消费者行为学第五章
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本我:是个性结构中最原始的部分,包含着各 种原始的与生俱来的本能和冲动,使心理能量
的储存所,代表着生物性的内在世界, 完全无 视客观存在的外部世界,寻求直接的满足,遵 循“快乐原则”。 The id represents physical drives.
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2)个性的特征:The natures of Personalities
自然性和社会性 Naturality and sociality 稳定性和可塑性 Stability and shapability
知、理性等。“超我”是个性的最道德的部分,处于 个性的最高层, 按照“至善原则”行动。 The superego is the conscience of “voice within”
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心理分析家欧内斯特 ·迪士特(Ernest Dichter) 的研
究发现 :
动机
力量—男性—男子气
相关产品
保龄球、电动工具—红肉、咖啡、 为女性买毛皮大衣、用剃须刀刮 胡子 友谊:冰激凌、咖啡;肥皂、美 容用品 美食、外国汽车、烟斗、香水、 钢笔 威士忌、地毯、消化不良(担任 重要工作) 厨具、船、运动用品、打火机
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M. 所罗门定义的自我概念:一个人对自身所所持
有的认识。Defined by Michael Solomon: selfconcept is a person’s perception to him/her self .
response of a individual in the process of adaption with the environment. It is shaped by the interaction of heredity, environment, maturity, learning and relative stability .
个体努力符合社会需要,而社会帮助个体达到他/她的目标,
是社会的和心理的结合理论。
Individual makes effort to fit the standards and needs of a
society, while society helps individual to achieve his/her
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1) 个性的定义:Definition of Personality:
个性的定义:个性是个人在适应环境的过程中所表现出
来的系统的、独特的反应方式。它是由个人在其遗传、 环境、成熟、学习等因素交互作用下形成的,且具有相 对的稳定性。
Personality is the systematic and unique
D.J. 霍金斯定义的自我概念是:个人将自身作为
对象的所有思想和情感的总和。Defined by Dell Hawkins: self-concept represents the totality of the individual ‘s thoughts and feelings having reference to himself as an object.
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5.1消费者的个性 Consumer personality
Introduction
消费者的购买行为因他们的心理特征和个性的不同而各
不相同。 Consumers’ buying behaviors are different person by person because their different psychological characters of personalities. 解决问题的方案是分析出消费者的心理特征和个性。 The solution is to analyze consumer’s psychological characters of personalities.
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超我(superego) 遵循至善原则)
自我 (Ego) 遵循现实原则
本我(id)、潜意识 遵循快乐原则)
图8.1 Freud的个性结构
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社会认可 个性 地位 对环境的控制
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2)社会心理学理论 Social- Psychology Theory
强调决定行为的环境和情境因素的重要性。Emphasizes on
the importance of environmental and situational influenced factors on behaviors.
goals.
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卡伦· 霍妮 (Karen Horney) 将人 们的个性描述为三种类型:
将个性分为三种类型:Personalities can be divided into three groups:
解释了人类心理深层次的问题,即潜意识或无意识
的问题。 Explaining deeper level psychological issues of human being, namely interpreting the unconsciousness or non-consciousness issues .
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1)弗洛伊德的精神分析理论 Freud’s Psychoanalytic Theory
根据这一理论,个性
的结构有本我、自我、 超我三部分组成。 Personality results from the clash of 3 forces---the id, the ego, and the superego
Baidu Nhomakorabea
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5.1.1个性的含义和特点:
Definition of Personality and its Natures
个性一词,源于拉丁语“Persona”, 有两个含义:
一指演员在舞台上戴的假面具,后引申为个人在生命舞台所 扮演的角色。 Personality, on the one hand, refers the mask of player on the perform stages. Then it is extended into a role of a individual in his/her life.. 另指能独立思考、具有独特行为特征的人。 On the other hand, personality means an individual who can independently thinking with unique behavioral characteristics. 。
消费者自我概念Consumer self-concepts 消费者生活方式Consumer life-style
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引例:不仅仅是香水 (5章引例)
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个性“精神分析理论”的应用:Applications
of personality Psychoanalytic Theory
购买行为是消费者自身个性的反映和延伸;buying
behaviors are the reflections and extensions of consumer’s personalities.
refers the understanding of “who am I ? 它是理解消费者行为中一个很重要的概念,因为人们总是 购买有助于强化自我意识的品牌和产品。 Self—concept is a very important concept in consumer behavior because people always tend to buy the brands/products that can strengthen their selfconsciousness.
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对消费者个性影响因素的研究在很多方面与营销相关,其
中一个领域就是市场细分。
While research into the influence factors on consumers’
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5.2消费者的自我概念 Consumer self-concept
5.2.1自我概念的内涵Implications of selfconcept
“ 自我概念是对自我的看法,或对“我是谁”的理解。 self-concept refers the opinions to self, or
趋同型 (顺从性)Compliant
孤立型Detached 好斗型Aggressive
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Applications: 应用:研究 发现:
趋同型消费者偏好
具有知名品牌的产 品; 孤立型消费者不太 关心品牌。 挑剔型消费者喜欢 体现阳刚之气的产 品;
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自我:是在适应现实环境中形成的, 是意识控制的化
身。知晓外界的事情,衡量是本能和冲动获得满足的 可能性。是在符合社会要求的条件下追求快感,奉行 的是“现实原则”。 The ego acts to curb the appetites of the id.
超我:是内化了的社会规范和道德律令,即良心、良
personalities, in many aspects are related with marketing, one of the field is segmentation.
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Chapter 5 : Consumer personalities, selfconcept and life-style
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学习要点Key studying points
消费者个性Consumer personality
独特性和共同性 Uniqueality and intercommunity
5.1.2个性理论Theories of Personality
弗洛伊德精神分析理论Freud’s Psychoanalytic Theory
社会心理学理论Social-psychological Theory