behavior theory. At this time, consumers are no longer simply based on cost-benefit analysis to pursue utility maximization of “economic people” but “social people”. Social and emotional factors influence their purchasing decisions. It is this transformation that has shaped the development of consumer behavior in the humanities and social sciences. After the 1980s, the sustained development of the world economy and the tremendous abundance of materials have made consumption increasingly a way of pastime and individuality; the proportion of service consumption in people’s consumption structures has been increasing, and service production has increased. The same characteristics as consumption also extend the customer consumption process to the production process, andthe consumer experience also becomes a source of customer value creation. At this point, the study of consumer behavior can no longer be limited to how customers make purchase decisions, but should focus on how consumers' desires are met. As a result, consumers have become “free people” who pursue personality development and release consumer desires. The conversion of the hypotheses of “economic man”, “social man” and “free man” promoted the conversion of consumer behavior theory from positivism to non-positivism.Second, the consumer behavior research under the positivist paradigmThe positivist paradigm of consumer behavior research is deeply influenced by the philosophy of Aristotle, a famous philosopher in the West. Kurt Lewin pointed out in the book Conflict and Comparison of Aristotle's and Galileo's Thought Patterns that Aristotle’s philosophical thoughts have influenced us and influenced the habits of scientific research. People are accustomed to understanding the law of development through laws and frequency of occurrence, and people like to explore the law of development with things that are stable and tendentious, and feel cold about the regularity of infrequent and exceptional things. Lewin said that when someone refers to a child's specific movement in a movie, the first question that psychologists think of is "Does all children have done this action? Or at least it is a common action. "Regularity is alwayscommon, which means that repeatability is an important indicator of whether a phenomenon or thing is worth studying."Positivism is based on Aristotle's thought as its philosophy of science. It assumes that consumers are rational, recognizable, and mentally stable. Their behavioral motivations can all identify controls and predictions. There are simplistic truths in real consumer practices; they emphasize scientific observation and testing, and they observe empirical The evidence, thus obtaining universal rules for predicting and controlling consumer behavior. Therefore, under the paradigm of positivism, the hypothesis underlying consumer behavior research is that consumer behavior is controlled by certain forces, and these forces largely exceed the scope of consumer self-control. The change in consumer behavior is not so much a reflection of the subjective will of consumers as it is the result of various internal and external factors. For example, the behavioral theory of consumer behavior holds that consumers' behavior is mainly caused by external environmental stimuli. Therefore, the hypothesis “the main or sole purpose of motive is to reduce cognitive inconsistency, maintain the balance of inner mind, and consumers always seek the inner balance of behavior”. From a certain point of view, this is also a concept of static behavior. As Firat commented: "Consumer behavior theory believes behavioral consistency and orderliness." Therefore, consumer behavioral characteristics (such ascognitive response, conditioning, personal characteristics, etc.) follow the "consumers are always pursuing "Intrinsic balance" hypothesis that researchers can predict some of the behavior of consumers, and the forecast results have significant implications for the marketing activities of the company.In short, in the positivist consumer research paradigm, consumers are just passive and passive objects. For example, the behavioral hypothesis assumes that consumers lack self-awareness, and therefore believes that through the influence of the environment, the company's marketing strategy can control and guide consumers. This is also a leap forward for people to attack the positivist paradigm, and consumer behavior is also In the fifties and sixties of the 20th century, it was an independent discipline. The positivist paradigm assumes that consumers are passive objects. In fact, this assumption is a serious departure from the customer-oriented marketing philosophy. The American Marketing Association reaffirmed at its 1988 theme conference: “In the study of consumer behavior that generates marketing knowledge, consumers have unfortunately been converted into laboratory guinea pigs, and they have become subjects of observations, interviews, and experiments.”It is precisely because positivism assumes that the consumer is an object that can be recognized, and therefore the consumer's consumption and experience process can be separated and can be subdivided intodifferent components. We can use various objective analytical methods to analyze the different components of the consumption and experience process. These methods mainly include standard questionnaire methods, experimental methods, and personality trait tests. However, these methods cannot fully analyze the rich consumer behavior. Because a certain element of a process is separated and then analyzed in detail, the complexity and interaction of the system are ignored. Braithwaite believes that the standard quantitative survey methods (such as the questionnaire method) will only limit the consumer's description of consumption, resulting in respondents responding negatively to various questions.Although there are quite a few criticisms, we should also see the consumption rules that are abstracted out using traditional methods, which predict and control consumer behavior: the conclusions drawn by some scientific investigation methods are credible within the scope of their observations. . In addition, the quintessence of the positivist paradigm of “creatively constructing consumer behavior theory” also promotes the development of marketing practices.Third, non-positivist-oriented consumer behavior researchThe study of consumer behavior in the non-positivist paradigm no longer treats consumers as passive responders but agents with psychological proactiveness. They have the ability to interpret andconstruct the consumer environment. For example, the concept of interpretation believes that consumer behavior is governed by the content and structure of the subjective will of consumers. Shaughnessy thinks: "In the interpretation of viewing, buying behavior cannot simply be calculated rationally based on the benefits and cost benefits that products can bring, but is a collection of individual experience sensations in the consumption process." Therefore, consumer behavior and decision-making basis It is an inherent subjective value system. The focus of research on consumer behavior in the perspective of postmodern consumer behavior research and interpretation is the subjective value, language, and rhetoric of consumers.Brown believes that in the marketing sense, the concept of interpretation differs from postmodernism in that the former assumes that man is an autonomous subject, a free mind, an individual capable of self-awareness. For example, humanism and phenomenology believe that consumers are internally consistent and rational and can determine their own consumer experience processes and values. Therefore, similar to the traditional view, the interpretation view also assumes that consumers have some of the nature that constitutes their essence. In addition, the concept of interpretation also emphasizes that consumers also have illusions, emotions, and the pursuit of pleasure to experience consumption. They believe that consumers always make internal and consistent statementsand subjective descriptions of the environment, thus making the environment more meaningful and More predictable; moreover, the subjective description of consumers is also assumed to be understood and shared by most people in society.Post-modernist consumerism holds that consumers do not have fixed or existing essential things to drive their behavior. Therefore, self-recognition and subjective feelings depend on specific contexts and atmospheres. These contexts and atmospheres are also affected by social roles among consumers. Therefore, the images and subjective feelings produced by consumption are often changed or transformed. They are influenced by variables such as consumers spending with whom, under what kind of consumption environment, and why. Postmodernism insists that consumer identity is intermittent, incomplete, and easily changeable. Firat believes that consumers' self-image, characteristics, and values are multidimensional, and they are unaware of the inconsistencies between constantly changing, self-contradictory values and lifestyles. Therefore, the outlook of postmodernist consumer behavior focuses on the creativity and self-governance ability that consumers have shown through their own different consumption and lifestyle to change their living environment.Through the analysis of the above-mentioned various perspectives, we can know that when consumers make purchase decisions, they not only focus on product utility, but also focus on the symbolic value of theproduct. The consumer goods' satisfaction with the material needs of consumers is merely an appearance, and what is more important is that we must pay attention to the symbolic value of the products. For consumers, consumption can produce two aspects of symbolic value: the self-identity value of self-identification of consumers and the social symbol value of social identity. In line with this, consumption plays an important role in creating and maintaining the personal and social environmental significance and value of consumers. Therefore, advertising is often seen as a major means of constructing and maintaining the symbolic meaning of symbols. These cultural meanings are often concentrated on the brand, so Elliot believes that brands are often the primary means used to create and maintain symbolism such as identity. Firat believes that this also reflects the conventional connection between consumer culture and human freedom: by changing the product to obtain different images, in order to obtain different self. This freedom to acquire a new image of self is the result of liberation from a single, inflexible, and traditional.However, the concept of interpretation and post-modern non-positivist paradigm have also been criticized in the following aspects: (1) Ignore the restrictive effects of non-discretionary factors on consumer behavior in consumer behavior. Thompson et al. pointed out that the postmodernist conception of consumption is based on an ideal hypothesis:consumers' consumption behavior is based on cultural constraints, historical constraints, and the status quo of actual material development. Therefore, the non-positivist paradigm places special emphasis on consumers' free choice of self-identifying image without any threat of uncertainty and fear. This assumption is clearly unrealistic. (2) Some scholars such as Foxall believe that non-positivist research methods essentially abandon the essence of science and always remove consumption from its content environment. Therefore, their viewpoints and conclusions cannot constitute a complete theoretical system that facilitates in-depth study and understanding. (3) Non-positivist research methods If the conclusions are not based on positivist research results, the explanatory power will be greatly reduced. Non-positivist research methods rely mainly on subjective subjective external proofs, and these interpersonal proofs require a positivist approach. In short, the notion of non-positivist paradigm and the perspective of postmodernism provide different research methods for the study of consumer behavior. They often discuss the major issues of marketing theory and practice from an abstract perspective, so the basic assumptions of these theoretical perspectives are The conclusions are puzzling and difficult to apply to marketer training and education.IV. Comparison and Enlightenment of Consumer Behavior Research ParadigmsObviously, non-positivism is also a response to empirical hegemonism. After World War II, positivism-oriented research methods became the mainstream method of consumer behavior research. Empirical, objective, and scientific procedures constitute the characteristics of the positivist paradigm. The consumer guided by this philosophy of science is a self-centered, self-conscious entity. Non-positivist-oriented research on consumer behavior (especially post-modernism) raises questions and criticizes the philosophical, cultural, and empirical foundations of positivist research. According to Firat and V enkatesh, “Positivism reduces consumer issues to include only simple two-dimensional categories like men and women, consumers and producers. It should be seen that the rationality of non-positivist assumptions, such as There are social, complex, irrational and unpredictable consumer subjects. These consumer characteristics are not only reflected in their purchase process, but also in the consumption experience and value perception, and have already formed the basis for consumption.”(1) Using a scientific attitude to view the confrontation between the paradigms of positivism and non-positivism. Just as Kuhn reflected on the first characteristic of the paradigm definiti on, “Their achievements have attracted an unwavering array of advocators who have separated them from other competing models of scientific activity.” Now, consumer behavior researchers have also launched fierce debates on the twoparadigms of positivism and non-positivism. In the natural sciences, the struggle of scientific theories and the rise and decline of paradigms are all very normal things. Actually, this phenomenon also exists in social sciences. Each theory needs ideas to prove its viability. For the time being, no matter which of the two paradigms in consumer behavior research is more suitable for the development of consumer behavior. We believe that the scientific attitude is the first. The emotional reaction to scientific research is not conducive to the development of science. True scholars are calm and should have a more comprehensive understanding of all research methods, compare their theoretical views with opposing theoretical perspectives, and verify whether they are established. The conclusions drawn either through positivist or non-positivist methods can be assumed to be correct until proven to be wrong.2 Science is a process of seeking truth. The ethnographic method in anthropology is a more scientific method of studying consumer behavior. Whether it is a positivist paradigm or a non-positivist paradigm, one of their commonalities is the pursuit of the authenticity of the research results. Scientific research itself is a kind of behavior seeking truth. It is no longer purely to use the consumer purchase process as the main research object, but should focus on the aspects of value acquisition and consumption. This has become the consensus of scholars. Using this broad behavioral perspective to study consumer behavior also means thatwe are required to look for consumers' actual consumption situations as much as possible, especially those that are meaningful to marketing activities. Some rigorous consumer behavior researchers believe that consumer behavior research should not adopt interviews or experiments, but should try to approach the original consumer behavior. Therefore, the ethnographic of anthropology should become a frontier method of consumer behavior research. It is a method that combines case studies, participation in observation, self-driven, and detailed description. Researchers should work hard to become a member of the consumer, practice it personally, and obtain a detailed record of consumer behavior. Of course, in the process of observing and exploring consumers' inner lives, including their inner activities, many problems will be encountered. These studies are all based on the self-statement of the consumer, and the credibility of the statement can be influenced by factors such as psychological self-defense and lies. In short, the premise of the ethnographic law is that the consumer is a complex person. Researchers want to obtain information about consumer behavior. They must go through in-depth interviews, group meetings, and project management techniques. Researchers should make detailed descriptions and observations of consumer behaviors, and use these “historical materials” to dig out the laws behind consumer behavior.中文译文消费者行为研究范式转换过程作者：Henny Laroche消费者行为学研究一百年多的发展历史所形成的两大范式——实证主义与非实证义代表着消费者行为研究的基本成就。
消费者行为学英文版第10版题库solomon_cb10_im_intro
INTRODUCTIONHOW TO USEThe Tenth Edition of Michael R. Solomon’s Consumer Behavior has a complete set of supplemental learning and teaching aids. The Instructor’s Manual plays a central role in organizing this package. This manual has been designed so the instructor can plan lectures, demonstrations, discussions, visual presentations, Internet exercises, and written assignments in a coordinated and efficient manner. All 14 chapters of the textbook have been carefully reviewed in order to develop the most logical and helpful manual for you, the instructor. Primary features of the Instructor’s Manual are described below. SUGGESTED SYLLABITwo sample syllabi are provided to help professors schedule their term. One is based on a quarter schedule and the other on a semester schedule.PROFESSORS ON THE GO!The Instructor’s Manual has a section entitled Professors on the Go! This section was created with the busy professor in mind. It serves to bring key material upfront in the manual, where an instructor who is short on time can take a quick look and find the chapter objectives and related activities and exercises that he or she can incorporate into the lecture, without having to page through all the material provided for each chapter. The material in the Professors on the Go! section is categorized by individual objectives for each chapter to facilitate teaching by these objectives.CHAPTER OBJECTIVESObjectives are listed clearly at the beginning of each chapter of the Instructor’s Manual. These objectives should be the focus as lesson plans are created. Chapter objectives are also matched to the review, application, and discussion questions; the cases; the Nielsen Nuggets; the additional support questions and the eLabs.COURSE LEVEL AND AACSB LEARNING OUTCOMES The review, application, and discussion questions; the cases; the Nielsen Nuggets; the additional support questions and the eLabs are also labeled with the course level learning outcomes and the AACSB learning outcomes they support.Course level outcomes are numbered as follows:1.Define consumer behavior and describe its influence on marketing practices2.Discuss why and how consumer research is conducted3.Describe the factors influencing whether or not consumers detect and attend tosensory marketing stimuli4.Summarize the major theories of learning and describe their marketing applications5.Describe the factors influencing consumers' recall of product information6.Explain the influence of the needs and cultural values of consumers7.Describe the relationship between a consumer's self-concept and consumer behavior8.Explain the relevance of the major theories of personality to consumer behavior9.Discuss the techniques marketers use to change consumers' attitudes10.Describe the stages of consumer decision making11.Discuss the influence of groups and word-of-mouth (WOM) communication12.Describe the effects of changing family structures on family decision making13.Describe the influence of social class and economics class on consumer behavior14.Explain how membership in ethnic, religious, and racial subcultures influencesconsumer behavior15.Explain how marketers can best appeal to members of different age subcultures16.Describe the relationship between modern-day rituals and consumption17.Explain why and how marketers must adapt marketing strategies to the globalmarketplaceAACSB learning outcomes are labeled. Included are the following: •Communication abilities.•Ethical understanding and reasoning abilities.•Analytic skills.•Use of information technology.•Dynamics of the global economy.•Multicultural and diversity understanding.•Reflective thinking skills.CHAPTER SUMMARYEach chapter of the textbook is summarized in the Chapter Summary. This section provides the instructor with a condensed version of the information included in the chapter.This material is consistent with the Chapter Summary material found at the end of each chapter in the text. This overview of the chapter material is especially helpful in planning chapter sequence presentation and any desired chapter combinations. In addition, this section may help the instructor plan introductory lecture remarks.CHAPTER OUTLINEThis section is the core of the Instructor’s Manual. This teaching outline is a thorough outline (specifically tied to the actual phrases and definitions used in the textbook) of the material included in the text chapters. This outline includes major and minor headings from the textbook. The instructor will notice special information sections that appear periodically in the body of the outline. This material is indicated with bold type and bold italics. The purpose of these information blocks is to indicate to the instructor where key material appears in the textbook and when to use teaching aids. It is recommended that the instructor carefully review the Chapter Outline before preparing a chapter lecture. This review will help in coordinating the learning activities that are available with the textbook. Remember that this Chapter Outline is a condensed summary of the text material; therefore, it is wise to use it along with the Test Item File when planning, developing, and constructing examinations or quizzes.Lastly, the instructor will find it useful to use the Discussion Opportunity text boxes that periodically appear in the Chapter Outline to aid discussion of the pertinent issues. The suggestions in these boxes are designed to prompt students to discuss the concepts that are being taught, as well as to provide examples that are not found in the textbook. Since this material does not appear in the textbook, it must be given to students firsthand. In most instances, the questions can be answered with a minimum of preparation and thought. These discussion opportunities are one of many discussion/activity-oriented features of this Instructor’s Manual and textbook designed to provide instructors with flexible options for making lessons interactive.Because it is virtually impossible to do everything that is included here in your course, a good way to use this Chapter Outline is to highlight the portions of the outline you would like to use in class, the questions you would like to pose, and the ancillary materials you will need. This helps to make a class flow more smoothly.End-of-Chapter Support MaterialThis section of the Instructor’s Manual supports features contained in the chapters of the textbook itself, as well as material available to students at the end of each chapter. SUMMARY OF SPECIAL FEATURE BOXESThroughout each chapter of the text, there are special feature boxes. These include Marketing Opportunity, Net Profit, CB As I See It, The Tangled Web, and Marketing Pitfall. The material in these sections is very helpful in illustrating some of the key concepts from the chapter. Thus, the instructor may wish to focus on selected special features as a part of class material. This section lists all special feature boxes found in the chapter and highlights their contents in brief.REVIEW QUESTIONSThe review questions found at the end of each chapter in the textbook are designed directly around material contained in the text. The Instructor’s Manual includes all the questions and their answers, which, for the most part, are taken directly from the textbook. CONSUMER BEHAVIOR CHALLENGEThese questions are meant to challenge the students’ understanding of chapter material and to enable them to develop an ability to creatively use the chapter material to solve problems. The questions may be used purely for discussion (if so, they might be assigned in advance of the discussion), they can be given to selected students for in-class presentation, they can be used as short essay questions on in-class quizzes or on formal examinations, or they can be used by the students to enhance the chapter summary. It should be noted that because of the nature of these questions, there is no “right” answer. Thus, the responses that are provided are merely ideas for what students might come up with, as well as directions for instructors to guide discussion.These questions are given in two sections, Discussion and Application. Some of the Discussion questions are designed to be presented to students in class. The Application questions are designed to be given as more involved out-of-class assignments. The textbook includes only the questions, while the Instructor’s Manual contains the questions and comments/responses for each question. Note that proper placement of a discussion question is up to the instructor; however, placement suggestions do appear in the Chapter Outline section.CASE STUDY TEACHING NOTESThis section is designed as a supplement for the cases found at the end of each chapter. Included is a brief summary, suggestions for presenting the case, and suggested answers for the discussion questions.NIELSEN NUGGET TEACHING NOTESThis section is designed as a supplement for the Nielsen Nugget analysis exercises found at the end of selected chapters. Included here is a brief summary, the challenge presented in the exercise, and suggested answers for the discussion questions.Additional Support MaterialThe material found in the Additional Support Material section, including the eLabs, is available only in the Instructor’s Manual. In this version of the Instructor’s Manua l, there are suggestions for things to look for in student projects where applicable. As with the suggested responses to the Consumer Behavior Challenge questions, the notes that are provided are ideas for what students might come up with or directions for instructors to guide discussion, where applicable.STUDENT PROJECTSThis section suggests several projects that may be assigned to the students for a specific class or for several class periods (a term project). These projects may be assigned to individuals (Individual Projects) or to groups (Group Projects). The instructor may require that the material be analyzed in a written format or just as discussion motivators. Instructors might consider assigning two or three students or a group of students to do one or more of the Student Projects assignments for each class period. Ask the students to be ready to give a short oral presentation on the assigned topic at the beginning of class. This gets students more deeply involved in the class and gives them opportunities to work on their oral skills. You might also ask them to turn in a short paper (one or two pages) so they can also practice their writing skills. Many of these projects can be done on the Internet (which also gives them practice with their research skills). If given proper credit, the students will also see that they can earn extra points to help them over the rough spots on exams.Most instructors find that by having a few students bring in fresh ideas to each class, the class becomes more enjoyable, engaging, and personalized. Remember that when assignments are made with plenty of lead-time, students tend to do a better job. Because this often presents a challenge in the first several class meetings, some of the earlychapter projects might be pushed back to the second week of class. The estimated amount of time to complete the projects is noted.eLABsThis section of the Additional Support Material section allows the instructor to explore Consumer Behavior issues via the Internet. These projects may also be assigned to individuals (Individual Assignments) or to groups (Group Assignments). These assignments should be given in advance and then covered in class at the discretion of the instructor. Because of the rapidly changing nature of the Internet, please confirm beforehand that the URLs given are still active and that the material on the Web site is relevant to the project given.FINAL NOTEThe Solomon team wishes to thank you for adopting the Tenth Edition of Consumer Behavior and hopes this supplement will aid you in creating an exciting learning experience for your students.。
消费者行为学(Consumer Behavior) (10)..
CONSUMER BEHAVIOR
Fourth Edition Michael R. Solomon
Chapter 9
Individual Decision Making
Copyright 1999 Prentice Hall
Stages in Consumer Decision Making
9-5
Problem Recognition Occurs Whenever the Consumer Sees a Significant Difference Between His or Her Current State and Some Desired or Ideal State.
Consumer’s Ideal State
>Internal Search - Memory Scan to Assemble Information. >External Search - Information Obtained from Advertisements, Friends, or People Watching.
Information Searches
Infrequent Purchasing High Consumer Involvement Unfamiliar Product Class and Brands Extensive Thought, Search, and Time Given to Purchase
Problem Recognition
Consumer’s Actual Sቤተ መጻሕፍቲ ባይዱate
Copyright 1999 Prentice Hall
Information Search
消费者行为学中英基本概念
消费者行为学核心概念的中英文对照表1.差别阈限differential threshold2.最小可觉察差别just noticeable difference3.韦伯定律Weber’s Law4.阈下知觉Subliminal perception5.知觉警惕perceptual vigilance6.知觉防御perceptual defense7.知觉地图perceptual map8.消费者行为学consumer behavior9.Role theory 角色理论10.重度使用者(频繁使用者) heavy user11.关系营销relationship marketing12.Global consumer culture 全球营销文化13.经典性条件反射classical conditioning14.非条件刺激Unconditional stimulus15.正强化positive reinforcement16.光环效应halo effect17.刺激泛化stimulus generalization18.操作性条件反射instrumental conditioning19.条件刺激Conditional stimulus20.负强化Negative reinforcement21.Masked branding 品牌伪装22.刺激甄别Stimulus discrimination23.复兴品牌retro brand 24.心理需要psychogenic needs25.Utilitarian needs 功利需要26.Expectancy theory 期望理论27.Approach-approach conflict 双趋冲突28.终极价值观terminal values29.Consumption-specific values 消费特定价值观30.价值观列表list of values31.产品介入product involvement32.Approach-avoidance conflict 趋避冲突33.工具性价值观instrumental values34.Product-specific values 产品特定价值观35.绿色消费green consumption36.Avoidance-avoidance conflict 双避冲突37.大规模定制mass customization38.崇拜式产品cult product39.互动式营销interactive mobile marketing40.Cultural values 文化价值观41.Consumption microcultures 消费微文化42.Means-end chain model 手段目的链模型43.自我概念self-concept44.身份营销identity marketing45.Self-esteem 自尊46.延伸自我extended self47.自我意识self-consciousness48.自我意象一致模型self-image congruence models49.Gender socialization 性别社会化50.形体意象body image51.品牌个性brand personality52.品牌资本brand capital53.Brand equity 品牌资产54.价值观与生活方式系统values and lifestyle system55.生活方式lifestyle56.生活方式营销观点lifestyle marketing perspective57.身份文化status culture58.Symbolic community 象征性团体59.消费者群体consumer group60.联合品牌策略co-branding strategies61.认知一致性原理principle of cognitive consistency62.自我知觉理论self-perception theory63.社会判断理论Social judgment theory64.认知失调理论theory of dissonance65.得寸进尺技术foot-in-the-door technique66.多属性态度模型Multiattribute attitude models67.态度功能理论functional theory of attitudes68.Attitude toward to the advertisement 对广告的态度69.态度追踪attitude tracking70.按次计费pay-per-view71.Fake blogs 假博客72.Theory of trying 尝试理论73.Sleeper effect 睡眠效应74.Permission marketing 许可营销75.信息源可信性source credibility76.source attractiveness 信息源吸引力77.平衡理论balance theory78.双因素理论two-factor theory79.非真人的代言人——Nonhuman Endorsers80.文化含义cultural meaning81.Match-up hypothesis 匹配假说82.知识偏见knowledge bias83.Reporting bias 报告偏见84.Halo effect 晕轮效应85.广告疲劳advertising wear-out86.双因素理论two-factor theory87.支持性论述supportive arguments88.Refutational arguments 反驳性论述89.比较式广告comparative advertising90.精细加工可能性模型elaboration likelihood model91.Peripheral route 外围路线。
消费者行为学第10章
Applications in Consumer Behavior
The Mercedes-Benz ad provides an excellent example of targeting women high in need for assertion They are competitive achievers, seeking success, admiration, and dominance. Important to them are power, accomplishment, and esteem.
Need for Reinforcement (passive, external)
McGuire’s Psychological Motives
4. Affective Growth Motives
果断的需要 很多人是竞 争导向的，他们追求成 功，受人仰慕和支配他 人。 亲密和谐的人际关系的需要
10.2.2基于多重动机的市场营销策略
Marketing Strategies Based on Multiple Motives
McGuire’s Psychological Motives
2. Cognitive Growth Motives 自主的需要
Need for Autonomy (active, internal)
求新猎奇的需要
目的论的需要 消费者是形式的匹配者，他 们将所期望的产出或结果的 形象，与现有的状态进行对 比，并改变自己的行为使得 结果朝着理想的状态靠拢。
10.2动机理论和营销策略Motivation
Theory and Marketing Strategy
Consumers do not buy products; instead they buy motive satisfaction or problem solutions. Managers must discover the motives that their product and brands can satisfy and develop marketing mixes around these motives.
消费者行为学英文版最新版教学课件第10章
10-3
Learning Objective 1
• Marketers often need to understand
consumers’ behavior rather than a consumer’s behavior.
10-4
Roles In Collective Decision Making
Sex-role stereotypes Spousal Resources
Experience Socioeconomic Status
10-27
Heuristics in Joint Decision Making
• Synoptic ideal: the couple takes a
common view and act as joint decision makers
having children or not might affect the choices a couple makes. What do such variations mean for marketers?
• Groceries • Cars • Vacations
10-22
Learning Objective 5
purchasing. How do decisions differ within each class?
10-12
Learning Objective 3
• Our traditional notions about families are
outdated.
10-13
For Reflection
• Pets are treated like family members • Pet-smart marketing strategies:
消费行为学中英文翻译
一、消费者行为学是研究消费者在获取、使用、消费何处置产品和服务过程中所发生的心里活动特征和行为规律的科学。
A, consumer behavior is the study of consumers in the acquisition, use, disposal of consumer products and services what what occurs during heart activity characteristics and behavior rules of science二、消费者行为学研究的意义，原则及研究方法：Second, consumers' behavioral research significance, principles and methods:1、企业营销活动的市场基础与决策依据；1，the enterprise markrting activities of market foundation and decision making basis,2、消费者科学消费的前提条件；2, consumer scientific consumption precondition,3、国家宏观经济政策制定的依据。
3, national macroeconcmic policy basis.消费者行为学的研究原则主要包括：Consumer behavior research principles mainly include:1.理论联系实际原则1. The theory with practice principle消费者行为学虽然是一门源于对实践的观察和测量基础上的学科，但是它仍然需要在营销活动中加以检验，这样才能更好的指导企业的营销策划。
Although it is a door of consumer behavior is originated from the practice of observation and measurement based on the subject, but it still needs in the marketing activity to examine, in order to better guide enterprise's marketing planning.2.发展的原则2. Development principles一切事物都是变化发展的，唯一不变的就是变化本身，所以消费者的心理及行为也不例外。
消费者行为学重点之英汉对照
课程消费者行为学（双语）对照1.The theory of Maslow's hierarchy of needsphysiological needsesteem needsSociety needsself-realization needs2.The driving force within individuals that impels them to action.SatisfyNeedsMotivationaction3.a specific goal; substitute goal4.Personality and selfthe inner Psychological characteristics that both determine and reflect how a person responds to his or her environment.self-image or perception of self, are very closely associated with personality5. id, superego, and EgoThe id was conceptualized as a warehouse of primitive and impulsive drives---basic physiological needs such as thirst, hunger, and sex----for which individual seeks immediate satisfaction without concern for the specific means of satisfaction.The superego is conceptualized as the individual’s internal expression of society’s moral and ethical codes of conduct.The ego is the individual’s conscious control. It functions as an internal monitor that attempts to balance the impulsive demands of the id and the sociocultural constraints of the superego.6. The bipolarity of Emotionstrong and weakpositive and negativetension and easiness7. bias of social perceptionfirst effect（近因效应）Recency effect（近因效应）halo effect（晕轮效应）Mental set（心理定势）、刻板印象、投射效应、期望效应等8. The characteristic of consumer attitudesStability稳定性leared习得性object对象性Implicit内隐性V ariability可变性9. type of Customer loyalty includescognitive loyalty认知性忠诚affective (emotion) loyalty情感性忠诚intentional loyalty意向性忠诚behavioral loyalty行为忠诚10. components of Consumer loyalty includesconsciousness composition (attitude)behavioral components (behavior)11. The basic reason for the formation of consumer loyaltycompletely satisfactorythe product qualityservicepricebrand image12. The core of the brand should be instead of , because the use value of the product and interest would change constantly, with strong effectiveness.Brand loyaltyProduct loyalty13.The major premise of this theory is that consumers are more likely to carefully evaluate the merits and weaknesses of a product when the purchase is of ( ) relevance to them.14.Major consumer reference group include:FamilyfriendsSocial classone’s own cultureOther culture15.the nature of personality.Personality reflects individual differences.Personality is consistent and enduring.Personality can change.16.Criteria for effective targeting of market segmentidentifiablesufficientstable or growingaccessible(reachable) in terms of both media and cost17.the ways of improving customer satisfaction.To take the real consumer as the center.To motivate employees' successful services and progress.To pay attention to the internal employees and improve employees' satisfaction.To pay attention to customer satisfaction, rather than the simple sales.18.the way of improving customer loyalty.To improve the quality of the product uninterrupted.To provide services in quality.To present the lower consumer cost.To eliminate the consumer dissatisfaction.To improve the exit barrier of consumers.To improve employee satisfaction.To create a good brand image.19. The members of the family in the purchase decision-making roleInfluencers, buyers, decision makers, communicators, information provider20.mainly respects that Consumers emotional performance:emotion can affect consumers' motivation and attitude;it can affect the activities of consumer ;it can influence consumers' physical;it can affect consumers' cognitive ability.21.types of consumer purchase motivations:。
消费者行为学（双语或中英文结合）课程homework
消费者⾏为学（双语或中英⽂结合）课程homework HomeworkWeek 11.How to improve the level of bilingual teaching?2.Share your indelible shopping experience with other classmates. Week 2 and 31.Identify the differences of male and female in sensory systems.2.Assume that you are a consultant for a marketer who want to design a package for a new children milk market, what recommendations would you provide in terms of such package such as color, symbolism, and graphic design? Give reasons for your suggestions.3.Select one ad and explain why it captures your attention, and interpret what factors can cause consumers’ attention.4.Imagine a romantic evening, which 10 words would you think of?And please design 5 romantic scenes in terms of these 10 words.5. Share effective memorizing skills and examples with other classmates. Week 4 and 51.Describe the feminine in the eyes of boys and masculine in the eyes of girls.2.Which factors can influence your characters?3.Role acting: when choleric male consumers meet depressed female promoter…4.Give some examples to illustrate how to construct a brand personality.Week 61.Devise different ads for “Nokia”mobile phone in terms of different hierarchies of the Maslow needs2.What this word “cool”mean to you? Do you want to be a cool people? Why or why not?3.Case analysisWeek 7 and 81.List three functions performed by attitudes, give an example of how each function is employed in a marketing situation.2.Think of a behavior you do is inconsistent with your attitudes, and explore why do you do so3.Construct a multi-attribute model for some restaurants nearby, based your finds , suggest how restaurant managers can improve an establishment’s image.4.How to change others to your attitudes and you to others attitudes Week 91.If people are not always rational decision makers, is it worth the effort to study how purchasing decisions are made? What techniques might be employed to persuade irrational consumers?2.Why is it difficult to place a product in a consumer’s evoked set after it has been rejected? What strategies might a marketer use in order to accomplish this goal?3.Aim to the market of flowers, books, and cloths, how to find and evoke the college students’problems.4.Think of a product you recently shopped for online, describe your search process, how did you become aware that you wanted the product , how did you evaluate alternatives? Did you wind up buying online?Week101.Discuss some of the motivations for shopping. How might a retailer adjust its strategy to accommodate these motivations?2.How to a manager deal with the consumers’complainants?/doc/ca18948438.htmling table 10.1 (P225)as a model, construct a person/situation segmentation matrix for a brand of perfumeWeek 11/doc/ca18948438.htmlsome products or services that are used by your social group. State whether you agree or disagree with the notion that these products help to form group bonds. Supporting your argument with examples .2.Identify fashion opinion leaders on your campus. What characteristics do they have ?3.Under what conditions do we compare with similar and Under what conditions do we compare with dissimilar others? How might this dimensions be used in the design of marketing appeals?Week121.Collect ads for three different product categories in which the family is targeted. Find another ads for different brand of the same items in which the family is not featured. And compare the effectiveness of the two approaches.2.Discuss the change of family in future. And how it will influence the marketing strategy?3.Interpret one family purchasing and discuss the role that every members play?Week 131.We can think of culture as a society’s personality, if your culture were a person , how would you describe it?2.what consuming cultural value will the most possibly influence these products and services: foods, movies, and tourism? Week141.Collect ads to describe consumers in different social class, and analyze the characters of the people and the media.2.What kind of social class do the Parkson and Wal-Mart want to appeal? And what marketing strategies do they make? Do you think they have succeed? Why or why not?Week 151.What are the basic differences between a fad, a fashion, and a classic? Provide examples of each.。
消费者行为学 第2版 英文教师手册im Ch10 Teaching Notes-tc
Chapter 10Product Consideration, Evaluation, and ChoiceOutlineChapter ObjectivesChapter SummaryTeaching SuggestionsOpening VignetteThe Consideration Set: Determining Choice AlternativesInfluencing the Consideration SetConstructing Evaluations to Make ChoicesStimulus-Based, Memory-Based, and Mixed ChoiceAttitude- Versus Attribute-Based Choice StrategiesChoice Based on Heuristic ProcessingPrediction HeuristicsChoice HeuristicsReview and Discussion QuestionsChapter ObjectivesAfter studying this chapter, you will be able to...Objective 1—Explain the stages of consumer choice.Objective 2—Describe several marketing techniques for influencing consumers’ consideration sets.Objective 3—Define stimulus-based, memory-based, and mixed choice.Objective 4—Explain the MODE model.Objective 5—Explain how many different heuristics or shortcuts are used to simplify prediction and choice.Chapter SummaryConsumer choice involves choosing one brand from a set of products. The set of products that consumers think about and evaluate—the consideration set—usually consists of fewer than seven brands, but the best brand is not always included in the consideration set. The more consumers think about some brands, the more difficult it is to think about other brands (the part-list cuing effect). Moreover, a given brand can seem attractive (the attraction effect) or unattractive depending on what other brands are included in the consideration set. Compromise brands, or brands that are average on multiple dimensions, often have an advantage over brands that are good on some dimensions and bad on others (the compromise effect). Attraction and compromise effects are often more pronounced when consumers feel the need to justify or explain their decisions to themselves or others.After the consideration set has been determined, consumers need to evaluate the differences in features and attributes between the considered brands in order to make a choice. When consumers can directly and physically observe all relevant brands in the consideration set and the brand attributes, they make a stimulus-based choice. But when brand alternatives are drawn from memory, choice is memory-based. Mixed choice combines both stimulus-based and memory-based choices. In addition, choice often involves focusing on differences among brands and using these differences as reasons or justifications for making decisions. These differences may be general (attitude-based choice) or specific (attribute-based choice), depending on the accessibility (salience in memory) and the diagnosticity (relevance) of the information used as a basis for choice.Choice heuristics are mental shortcuts that simplify difficult decisions. Consumers use many different choice heuristics. Sometimes consumers focus on only one attribute (the lexicographic heuristic), and sometimes consumers eliminate brands that do not have a desired feature (the elimination-by-aspects heuristic). On other occasions, consumers compare two brands at a time and subtract the difference in the values of the attributes (the additive-difference heuristic). In other circumstances, consumers can focus on only one brand and choose the brand if it is satisfactory on all attributes (the conjunctive heuristic) or satisfactory on one attribute (the disjunctive heuristic). Finally, consumers may simply add up a product’s good and bad features and choose the best overall brand (the frequency of good and bad features heuristic). Choice heuristics can lead to poor decisions when consumers overlook important information. Nevertheless, consumers are often forced to use choice heuristics when information overload, time pressure, or other stresses increase the difficulty of decision making.TEACHING NOTESTeaching Suggestions1. Ask a student which pizza places he or she would recommend to friends visiting from out of town. If the student recommends only one place, then brand loyalty may be evident. However, the student will probably recommend more than one place but no more than nine places. You can use this example to illustrate memory- vs. stimulus-based choices. Memory-based consideration sets typically include fewer brands than stimulus-based consideration sets. You can demonstrate this by bringing a copy of the Yellow Pages with you or conducting a quick search on the Internet to show just how many different pizza places exist in the area (many more than nine, most likely). Then, ask if there are additional restaurants that the student might recommend.2. Have students go to a grocery store and locate several products that come in three different sizes. Ask them to observe if marketers are using a compromise effect as a strategy with these brands.3. This chapter provides an opportunity to demonstrate some of the choice heuristics: lexicographic, elimination-by-aspects, conjunctive, additive-difference, and frequency of good/bad features. Ask students to consider the three brands below, rated 1-7 on four key attributes, where 1 is the worst rating and 7 is the best rating. Importance weights (weight) for the four attributes are provided, as are the minimum requirements for each attribute (minimum).Ratings from 1-7Attribute weight Brand A Brand B Brand C Minimumstyle 0.30 4 1 7 4color 0.20 4 5 2 4comfort 0.25 4 5 2 4durability 0.25 4 5 2 51.00Next, demonstrate that Brand A would be chosen if a consumer used a multi-attribute model (e.g., information integration) to compute overall ratings. Interestingly, Brand A has no real competitive advantage because it is rated 4, or average, on each attribute, while Brand B is above average on every attribute except style, and Brand C is the opposite.Multi-attribute ModelBrand A Brand B Brand C1.20 0.302.100.80 1.00 0.401.00 1.25 0.501.00 1.25 0.504.00 3.80 3.50The conclusion is similar using an additive difference heuristic. Comparing brands A, B, and C, one at a time, by subtracting differences and multiplying the differences by importance weights, Brand A is superior to both Brands B and C, and Brand C is dominated by A and B.Additive-DifferenceA vs.B B vs.C A vs. C0.90 −1.80 −0.90−0.20 0.60 0.40−0.25 0.75 0.50−0.25 0.75 0.500.20 0.30 0.50Next, show that Brand C would be chosen if a consumer employed the lexicographic heuristic. Although Brand C performs poorly in three of the four attributes, it is rated highest (7) on the most important attribute (style), which comprises 30% of the overall weight. Finally, demonstrate that no brand would be selected if a consumer used the conjunctive heuristic, because none of the three brands meet the minimum requirement on all four attributes. This may lead to an interesting discussion about how consumers’ respond when the market doesn’t meet their needs. They can:1. Postpone their purchase until a new product meets their requirements2. Reduce their minimum requirements, i.e., compromise their standards3. Reconsider their ratings and increase the scores until a brand meets the minimum criteria4. Get out of the market altogether by changing product categories.By comparing the outcomes of several heuristics, students will see different brands may be chosen depending on which heuristic or decision model is used.Opening VignetteThe opening vignette describes a typical situation where a consumer may be faced with a plethora of choices in a given product category. Often when consumers are faced with too many choices, they try to simplify by using shortcuts or “rule s of thumb,” called heuristics. The Consideration Set: Determining Choice AlternativesIt is important to note that consumers employ a variety of decision-making processes, depending on the nature of the task, as well as motivation, ability, and opportunity to process the information.▪ A consideration set is the group of brands that consumers think about buying when they need to make a purchase.▪The brands included the consideration set can come from:1.An evoked set of brands2.Brands discovered during external information search3.Point-of-purchase informationInfluencing the Consideration SetAs the number of brands in the consumer’s consideration set increases, the likelihood of a brand being chosen decreases. Accordingly, marketers try to limit the number of competitors’ brands in the consideration set.1. Part-list cuing involves presenting the names of just some brands whenconsumers are trying to recall as many brands as possible.▪As a partial list of brands becomes more strongly connected with theproduct category, it becomes difficult for the consumer to think of otherbrands.2.The attraction effect occurs when a target brand appears more desirable because itis compared to inferior brands within the same cluster, or subgroup.3.The compromise effect occurs when a middle-of-the-road brand appearsacceptable on all features and is chosen over brands that offer good and badfeatures.▪The compromise brand seems like a safe choice.▪The probability of buying a compromise brand increases when consumers are concerned about making a bad decision.▪Figure 10.2 provides a graphical representation of the attraction andcompromise effects.Constructing Evaluations to Make ChoicesConsumer choice involves selecting one product or brand from a set of possibilities. Marketers must understand three critical issues:1. The brands in the consideration set2. The types of information used to detect and evaluate the differences among theconsidered alternatives3. How this information is ultimately used in the choice process▪Stimulus-based choice involves consumers directly and physically observing all relevant brands in the consideration set and their brand attributes.▪Memory-based choice is a situation where none of the relevant brands and attributes is directly and physically observable.▪Mixed choice is a situation where consumers can see some brands but must rememberothers.▪Attitude-based choice occurs when consumers form overall evaluations and general impressions of brands.o Consumers typically rely on attitudes when drawing information frommemory.o Attitude-based choice can occur only if consumers have previously formed attitudes toward a brand.▪Attribute-based choice occurs when consumers compare the specific attributes or features of each brand.o When brands are similar and information is diagnostic, attribute-based choice is preferable.o In general, attitudes are more accessible, and attributes are more diagnostic.▪The MODE model holds that motivation and opportunity will determine the processes that influence consumer choice.o When motivation and opportunity are high, consumers are likely to deliberate and use attribute-based choice.o Figure 10.3 provides a graphical representation of the MODE model.Choice Based on Heuristic ProcessingWhen consumers think carefully about decisions, using all relevant information and considering all implications, they are engaging in systematic processing. In contrast, when consumers are unwilling or unable to use careful and effortful decision-making strategies, they are using heuristics that enable them to make decisions quickly and easily.Persuasion Heuristics1.The length-implies-strength heuristic suggests “size matters.”2.The liking-agreement heuristic is based on the assumption that consumers usuallyagree with people they like3.The consensus-implies-correctness heuristic is synonymous with “the bandwagoneffect.”Prediction HeuristicsGood consumer decision making often requires accurate probability or likelihoodjudgments about events, such as accurate predictions about future productperformance.1.The representativeness heuristic involves consumers making predictions based onperceived similarities between a specific target and a general category.▪Private store brands often package their products in boxes with graphics similar to national brands, hoping that the similarities will lead consumers topredict that the store brands will perform similarly to leading national brands.2.The availability heuristic is used by consumers to make predictions based on howeasily they can retrieve information from memory.▪Events that are highly memorable because of media exposure, frequent exposure, or recent exposure, are easily recalled.3.The simulation heuristic is used by consumers to make predictions based on howeasily an event or a sequence of events can be imagined or visualized.▪If an event or sequence of events is easy to imagine, it tends to beoverestimated. If an event or sequence of events is difficult to imagine, ittends to be underestimated.4.The anchoring-and-adjustment heuristic involves consumers making predictionsbased on a first impression or an initial judgment (or anchor) and then shifting(adjusting or fine-tuning) this judgment upward or downward depending on theimplications of the imagined possibilities.▪Consumers rarely adjust enough, and as a result, final judgments tend to be too close to initial judgments.▪Figure 10.4 provides examples of the prediction heuristics.Choice Heuristics1.The lexicographic heuristic (or single-attribute heuristic) involves comparing allbrands on one key attribute, such as price, size, weight, reliability, durability,calories, sugar, etc., and choosing the brand that performs the best on that singleattribute, while generally ignoring the other attributes.2.Consumers using the elimination-by-aspects heuristic reject all brands that do nothave a key feature they want.3.The additive-difference heuristic compares two brands at a time, one attribute at atime, and subtracts the evaluative differences. This heuristic requires more effortbecause arithmetic is used. However, more effort can lead to better decisions.4.The conjunctive heuristic involves setting minimum values for all relevantattributes and selecting the first brand that meets this value for each attribute.5.The disjunctive heuristic sets an acceptable value, rather than a minimum value,for all relevant attributes. Consumers select the first brand that meets this value on one particular attribute—which is not necessarily the most important attribute.6.The frequency of good and bad features heuristic involves counting the number ofgood and bad product features and choosing the brand with the greatest difference between the two.Answers to Review and Discussion Questions1.How can marketers increase the likelihood that their brands will be included inconsumers' consideration sets?Salient and vivid promotional campaigns and wide distribution networks increase brand awareness, which increases the likelihood that a brand will be included in consumers’ consideration sets.2.How can marketers use the part-list cuing effect to decrease the likelihood thatcompetitors' brands will be included in consumers' consideration sets?Mentioning some competing brands by name makes it difficult to think of otherunmentioned competing brands.3.Why does the trade-off contrast effect occur?Trade-offs are often difficult to make, so consumers often use trade-offs betweenattributes on multiple brands to help them decide what trade-off level seems reasonable.4.Describe a situation in which you purchased a compromise brand. Why doescompromise seem like such a compelling reason on which to base a choice?Purchasing a brand that is average in price and quality is easy to justify to oneself and others. If an average brand is adequate, why pay more for a fancier brand?5.How does the availability heuristic influence how consumers make predictions aboutproducts?Easy-to-remember events seem likely, and difficult-to-remember events seem unlikely. If it is easy to remember many successful prior experiences with a product, consumers predict that future successful experiences are likely as well.6.How might the law of large numbers be related to word-of-mouth marketing?Word-of-mouth marketing is simply when marketing messages, product information, and/or peoples’ opinions of the product are passed from person to person throughinformal conversation. A large number of satisfied customers implies that a product must be a good product.7.When are consumers likely to use a choice heuristic? When are they unlikely to do so?Consumers are likely to use choice heuristics when involvement is low, choice difficulty is high, or risk is low. Consumers are unlikely to use choice heuristics when involvement is high, choice difficulty is low, or risk is high.8.Choice heuristics are often noncompensatory. Explain what this means and explainhow this can lead to bad choices.A noncompensatory choice heuristic means that a good attribute cannot compensate ormake up for a bad attribute. Whenever consumers overlook some attributes, they may make a bad decision that they might later regret.9.Some choice heuristics involve comparing several brands on the same attribute or setof attributes. Describe a situation in which you used one of these choice heuristics.Consumers often compare many brands on price before making a purchase decision.Other important attributes could be used as well.10.Some choice heuristics involve focusing on one brand at a time rather than makingcomparisons across brands. Describe a situation in which you used one of these choice heuristics.Consumers often consider only one brand when making a purchase decision, even when that decision is major. If the first brand considered seems adequate, consumers often choose that brand rather than look further.Answers to Short Application Exercises and Managerial Application Challenges Student responses, answers, and examples will vary on these open-ended Short Application Exercises and Managerial Application Challenges.。
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影响
6
影响参照群体重要程度的维度
所购物品是公开消费还是私人消费 所购物品是奢侈品还是必需品
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Relative Reference Groups’ Influence on Purchase Intention 参照群体对购买意向的相关影响
PRODUCT
参考群体对产品购买的
弱影响（—）
参考群体
对品牌选
公共必需品
择的强影 影响：产品弱影响，品牌强影响
响（＋） 实例：手表、汽车、男士套装
参考群体对产品购买的 强影响（+）
公共奢侈品 影响：产品强影响，品牌强影响 实例：高尔夫俱乐部、滑雪、帆船
BRAND
参考群体 对品牌选 择的弱影 响（—）
私人必需品 影响：产品弱影响，品牌弱影响
Ch10 Group Influence and Opinion Leadership
Reference Groups Word-of-Mouth Communication Opinion Leadership Summary Questions
ቤተ መጻሕፍቲ ባይዱ
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10.1 参照群体Reference Groups
实例：床垫、落地灯、冰箱
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私人奢侈品 影响：产品强影响，品牌弱影响
实例：电视游戏、制冰机
8
参照群体在何时是重要的
When are reference groups important?
参照对象的力量（referent power） 信息力量（information power） 合法力量（legitimate power） 专家力量（expert power） 奖赏力量（reward power） 强制力量（coercive power）
广告中强调口臭在社 交场合造成的尴尬
我发现朋友圈中流行 练瑜伽
我发现上层社会家庭 的书卷气息很浓
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我需要买一件上衣， 去了一趟丹尼斯
我决定试一试雀巢咖啡
我决定洗车并且给车 上蜡 我购买了被推荐的除 口臭产品
我认为练瑜伽有益身体健 康，决定加入
我买了很多书和字画
影响类型
信息性影 响
规范性影 响
影响
个人有时会觉得像广告中使用某一特定品牌的人那样也不错
个人觉得购买某一特定品牌的人会受到他人的羡慕与尊重
个人觉得购买某一特定品牌有助于向别人展示他希望成为什么样的人
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不同消费情境下参照群体的影响
情境
行为反应
一位朋友提到丹尼斯 有很多新款服装
我在几位朋友家喝 的都是雀巢咖啡
我的邻居认为我的 车太脏
功利
为了迎合同事们的希望，个人购买某一特定品牌的决策受到同事偏好的影响
（规范性） 个人购买某一特定品牌的决策受到与他交往的人的影响
影响
个人购买某一特定品牌的决策受到家庭成员偏好的影响
为满足他人对自己的期望，个人的品牌选择会受到影响
个人觉得购买某一特定品牌会提高他在他人心目中的形象
价值表达 个人觉得购买或使用某一特定品牌的人拥有他所希望拥有的品质
参照群体是与个人的评价、追求或行为有重大相关性的真实的 或虚构的个人或群体。
参照群体在三个方面对消费者产生了影响 信息（informational） 功利（utilitarian） 价值表达（value-expressive）
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参照群体的三种影响形式
信息影响
个人向专业人士、协会或独立的专家群体寻求关于各种品牌的信息 个人向专业生产或销售产品的人寻求信息 个人向拥有可靠的品牌信息的朋友、邻居、亲戚或同事寻求相关品牌知识和 经验 观察独立测试机构的认同与否会影响个人对品牌的选择 个人对专家行为的观察会影响他对品牌的选择
决策分化（decision polarization）：群体讨论增加了决策分化的可能性。 无论讨论前群体成员偏向于哪个方向（或冒险、或保守），讨论之后都变 得更加极端。
服从（conformity）：为了回应实际存在的或想象中的群体压力而改变信 念或行动。
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影响服从的可能因素
去个性化（deindividuation）:个人身份在群体中消隐的过程。群体人数越 多，任何个人成员获得瞩目的可能性会随之降低。
社会惰化（social loafing）:当个人置身于群体中，逃避其在集体某项任务 中应尽的责任的现象。
风险转移（risky shift）：在很多情况下，与没有群体讨论的个体决策相比， 群体成员在群体讨论之后更愿意考虑有风险的方案。
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参照群体的类型 Types of Reference Groups
品牌社区与消费者部落
品牌社区（brand community）就是基于共有的 产品使用或产品兴趣而形成一系列社会关系的 消费群。
消费者部落（consumer tribe）指的是一群拥有 共同生活方式的人，他们相互之间出于对某个 产品或活动的共同忠诚而彼此认同。
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参照群体的类型
直接影响 间接影响
成员群体 非成员群体
首要群体
Primary groups
次要群体
Secondary groups
崇拜群体
Aspirational groups
回避群体
Avoidance groups
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群体中的消费者行为 Consumers Do It in Groups
社会群体的概念 参照群体的定义 参照群体的类型
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社会群体
群体是指通过一定的社会关系结合起来进行 共同活动而产生相互作用的集体。
群体的特征
群体成员需以一定纽带（如以血缘、地缘、业 缘）联系起来
成员之间有共同目标和持续的相互交往 群体成员有共同的群体意识和规范
文化压力（cultural pressures） 对偏离的恐惧（fear of deviance） 投入（commitment） 群体一致性、规模和专长（group unanimity，size，and
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参照群体的定义
Reference group: An actual or imaginary individual or group that has a significant effect on an individual’s evaluations, aspirations, or behavior.