消费者行为学 第八版 英文版 课件
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消费者行为学 第八版 英文版
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消费者行为学(Consumer Behavior) (8)
7-14
Influence Competitors’ Ratings
Add a New Attribute
Copyright 1999 Prentice Hall
Using Attitudes to Predict Behavior
The Extended Fishbein Model is Called the “Theory of Reasoned Action” and Includes the Following Modifications:
Forming Attitudes
• An Attitude can form in several different ways depending on the Hierarchy of Effects and how the attitude is learned. • It can occur because of:
7-13
Evaluation of Each
of the Important Attributes
Copyright 1999 Prentice Hall
Strategic Implications of the Multiattribute Model
Capitalize on Relative Advantage Strengthen Perceived Product / Attribute Linkages
消费者行为学(Consumer-Behavior)PPT优秀课件
to People.
There Are 4 Distinct Types of Consumption Activities:
Consuming as Experience
An Emotional or Aesthetic Reaction to Consumption Objects
Consuming as Integration
Geography
Age
Race and EFra Baidu bibliotekhnicity
Gender
Social Class and Income
Family Structure
Copyright 1999 Prentice Hall
Relationship Marketing: Building 1-5 Bonds With Consumers
Copyright 1999 Prentice Hall
Semiotics: The Symbols Around Us 1-8
Semiotics is the Study of How Consumers Interpret the Meaning of Symbols.
• Relationship Marketing occurs when a company makes an effort to interact with customers on a regular basis, and gives them reasons to maintain a bond with the company over time.
There Are 4 Distinct Types of Consumption Activities:
Consuming as Experience
An Emotional or Aesthetic Reaction to Consumption Objects
Consuming as Integration
Geography
Age
Race and EFra Baidu bibliotekhnicity
Gender
Social Class and Income
Family Structure
Copyright 1999 Prentice Hall
Relationship Marketing: Building 1-5 Bonds With Consumers
Copyright 1999 Prentice Hall
Semiotics: The Symbols Around Us 1-8
Semiotics is the Study of How Consumers Interpret the Meaning of Symbols.
• Relationship Marketing occurs when a company makes an effort to interact with customers on a regular basis, and gives them reasons to maintain a bond with the company over time.
消费者行为学第8章
Attention occurs when the stimulus is “seen” (the receptor nerves pass the sensations on to the brain for processing).
理解（interpretation）是对接收 到的感觉赋予意义或意义。 Interpretation is the assignment of meaning to the received sensations. 记忆（memory）是对刺激物的意思 在短期内予以运用(如立即做出决定) 或将其长期保留。 Memory is the short-term use of the meaning for immediate decision making or the longer-term retention of the meaning.
很多公司别出心裁的将产品放在娱乐性媒体如电影中，被称为 产品置入式营销。 Product placement involves incorporating brands into movies, television programs, and other entertainment venues in exchange for payment or promotional or other consideration.
有意避开广告是一种全球性的现象，不仅存在于电视广告，还 包括广播、网络、杂志和报纸等媒体广告。
理解（interpretation）是对接收 到的感觉赋予意义或意义。 Interpretation is the assignment of meaning to the received sensations. 记忆（memory）是对刺激物的意思 在短期内予以运用(如立即做出决定) 或将其长期保留。 Memory is the short-term use of the meaning for immediate decision making or the longer-term retention of the meaning.
很多公司别出心裁的将产品放在娱乐性媒体如电影中，被称为 产品置入式营销。 Product placement involves incorporating brands into movies, television programs, and other entertainment venues in exchange for payment or promotional or other consideration.
有意避开广告是一种全球性的现象，不仅存在于电视广告，还 包括广播、网络、杂志和报纸等媒体广告。
消费者行为学英文版最新版教学课件第1章
strongly connect to other issues in our lives.
1-20
Marketing Ethics and Public Policy
• Business ethics are rules of conduct that
guide actions in the marketplace
• There are cultural differences in what is
considered ethical.
1-21
Do Marketers Create Artificial Needs?
Objective of marketing: create awareness that needs exist, not to create needs
do not know enough about people to manipulate them
1-24
Public Policy & Consumerism
Concern for the welfare of consumers
Department of Agriculture
Federal Trade Commission
1-18
For Reflection
• Did you know • If you were paid $1 for every time an
1-20
Marketing Ethics and Public Policy
• Business ethics are rules of conduct that
guide actions in the marketplace
• There are cultural differences in what is
considered ethical.
1-21
Do Marketers Create Artificial Needs?
Objective of marketing: create awareness that needs exist, not to create needs
do not know enough about people to manipulate them
1-24
Public Policy & Consumerism
Concern for the welfare of consumers
Department of Agriculture
Federal Trade Commission
1-18
For Reflection
• Did you know • If you were paid $1 for every time an
消费者行为的英语PPT课件
environment.
• 这些都是巨大的，全 球性的问题，影响数 百万人。解决这些问 题会使我们重新思考 我们的经济模式走向 可持续发展的经济， 提高我们的生活质量， 促进社会公平正义， 保护环境。
4
• How can we realize the harmonious coexistence of man and nature？
• 使你的收入多元化
• 3. Be an environmentally aware consumer.
• 做个懂得尊重环境的 消费者
• 2. Make, grow, and do things yourself.
• 自己动手，丰衣足食 • 4. Connect with
your community. • 与社区紧密联系
• （我们怎样才能实现人与自然和谐共处） • What do we truly want as individuals
and community members? • （我们真正想要的是个人和社区成员做什
么？） • What would a sustainable economy
look like? • （可持续发展的经济看起来像什么？）
9
rational consumption
• As college students should know how to grasp the rational consumption, in the life we should focus on both beautiful and practical ideas, do not spend money, put the money in the right place.
• 这些都是巨大的，全 球性的问题，影响数 百万人。解决这些问 题会使我们重新思考 我们的经济模式走向 可持续发展的经济， 提高我们的生活质量， 促进社会公平正义， 保护环境。
4
• How can we realize the harmonious coexistence of man and nature？
• 使你的收入多元化
• 3. Be an environmentally aware consumer.
• 做个懂得尊重环境的 消费者
• 2. Make, grow, and do things yourself.
• 自己动手，丰衣足食 • 4. Connect with
your community. • 与社区紧密联系
• （我们怎样才能实现人与自然和谐共处） • What do we truly want as individuals
and community members? • （我们真正想要的是个人和社区成员做什
么？） • What would a sustainable economy
look like? • （可持续发展的经济看起来像什么？）
9
rational consumption
• As college students should know how to grasp the rational consumption, in the life we should focus on both beautiful and practical ideas, do not spend money, put the money in the right place.
消费者行为学英文版最新版教学课件第11章
11-13
For Reflection
• High schools have all types of reference
groups, with members representing all types of social power. Think back and try to identify people who had each type of social power.
• Antibrand communities: coalesce around a
celebrity, store, or brand—but in this case they’re united by their disdain for it
11-12
Consumers Do It in Groups
• Cultural pressures • Fear of deviance • Commitment • Group characteristics
• unanimity • size • expertise • Susceptibility to interpersonal influence
11-16
For Reflection
• How can marketers use the characteristics
that explain conformity to persuade individuals to follow consumer trends?
For Reflection
• High schools have all types of reference
groups, with members representing all types of social power. Think back and try to identify people who had each type of social power.
• Antibrand communities: coalesce around a
celebrity, store, or brand—but in this case they’re united by their disdain for it
11-12
Consumers Do It in Groups
• Cultural pressures • Fear of deviance • Commitment • Group characteristics
• unanimity • size • expertise • Susceptibility to interpersonal influence
11-16
For Reflection
• How can marketers use the characteristics
that explain conformity to persuade individuals to follow consumer trends?
消费者行为的英语PPT课件
the economy sustainable development？ • （消费行为对经济的可持续发展有什么作用） • Personal consumption driven by economic
interests？ • （个人消费所带动的经济利益）
3
Consumption
• These are huge, global problem, affecting millions of people. To solve these problems will make us rethink our economy to the sustainable development of the economy, improve our quality of life, promote social fairness and justice, protect
Consumption
Group
members：
许垂霖
罗淑娴
王文杰
李俊榕
凌楠
叶志豪
佳鸣
郭铭
李名钦
1
Consumption
• Happen all the time on consumer behavior in our lives
• （在我们的生活中每时每刻都在发生关于 消费的行为）
• So these consumer behavior in our lives there are those changes and the meaning of it
interests？ • （个人消费所带动的经济利益）
3
Consumption
• These are huge, global problem, affecting millions of people. To solve these problems will make us rethink our economy to the sustainable development of the economy, improve our quality of life, promote social fairness and justice, protect
Consumption
Group
members：
许垂霖
罗淑娴
王文杰
李俊榕
凌楠
叶志豪
佳鸣
郭铭
李名钦
1
Consumption
• Happen all the time on consumer behavior in our lives
• （在我们的生活中每时每刻都在发生关于 消费的行为）
• So these consumer behavior in our lives there are those changes and the meaning of it
消费者行为学(双语或中英文结合)课程8.decision making
• Need recognition: The quality of the consumer’s actual state moves downward
• Opportunity recognition: The consumer’s ideal state moves upward
– Primary demand: Consumers are encouraged to use a product or service regardless of the brand they choose
of-thumb” to make decisions.
9-3
Consumers As Problem Solvers
• A consumer purchase is a response to a problem.
• Steps in the decision process: – (1) Problem recognition – (2) Information search – (3) Evaluation of alternatives – (4) Product choice
• Experiential perspective – in conditions of high involvement but where the selection made cannot be entirely rational.
• Opportunity recognition: The consumer’s ideal state moves upward
– Primary demand: Consumers are encouraged to use a product or service regardless of the brand they choose
of-thumb” to make decisions.
9-3
Consumers As Problem Solvers
• A consumer purchase is a response to a problem.
• Steps in the decision process: – (1) Problem recognition – (2) Information search – (3) Evaluation of alternatives – (4) Product choice
• Experiential perspective – in conditions of high involvement but where the selection made cannot be entirely rational.
现代消费者行为学讲义(英文版)
现代消费者行为学讲义（英文版）
Unit 1: Introduction to Consumer Behavior
1.1 Definition of Consumer Behavior
Consumer behavior refers to the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy their needs and wants.
1.2 Importance of Consumer Behavior
Understanding consumer behavior is crucial for marketers to design effective marketing strategies. By understanding the factors that influence consumer choices, marketers can tailor their products, pricing, promotion, and distribution strategies to better meet consumer needs and expectations.
Unit 2: Consumer Decision-Making Process
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