2 consumer behavior
消费者行为学中英文名词解释
中英文名词解释第一章导言Consumer behavior: The term consumer behavior is defined as the behavior that consumers display in searching for, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs.消费者行为学：消费者在寻求、购买、使用、评价和处理他们期望能够满足其需求的产品和服务过程中所表现出的行为。
Consumer decision making: In put, process, out put.消费者决策：输入、处理、输出Consumer research: Methodology used to study consumer behavior.消费者研究：描述用以研究消费者行为的过程与工具。
Marketing concept: A consumer-oriented marketing philosophy that focuses on the needs of the buyers and the profits through customer satisfaction.市场营销观念：关注买方的需求通过顾客满意来创造利润的顾客导向的市场营销哲学。
Organizational consumer: A business, government agency, or other institution (profit or nonprofit) that buys the goods, services, and/or equipment necessary for the organization to function.组织消费者：包括盈利和非盈利的商业单位、政府机构和各种组织机构，它们必须购买产品、设备和服务来维持组织的运转。
【精品】消费者行为学基本概念
消费者行为学核心概念的中英文对照表P5消费者行为学consumerbehavior研究个体或群体为满足需要与欲望而挑选、购买、使用或处置产品、服务、观念或经验所涉及的过程。
P5角色理论roletheory许多消费者行为类似于戏剧情节。
由于要扮演许多角色，人们有时候会根据自己当时所处的特定“剧情”改变消费决策。
P7重度使用者(频繁使用者)heavyusersP9关系营销relationshipmarketing在品牌与消费者间建立起维持终身的关系.P11全球营销/消费文化globalconsumerculture在这种文化中世界各地的消费者出于对品牌消费品、电影明星、名人及休闲活动的热爱而联结起来。
P49差别阈限differentialthreshold指感觉系统察觉两种刺激之间的差别或者变化的能力。
P49最小可觉察差别justnoticeabledifference能够察觉到的两种刺激之间的最小差别。
P49韦伯定律Weber'sLawK=△i/I（K为常数【不同感觉常数不同】；△i为产生最小可察觉差别所要求的刺激强度的最小变化量；I为引起变化的刺激强度)P50阈下知觉subliminalperception刺激在消费者的感知水平之下。
P52知觉警惕perceptualvigilance消费者更可能意识到与他们目前需要有关的刺激物。
P52知觉防御perceptualdefense人们看他们所要看的，而不看他们所不想看的。
P57知觉地图perceptualmap画出产品或品牌在消费者心目中“处于”何种位置的形象方式。
P72经典性条件反射classicalconditioning（伊凡·巴普洛夫狗铃声干肉粉分泌唾液)指将一种能够诱发某种反应的刺激与另一种原本不能单独诱发这种反应的刺激想配对,随着时间的推移，因为与能够诱发反应的第一种刺激相联结，第二种刺激会引起类似的反应。
（重点研究包括饥饿、口渴、性唤起以及其他基本内驱力的视觉和嗅觉线索。
消费者行为学
一、名词解释1、消费者行为的定义：消费者行为（Consumer behavior）：感知、认知、行为以及环境因素的动态互动过程，是人类履行生活中交易职能的行为基础。
2、消费者行为学借鉴不同学科的多种研究方法，通过对消费者心理活动及行为过程的观察、记述、分析和预测，探索和把握消费者行为的规律性，以便适应、引导、改善和优化消费者行为，为政府部门制定宏观经济政策、工商企业制定营销战略和策略提供依据和有益经验。
3、购买决策消费者购买决策是指为了实现满足需求这一特定目标，消费者作为决策主体，在购买过程中进行的评价、选择、判断、决定等一系列活动。
4、顾客忠诚度指消费者对某产品或品牌感到十分满意而产生的情感上的认同,是对该产品或品牌有一种强烈的、持久偏爱，并试图重复购买该品牌产品的趋向。
5、消费者需求消费者对以商品和劳务形式存在的消费品的要求和欲望。
6、购买动机：消费者为满足自己一定的需要，而引起购买某种商品或劳务的愿望或意念。
7、感觉的含义人脑对直接作用于感觉器官的客观事物的个别属性的反映。
8、知觉的含义知觉是人脑直接作用于感觉器官的客观事物的整体反应。
9、思维人脑对客观现实的概括的、间接的反映。
它反映一类事物的本质和事物间的规律性联系。
10、气质指一个人在心理活动和行为方式上表现的强度、速度、稳定性和灵活性等动态方面的心理特点。
11、个性是指个人带有倾向性的、本质的、比较稳定的心理特征的总和。
它包括个人的兴趣、爱好、能力、气质、性格、行为方式等许多方面。
12、文化价值观一个社会或群体中的人们所共有的，对于区分事物的好与坏、对与错、符合或违背人的意愿、可行与不可行的观念。
13、社会群体的含义社会群体是人们通过一定的社会关系结合起来进行共同活动和情感交流的集体，是人们社会生活的具体单位，是组成社会结构的一部分。
14、参照群体的含义参照群体指那些作为人们判断事物的标准或仿效模范的群体。
15、社会阶层的含义社会阶层指一个社会按照其社会准则将其成员分为相对稳定的不同层次。
消费者行为学复习题
名词解释：1、消费者行为（consumer behavior）：指消费者为获取、使用、处置消费物品所采取的各种行动以及先于且决定这些行动的决策过程。
2、扩展型决策EPS（extended problem solving）：当对某类产品或对这类产品的具体品牌不熟悉，而且也未建立起相应的产品与品牌评价标准时，消费者所面临的决策。
3、绝对阈限（absolute threshold）：指刚刚能够引起感觉的最小刺激量。
4、购后冲突：因某个购买而引起的心理焦虑、怀疑和不安。
5、有限型决策LPS（limited problem solving）：消费者对某类产品和产品品牌有一定程度的了解，或者已建立起相应的产品与产品品牌评价标准，但还没有形成对某些特定品牌的偏好，在进一步搜集信息的同时，对不同品牌之间作出较为理想或满意的选择。
6、问题认知：是消费者意识到理想状态与实际状态之间存在差距，从而需要采取进一步行动。
7、消费者需要：指消费者生理和心理上的匮乏状态，即感到缺少些什么，从而想获得它们的状态。
8、消费者满意：购买者在特定的购买情形中，对其所付出的是否得到足够回报的认知状态。
它是消费者对产品或服务的期望水平与认知的实际水平的主观比较简答：1、消费者具体的购买动机有哪些？求实动机；求廉动机；求便动机；求新动机；求美动机；求名动机；模仿或从众动机；好癖动机。
2、影响消费者外部信息收集量的因素有哪些？经济层面的分析：当搜集活动的边际收益等于边际成本时，消费者将停止信息搜集活动。
影响信息搜集成本的因素：消费者的住处与商店之间的距离；交通费用与时间的机会成本。
影响信息搜寻收益的因素：备选品牌的数量；不同品牌在价格、品质等方面的差异、消费者对所购商品的经验。
决策角度的分析与产品风险相关的因素（如财务风险、功能风险、心理风险、时间风险、社会风险等）与消费者特征相关的因素（个性，人口特征，知识水平）情境因素（如时间、身心状态、市场性质等）3、消费者决策过程包括哪几个阶段？五阶段：问题认知、搜寻信息、评价备选方案、购买决策、购后评价。
CONSUMER_BEHAVIOR_REVIEWER
CONSUMER BEHAVIOR REVIEWERBy Archie AlvarezSubject : Consumer BehaviorBook: Consumer Behavior and Marketing Strategy 5thed. Author: J. Paul Peter & Jerry OlsenSECTION 1: A PERSPECTIVE ON CONSUMER BEHAVIORCHAPTER 1: Introduction to Consumer Behavior and Marketing StrategyI.Introductionspanies are changing to serve the consumers better for three reasons III.What is Consumer BehaviorIV.Approaches to Consumers Behavior Researches of Consumer BehaviorResearchVI.Consumers Behavior Role inMarketing StrategyCHAPTER 2: A Framework for Consumer AnalysisI.IntroductionsII.Three Elements for ConsumerAnalysisIII.Marketing StrategyIV.Levels of Consumers Analysis SECTION 2: AFFECT AND COGNITION AND MARKETING STRATEGYCHAPTER 3 Affect & Cognition and Marketing Strategyponents of the Wheel ofConsumers AnalysisII.Affect and Cognition asPsychological ResponsesIII.Cognitive Processes in Consumers Decision MakingIV.Knowledge Stored in memoryV.Cognitive Learning CHAPTER 4: Consumer Product knowledge and InvolvementI.Levels of Product KnowledgeII.Consumers Product Knowledge III.Means-End Chains of ProductKnowledgeIV.InvolvementV.Marketing Implications CHAPTER 5: Attentions and ComprehensionI.Exposure to InformationII.Attentions ProcessesprehensionCHAPTER 6: Attitudes & IntentionsI.What is an AttitudeII.Attitudes Toward ObjectsIII.Attitudes Toward BehaviorIV.Intention & BehaviorsCHAPTER 7: Consumers Decision MakingI.IntroductionII.Decisions Making as ProblemIII.Elements of Problem SolvingIV.Problem solving processes in Purchase DecisionsV.Influences on Consumers Problem Solving ActivitiesSECTION 3: BEHAVIOR AND MARKETING STRATEGYCHAPTER 8: Analyzing Consumer BehaviorI.What is Overt BehaviorII. A Model of Overt Consumer BehaviorIII.Marketing ImplicationsCHAPTER 9: Conditioning and Learning I.Classical ConditioningII.Operant ConditioningIII.Vicarious LearningCHAPTER 10: Influencing Consumer BehaviorI.Consumer Behaviors InfluenceStrategiesII.Sales PromotionsIII.Social Marketing:IV.Increasing Desired BehaviorV.Decreasing Desired BehaviorVI.Strategic Model for Influencing Consumer BehaviorSECTION 4: THE ENVIRONMENT AND MARKETING STRATEGY CHAPTER 11: Introduction to the EnvironmentI.The EnvironmentII.Aspects of the EnvironmentIII.SituationsCHAPTER 12: Cultural and Cross Cultural InfluencesI.What is CultureII.The Content of CultureIII.Culture as a processIV.Cross Cultural Influences CHAPTER 13: Subculture and Social ClassI.SubculturesII.Analyzing SubculturesIII.Social ClassCHAPTER 14: Reference Groups and FamilyI.Reference GroupsII.Family SECTION 5: CONSUMER ANALYSIS AND MARKETING STRATEGY CHAPTER 15: Market Segmentations and Product PositioningI.Analyze Consumer-ProductRelationshipII.Investigate Segmentations Bases III.Develop Product Positioning (aka perceptual mapping)IV.Select Segmentation StrategyV.Design Marketing Mix Strategy: CHAPTER 16: Consumer Behavior and Product StrategyI.Product Affect CognitionII.Product BehaviorIII.The Product EnvironmentIV.Product StrategyCHAPTER 17: Consumer Behavior and Promotion StrategyI.Types of Promotions:II. A Communication PerspectiveIII.The Promotions EnvironmentIV.Promotion Affect and CognitionV.Promotion BehaviorVI.Managing Promotion Strategies CHAPTER 18: Consumer Behavior and Pricing StrategyI.Conceptual Issues in PricingII.Price Affect and CognitionIII.Price BehaviorIV.Price EnvironmentV.Pricing StrategyCHAPTER 19: Consumer Behavior and Channel StrategyI.IntroductionII.Store–Related affect and Cognitions III.Store-Related BehaviorIV.Store EnvironmentV.Non-store Consumer BehaviorVI.Channel StrategySECTION 1: A PERSPECTIVE ON CONSUMER BEHAVIORCHAPTER 1: Introduction to Consumer Behavior and Marketing StrategyI.Introductions∙Marketers have long argued that the marketing concept is the appropriate philosophy of conducting businesses.Simply stated, the marketing concept suggests that an organization should satisfy consumer’s needs and wants in order to make profits.panies are changing to serve the consumers better for three reasons∙The dramatic success of Japanese companies, like Toyota and Sony, that focus on providing value-laden products, has spurred other countries to follow suit.∙Increase in quality of consumer and marketing research∙Development of consumers behavior researchIII.What is Consumer Behavior?A.Consumer Behavior is Dynamic1.Definition: the dynamic interaction of Affect (feeling) and cognition (thinking), behavior (do), andenvironmental events by which human beings conduct the exchange aspects of their lives.2.The thinking, feelings, and actions of individual customer, targeted consumer groups, and society at largeare constantly changing.3.The dynamic nature of consumer behavior makes development of marketing strategies an exciting yetdifficult task. Strategies that work at one time or in one market may fail miserably at other times in othermarkets.4.Its reciprocalB.Consumer Behavior Involves Interactions1.Consumer beh aviors involves among people’s thinking, feelings, and actions and the environment.2.Marketers need to understand what products and brands mean to consumers.3.Marketers need to understand how these interactions influences individual consumers, target markets ofsimilar consumers and society at large, the better they can satisfy consumer needs and wants sandcreate value for the,C.Consumer behavior Involves Exchanges∙In other words, people give up something of value to others and receive something in return.VI.Approaches to Consumers Behavior ResearchA.Interpretative Approach1.Core Discipline : Cultural Anthropology2.Primary Objective : understand consumption and its meaning3.Primary Method : Long interviews and focus groups4.This seeks to develop a deep understanding of consumption and its meanings.5.Studies involve long interviews and focus groups used to understand such things as what productsand services mean to consumers and what consumers experience in purchasing and using them.B.Traditional Approach1.Core Discipline : Psychology and Sociology2.Primary objective : explain consumer decision making and behavior3.Primary Method : Experiments & Surveys4.This seeks to develop theories and methods to explain consumer decision making and behavior.5.Studies involve experiments and surveys to test theories and develop insights into such things asconsumer information processing, decision processes and social influences on consumer’s behavior.6.This will be the approach used in this book.C.Marketing Science Approach1.Core Discipline : Economics statistics2.Primary objective : Predicts consumer choice and behavior3.Primary Method : Math modeling and simulation4.It is based on theories and methods from economics and statistics5.It commonly involves developing and testing mathematical models to predict the impact of marketingstrategies on consumer choice and behavior.es of Consumer Behavior ResearchEach of these is interested in consumer behavior as it influences the consumer’s interactions and exchanges with the other groups.A.Marketing Organizations: such as parks, hospitals, colleges are attempting to sell products.ernment and Political Organization: such as Federal Trade Commission, Food & Drug Administration,o The major concern of these organizations is monitoring and regulating exchanges between marketing organization and consumers.C.Consumer & organizational buyerso It includes both consumers and organizational buyers who exchange resources for various goods and serviceso Their interest is in making exchanges that help them achieve their goals and in understanding their own behavior.V.Consumers Behavior Role in Marketing StrategyA.Marketing Strategy is the design and implementations, and control of a plan to influence exchanges to achieveorganizational objectives. In consumer behavior markets, marketing strategies are typically designed to increase the chances that consumers will, have favorable thoughts and feelings about particular products,services, and brands and will try them and repeatedly purchase them.B.Marketing strategies involve developing and presenting marketing stimuli directed at selected target markets toinfluence what they think, how they feel, and what they do.C.Marketers have to analyze and understand not only consumers of their products and brands, but alsoconsumers of competitive offerings and the reasons why they purchase competitive products.D.Marketing strategies not only adapt to consumer needs and wants, but also change what consumers think andfeel about themselves about various marketing offerings and about reason and situations for purchase and use. CHAPTER 2: A Framework for Consumer AnalysisI.IntroductionsA.The framework consists of three elements: Affect & cognitions, Consumer behavior, Consumer Environment.B.The framework is general one that can be used to analyze any consumer behavior issue facing marketers, fromdeveloping new products and services to improving strategiesII.Three Elements for Consumer AnalysisA.Consumer Affect & Cognition1.Affect refers to their feelings about stimuli and events, such as whether they like or dislike the product.o Emotions: love, angero Feeling States: satisfaction, frustrationso Moods: boredom, relaxationo Attitudes: liking or disliking,2.Cognition refers to their thinking; their mental structures and processes involved in thinking, understanding,and interpreting stimuli and events such as beliefs about a particular product. It includes the knowledge,meaning, and beliefs that consumers have developed from their experiences and have stored in theirmemories.B.Consumer Behavioro Behavior refers to the physical actions of consumers that can be directly observed and measured by others. It is also called overt behavior because it can be observed directly unlike mental activitieswhich cannot be seen.C.Consumer Environment∙Environment refers to everything to consumers that influences what they think, feel, and do. It includes social stimuli, such as the actions of other in cultures, subcultures, social classes, referencegroups, and families that influence consumers.∙It is the medium in which stimuli are placed to influence consumers.D.Relationships among Affect and Cognition, Behavior, and the environment (EXAM QUESTION)∙All three elements are connected which means that any of them can be either a cause or an effect ofa change in the other elements. It is reciprocal.∙Example:∙Five applications to viewing consumer process as reciprocal system involving all three elements ∙Any comprehensive analysis of consumers must consider all three elements and the relationships among them.∙It is important to recognize that any of the three elements may be the starting point of consumer analysis∙It is dynamic; it recognizes the consumers can continuously change.∙Consumer analysis can be applied to several levels.∙It highlights the importance of consumer research and analysis in developing marketing strategies.III.Marketing StrategyA.Marketing Strategy is a set of stimuli placed in consumers environments designed to influence their affect,cognition, and behavior.B.Marketing strategies should be designed not only to influence consumers but also to be influenced by them. IV.Levels of Consumers AnalysisA.Societies: changes in what a society and how its members behave can be analyzedB.Industries used to analyze the relationship of a company and its competition with consumers in specificindustries.C.Market Segments: to analyze groups of consumers who have some similarity cognition, affect, behavior, andenvironment.D.Individual Consumers: analyze the consumption history as ingle purchase, or some aspect of a purchase for aspecific consumer.SECTION 2: AFFECT AND COGNITION AND MARKETING STRATEGY CHAPTER 3 Affect & Cognition and Marketing Strategyponents of the Wheel of Consumers AnalysisA.EnvironmentalB.BehaviorC.Marketing StrategiesD.Affect & CognitionII.Affect and Cognition as Psychological ResponsesA.Types of Affective Responses1.Emotions2.Special Feelings3.Moods4.EvaluationsB.The Affective System1.Affective system is largely reactive2.Little control over their affective responses3.affective responses are felt physically in the body4.the affective system can respond to virtually any type of stimulus5.affective responses are learnedC.What is Cognition1.Two Major Functions∙It interprets, make sense of, and understand significant aspects of their personal experiences. The cognitive system creates symbolic, subjective meanings that represent our personal interpretations ofthe stimuli we encounter∙It processes (think about) these interpretation or meaning in carrying out cognitive task such as identifying goals and objectives, developing and evaluating alternative courses of action to meetthose goal, choosing a course of action, and then carrying out those behaviors.2.Understanding –Interpreting, or determining the meaning of specific aspects of one’s environment3.Evaluating –Judging whether an aspect of the environment, or one’s own behavior, is good or bad,positive or negative, favorable, or unfavorable4.Planning – Determining how to solve a problem or reach a goal5.Deciding –Comparing alternative solutions to a problem in terms of their relevant characteristics andselecting the best alternative.6.Thinking – The cognitive activity that occurs during all of these processes.D.Relationship between Affect & Cognition1.There is an interaction between affect andcognition. There is no fact yet to which ismore dominant2.Consumers affective reactions to theenvironment can influence their cognitionduring decision making3.Consumer’s cognitive interpretations ofinformation in the environment can triggeraffective reactions.E.Marketing ImplicationsA cognitive and affective component of consumer satisfactions is a major goal of marketing strategy.III.Cognitive Processes in Consumers Decision MakingA.The most important aspect of consumer behavior for marketers to understand is how consumers makedecisions.B.Consumer decision involves three important cognitive processes in any decision making1.Consumer must interpret relevant information in the environmental to create personal knowledge ormeaning2.Consumers must combine or integrate this knowledge to evaluate products or possible actions and tochoose among alternative behaviors.3.Consumers must retrieve product knowledge from memory to use in the integrations andinterpretations processC. A Model of Consumer Decision Making1.Interpretation Process: the process by which consumers make sense of or determine the meaning ofimportant aspects of the physical and social environment as well as their own behaviors and internalaffective statesa.Attentions: governs how consumers select which information to interpret and which information toignore.prehensions: refers to how consumers determine the subjective meanings of informationand thus create personal knowledge and beliefs2.Integration Process: the process by which consumers combine knowledge to make two types ofjudgments. Attitudes formation concerns how different types of knowledge are combined to formoverall evaluations of products and brands. Decisions making concerns how knowledge is combined tomake choices about what behaviors to perform1.Forms overall evaluations of precuts, other objects and behaviors2.Makes choices among alternative behaviors, such as purchase3.Product knowledge Involvement = how they are storeda.Product knowledge is the stored knowledge about a specific productb.Product involvement refers to consumers knowledge about the personal relevance of theproducts in their livesB.More Characteristic of the Cognitive System1.Activation refers to the process by which product knowledge is retrieved from memory for use ininterpreting and integrating information.C.Marketing Implications1.Marketers need to know what types of product knowledge are used in integrations processes and whatknowledge is ignored.2.Marketers need to pay attention to differences between consumers because the same stimulus mayactivate different knowledge indifference consumers.IV.Knowledge Stored in memoryA.Types of Knowledge1.General knowledgea.Concerns peoples interpretation of relevant information in their environment;b.General knowledge is stored memory as proposition that link or connect two concepts.c.Episodic knowledge: it concerns specific events in a person’s lifed.Semantic knowledge: it concerns objects and events in the environment.2.Procedural knowledgea.Procedural knowledge stored in memory as a productiones “if ….. then” proposition that links a concept or event with an appropriate behaviorB.Structures of KnowledgeAssociative networks: it organizes and links many types of knowledge togetherC.Types of Knowledge Structures1.Schemes: contain mostly episodic and semantic general knowledge2.Scripts: are organized networks of production knowledge.D.Marketing Implications1.Marketers need to know what product knowledge consumers have acquired and stored in memory2.Marketers need to know what types of knowledge are likely to be activated by particular marketingstrategies.V.Cognitive LearningA.Cognitive learning occurs when people interpret information in the environmentB.Consumer come to contact with information about products and services in three ways1.Direct personal use experience – you have used it2.Vicarious product experience – see other people use it3.Product related information – seen through mediaC.Three type of cognitive learning1.Accretion: the most common type of cognitive learning. Adding new knowledge, meanings, and beliefs toan associate network. – basic understanding2.Tuning: a type of cognitive learning that occurs when parts of a knowledge structure are combined andgiven a new, more abstract meaning. More complex and less frequent than accretion –deeperunderstanding3.Restructurings: a rare type of cognitive learning that occur when an entire associative network ofknowledge is revised, reorganizing old knowledge and creating entirely new meanings. Very complex inaccretion and tuningD.Marketing Implications of Cognitive Learning1.Marketers need to consider what types of meanings they want consumers to form and provide theappropriate information for consumer to process.CHAPTER 4: Consumer Product knowledge and InvolvementI.Levels of Product KnowledgeA.Levels of knowledge are formed when people acquire separate meanings concepts (accretion process) andcombine them into larger, more abstract categories of knowledge (tuning).B.Four Levels of Product Knowledge1.product class2.product forms3.brands4.modelsII.Consumers Product KnowledgeA.Products as Bundles ofattributes1.Attributes arecharacteristic of theproduct. Can besubjective characteristicsuch as softness or it canbe psychicalcharacteristics such as thematerial of the product.2.Marketers need to knowwhich product attributes are most important to consumers what those attributes mean to consumers, andhow consumers use this knowledge in cognitive processes such as comprehension and decision making.B.Products as bundles of benefits1.Consequences are the outcomes that happen when the product is purchased and used or consumed.2.Functional consequence: are tangible outcome of using a product that consumers experience ratherdirectly. (eating a Big Mac satisfies hunger, Drinking Pepsi satisfies thirst)3.Psychosocial consequences refer to the psychosocial and social outcomes of product use. They arepersonal outcomes such as how the product makes you feel.4.Benefits are the desirable consequences consumers seek when buying and using product and brands.5.Perceived Risks concern the undesirable consequences that consumers want to avoid when they buy anduse products, makers try to reduce the risks inn their product or branda.Physical risks – ex: side effects drugsb.Financial risks – ex: no warrantyc.Functional risks – ex: product doe sn’t workd.Psychosocial risks – ex: what others might thinkC.Products as value satisfiers1.Values are cognitive representations of important abstract life goals that consumers are trying to achieve.o Instrumental values: are preferred modes of conduct. (having a good time)o Terminal values are preferred states of being or broad psychological states (happiness)III.Means-End Chains of Product Knowledge∙ A means–end chain is a knowledge structure that links consumers knowledge about product attributes with their knowledge about consequences and values.∙Four Levels: Attributes => functional consequences => psychosocial consequences => values∙Different consumers are likely to have difference means-end chains for the same product or brand∙The means-end chain model proposes that the meaning of a product attribute is given by its perceived consequences.A.Examples of Means-End Chains∙means-end chains vary considerably in meaning∙not very means-end chain leads to value∙some means –ends chains are incomplete with some missing levels of meanings∙some product attributes may have multiple means-end chains and these can be conflictingB.Measuring Means-End Chains1.Best accomplished with one on one interviews (laddering Interview)2.First: identify the product attributes that are most important to each consumer when he or she makes apurchase decisions3.Second: interview process called laddering to reveal how the consumer links product attributes to moreabstract consequences and values.C.Marketing Implications on Means-End Chains of Product Knowledge∙They provide a deeper understanding of consumers product knowledge than methods focusing only on attributes or benefitsIV.InvolvementA.Focus of Involvements (focus on one thing and not on others)1.Involvement refers to consumer’s perception of importance or personal relevance for an object, event,or activity.2.Marketers are interested in understanding consumers involvement with products and brandsB.The Means-End Chains Basis for Involvement1.consumer who felt at products attributes are strongly linked to important goals end goals or values willfeel higher levels of involvement with the product2.most consumer experience low to moderate levels of involvementC.Factors Influencing Involvement1.Intrinsic self relevance: is based upon consumer’s m ean-end knowledge stored in memory. Consumersacquire this means-end knowledge through past experiences. (ex: I will buy a stereo and it will impressmy friends)2.Situational self relevance: is determined by aspects of the immediate physical and social environmentthat activate important consequences and values. Thus making products and brands seem self relevant.(ex: 50% off a tennis racket for tennis player is self relevant)V.Marketing ImplicationsA.Understanding the Key reason for PurchaseB.Understanding the Consumer-Product relationship1.Brand loyalty2.routine brand buyersrmation seekers4.Brand switchersC.Influencing Intrinsic Self Relevance.D.Influencing Situational Self RelevanceCHAPTER 5: Attentions and ComprehensionI.Exposure to Information∙Attention is the process by which consumers select certain information in the environment to be interpreted.∙Intentional Exposure occurs when consumers are exposed to marketing information because of their own intentional, goal –directed behavior∙Accidental Exposure occurs when consumers come into contact with marketing information in the environment that they haven’t deliberately soughtA.Selective Exposure to Information1.As the amount of marketing information in the environment increases, consumers become more adept atavoiding exposure2.Selective exposure is a process in which people selectively come into contact with information in theirenvironmentB.Marketing Implications of attention & comprehension1.Marketers should develop specific strategies to enhance the probability that consumers will be exposed to theirinformation and products.2.Facilitate Intentional Exposure by making appropriate marketing information available when and where theconsumers want it.es anticipate consumer’s needs for information and devis e strategies to meet them.3.Maximize Accidental Exposure is to place information to appropriate target groups of consumers4.Maintain Exposure by trying to expose the consumer to be attentive to your informationII.Attentions Processes∙Attention implies selectivity: attend to certain information and ignoring the rest.∙Consumers are alert and aroused to consciously attend to somethingA.Variations in Attention1.Preconscious attention: the highly automatic, largely unconscious selection of certain stimuli for simplecognitive processing. More likely for familiar concepts of low importance. Further processing tends to lead tofocal attentions2.Focal attention: a controlled, conscious level of schedule that focuses cognitive processes on relevant orprominent stimuli in the environmentB.Factors Influencing Attention1.General Affective States∙Low arousal reduces the amount and intensity of attention.∙High affective arousal is thought to narrow consumer’s focus of attention and make attention more selective.2.Consumers Involvement∙Involvement is a motivational state that guides the selection of stimuli for focal attention and comprehension.∙The level of involvements is determined by the means-end chain activated from memory∙Determined by a combination of situational and intrinsic self-relevance.3.Environmental prominence∙ A marketing stimuli can also influence consumers attentionC.Marketing Implications of Attentions Process1.Strategies involve increasing consumer’s involvement with the marketing information and/or making themarketing information more prominent in the environment.2.Intrinsic Self relevance; the relationship between a product and the consumers self concept.∙Marketers identify through research the product consequences and values consumers consider most self-relevant.∙Marketers should design strategies that will activate those meanings and link them to the products.∙The involvement should motivate consumers to attend to this information and interpret it more fully.3.Situational self relevance: a temporary association between a product and important self –relevantconsequences∙This generates higher level of involvement and motivation to attend to marketing information.4.Factors Affecting Environmental Prominence.∙Vivid pictorial images∙Novel or unusual stimuliprehension∙Comprehensions refers to the interpretations processes by which consumers understand or make sense of their own behavior and relevant aspect of their environment∙Consumers construct meanings and form knowledge structures that represent relevant objects, behaviors, and events. These knowledge structures are then stored in memory.A.Variations in Comprehension1.Automatic Processing: In simple, comprehensions, we automatically understand the meaning of the object.2.Level:。
托福写作 -外国商标 foreign brand
A Comparison of Effect Between Domestic versus Foreign Brands onConsumer Purchasing Decision in GhanaSamuel Kwadwo FrimpongSchool of Economics, Wuhan University of Technology, Wuhan, P.R. China, 430070(Email: skfrimpong@)Abstract: To customers, brand means familiarity and credibility as they get to experience some contacts in their everyday life; therefore, they use the brands as an indicator to try or make a decision to buy new products. Moreover, brands are regarded as causal signs of determinants of product quality depends on if the intrinsic attributes and processes that truly determine quality. The study is to ascertain the reason why foreign brands of clothing are now being purchased more as compared to the domestic brands and the consumer perception about both types of brands. 130 questionnaires were designed and distributed to collect information from the respondents. The result indicated that, 58% of the respondents had a monthly income of $100. Moreover, 6% of the respondents preferred local made cloth whiles 22% preferred both local and foreign brands and 46% preferred foreign brands. On the issue of affordability, it was realized that 49% said that the foreign branded cloths were expensive, 26% said that they were very expensive, 22% moderate and only 2% said that it was cheap. It was noted that 40% said that they strongly agree, 33% agreed, with only 2% disagreeing to the fact that foreign branded cloths are more durable than the locally branded clothing.Keywords: Brands, Domestic, Foreign and Affordability1 IntroductionThe increase trend of globalization and advance technology in communication and transportation enable the consumers to access and be exposed to a great variety of products and services from other countries. Previous studies found that consumers often evaluate the products of foreign origin differently than they do to domestic products. To be specific, consumers in developed countries have a general preference for domestic made products over foreign products while consumers in developing countries are more likely to prefer foreign products than domestic ones [1] as they believed foreign products were more superior than domestic products in quality and using foreign products will impress others as they were associated with high fashion or high social status. Ghana is one of developing countries in Africa where a large number of products from various countries imported every year. Import value reaching 5.666 billion f.o.b. US dollars in 2006.According to Ukpebor and Ipogah, a powerful brand will enhance a customer’s attitude strength of the product association of a brand [2]. As claimed by Vranesevic and Stancec (, the importance of the brand can be seen primarily in its impact on consumers’ choice and their loyalty through identifying and differentiating quality and origin, as well as creating additional values [3]. One of the innovation strategies is the powerful brand can capture customers’ interest. Consumers especially in developing countries have certain expectation from the brands and tend to rely on brand as an indicator to purchase by default [4]. The clothing industry is one of the markets that consumers are facing various choices of foreign products and these products are seen to be popular for apparel consumers.2 Literature Review2.1 BrandBrand is the name associated with one of more items in the product line that is used to identify the source of characters of the items [5]. Brand name has become an ordinary feature for every product available on the market nowadays. The specialty of each brand is its different value in the mind of the potential buyers. A strong brand image and reputation enhances differentiation and has a positive influence on buying [6]. Marketers see the significance of powerful brands and this is shown in all effort to build up a strong brand. Such familiarity and credibility in the mind of consumers, which creates value to the firm, can be enforced by the use of brand equity: brand awareness, brand loyalty, brand associations and perceived quality. Some of the foreign apparel brands may include Burberry, Monte Blanc, Armani, D & G, ECKO, etc. Some of the local brands in Ghana include Step-up, YMKT, local adinkra cloth, agbaga, kente, etc2.2 Consumer behaviorConsumer behavior is the study of consumers as they exchange something of value for a product or service that satisfies their needs. The study of consumer behavior focuses on how individuals make decisions to spend their available resources (time, money, effort) on consumption related items. Therefore, consumer behavior consists of not only buying but also thoughts and feelings people experience and the actions they perform, it involves environment influences such as comments taken from other customers, advertising, product appearances and packages and physical actions of the consumers.2.3 Consumer decision makingThe consumer decision making process consists of mainly five steps according to most researchers within the field. The steps included in the model are; need or problem recognition, information search, evaluation of alternatives, purchase and the post-purchase process. Consumer can skip the evaluation of alternatives when considering low involvement products.According to Hawkins et al. there are more aspects than only decision making processes that affect consumer behavior which are external and internal influences [7]. External influences are social class and reference groups while internal factors are motivation, exposure, attention, perception and attitude.3 MethodologyLocal Ghanaian customers of three shopping malls in Ghana where both local and foreign apparel were being sold were randomly selected and asked to fill the questionnaire about their perception, preference and factors that stimulate their buying behavior when comparing local products to foreign products in the apparel industry in Ghana. The questionnaire was designed to collect information from the respondents. A Linkert scale was applied to ask respondents about their opinions and attitudes and to ask them to choose a position on a five-point scale between strongly agree and strongly disagree. Out of 130 questionnaires distributed, a total of 99 usable questionnaires were returned, giving a response rate of 76%. They were then subjected to reliability test to certify their credibility after which they were analyzed using Microsoft excel advanced analysis tools.4 Results and Discussion4.1 Affordability and preferenceOut of the 99 responses received, nobody was strongly affiliated to the local brand, 6% preferred local made cloth, 22% preferred both local and foreign brands, 46% preferred foreign brands and 25% strongly preferred foreign branded cloths. The situation can also be explained due to the fact that the majority of the active cloth buyers were the youth and they are of the ages of 16 years to 30 years as well as some working class who are also between 30 years to 40. These people are exposed to foreign trends of clothing due to the numerous advertisements on the internet, tv, etc. these group also become self-conscious and have develop their own preferences and needs.Figure 1 A Graph Showing Preference Pattern of ChoiceOn the issue of affordability, it was realized that 49% said that the foreign branded cloths were expensive, 26% said that they were very expensive, 22% moderate and only 2% said that it was cheap. The explanation may be because of the high percentage of the youth with monthly income of 0 - $100. They have other needs as well as the need to be current with preference to their outlook. They therefore expressed their worries buy saying that the foreign brands were expensive and less affordable. It is also interesting to note that the majority of the people saying that the foreign brands were not affordable as compared to the local brands are the same people who highly prefer the foreign brands to the localbrands.Figure 2 A Graph Showing Affordability Level of Foreign Brands4.2 Factors affecting consumer decision makingIt was noted that 40% said that they strongly agree, 33% agreed, with only 2% disagreeing to the fact that foreign branded cloths are more durable than the locally branded clothing. 42% and 34% also agreed and highly agreed respectively that the foreign clothing are of a higher quality as compared to the local made apparel. 39% and 22% agreed and highly agreed that the foreign clothing, though expensive, holds their value for the money paid.Figure 3 A Graph Showing Factors Affecting Consumer Decision Making 52% and 27% agreed and highly agreed that the foreign brands are attractive. 52% and 15% said that the foreign brands were fashionable. This is due to the fact that they are from technologically developed countries and hence their attractiveness as a result of use of state of the art equipment, latest technology, etc. in producing the apparel. There was a high agreement in the choice of style of the foreign brands as a result of a wide range of customizability, different styles of the same designer ware, different colours etc. as compared to the local brands who only deal in the same design and colour for everyone. However, it may be interesting to note that the respondents failed to agree on brand loyalty in Ghana. 9% strongly agreed, 30% agreed, 32 % were moderate that any brand is good for them, 24% disagreed and 6% strongly disagreed that they were brand loyal and only preferred a specific brand. This may be because of the numerous brands on the market and the youth who make up the bulk of the foreign branded cloths customers, prefer to use a variety of brands to suit their needs and also to experiment to know which design and apparel they need for the occasion and not the brand. They are therefore not brand loyal.5 ConclusionsGhanaian consumer perception and attitude towards foreign versus domestic apparel pointed out that Ghanaians distinguishes foreign apparel as the superior durability, quality, attractiveness, fashionableness, brand name and choice of style due to the fact that they are from technologically developed countries; better value for money, highly customizable, better quality and highly fashionable. Consequently, the consumers had a higher tendency to purchase imported apparel products also rated foreign brands higher than domestic products in quality and value. Ghanaian consumers’ characteristic are quality-oriented who willing to buy high quality imported brands with the freedom to choose which brand and are not held down to particular brands.Reference[1] Wang C.L., Siu N.Y.M., Hui, A. S. Y. Consumer decision-making styles on domestic and importedbrand clothing [J]. European Journal of Marketing. 2004, 38(1/2): 239-252[2] Ukpebor P., Ipogah B. A Study to Indicate the Importance of Consumer Based Brand Equity onConsumer Perception of Brand. (A Case Study of Fast Food Restaurants), 2008[3] Vranesevic T. & Stancec, R. The Effect of the Brand on Perceived Quality of Food Products [J].British Food Journal. 2003, 105(11): 811-825[4] Reardon J., Miller C., Vida I., Kim I. The Effects of Ethnocentrism and Economic Development onthe Formation of Brand and Ad Attitudes in Transitional Economies [J]. European Journal of Marketing, 2005, 39(7/8):737-54[5] Kotler P. Marketing Management (10th edition) [M]. US: Prentice-Hall., 2000[6] Kuhn K. L., Alpert F., Pope N. K. L. An Application of Keller's Brand Equity Model in a B2BContext[J]. Qualitative Market Research, Bradford. 2008, 11(1): 40[7] Hawkins D., Best R., Coney K. Consumer Behavior Building Marketing Strategy, New York [M]:McGraw-Hill/Irwin., 2000。
北师大微观经济学笔记Chapter02
Consumer Choices: Given their preferences and limited incomes, consumers choose to buy combinations of goods that maximize their utilities.
2.1
Consumer Preferences
U ( x) 0 2 X i
2
Utility Curve
Utility
Quantity
Law of Diminishing Marginal Utility
• Marginal utility is defined as the change in utility resulting from buying one additional unit of the good. • As the consumption of a particular good increases, marginal utility decreases.
MU X ( X , Y ) PX 0 X MU Y ( X , Y ) P 0 Y Y PX X P Y I 0 Y
The Equal Marginal Principle
We obtain the equal marginal principle
U ( X , Y ) ( PX X PY Y I )
Necessary Conditions for a Maximum
By differentiating the Lagrangian with respect to X, Y, and , and then equating the derivatives to zero. The resulting equations are
消费者行为学》导论
广东”西园桂绿“荔枝2002年拍卖会上10颗荔枝 换得131.5万元,其中一号荔枝拍得55 .5万元。
郑州保罗国际“天价头”。两个人理发，收费一 万两千元。
一、什么是消费者行为？
１、消费者行为：对涉及商品、服务、经验或创 意的获得、使用及处置的购买单位和交换过程的 研究。
２、消费者行为的特点是：多样性、复杂性、可 引导性。
第三部分：影响消费者行为的社会因素。分别是社会文化 、流行、社会阶层、社会群体、家庭等对消费行为的影响 ，重在研究社会环境因素对消费者行为的影响。
第四部分：影响消费者行为的企业营销因素。分别是产品 、价格场景促销、营销者对消费行为的影响，重在研究企 业微观环境因素对消费者行为的影响，也就是研究消费者 决策。
1968年，第一部消费者行为学教材《消费者行为学》 由俄亥俄州立大学的恩格尔（JamesEngel）、科拉 特（DavidKollat）和布莱克维尔（RogerBlackwell） 合作出版。
（４）21世纪后，消费者行为学的进一步发展 。
随着社会生产、科学技术的飞速发展，许多学 科种类大量涌现，有关消费者心理与行为的研 究也在不断的发展、深化，门类也越来越多， 如商业心理学、广告心理学等。由此可见，消 费者行为学面临着新的挑战，还需要不断完善 和发展。
研究国界的突破:全球化
三、消费者行为的三种研究观点
1、决策观点
20世纪70 年代和80年代早期，研究者集中 于消费者是理性决策人这一观点上。“决策论”把 消费者行为定义为消费者购买、消费和处置的 决策过程 。
根据决策论，消费者首先意识到某个问题 的存在，然后在一种理性的解决问题的过程中 完成一系列步骤，购买由此产生。这些步骤包 括问题的确认、搜寻、方案评估、选择以及获 得后的评估。这一方法植根于认知心理学和经 济学。
消费者行为学全英重点
Chapter 1 Consumer Rule1.Consumer behavior(消费者行为):the study of the process involved when individuals or groups select,purchase,use,or dispose of products,services,ideas,or experience to satisfy needs and desires.※2.Relationship marketing(关系营销):interact with customers regularly;give them reasons to maintain a bond with the company.3.Database marketing(数据库营销):tracking specific consumers’buying habits and crafting products and messages tailored precisely to people’s wants.4.C2C e-commerce:(consumer to consumer activity) the new world of virtual brand communities.5.Business ethics(商业道德):are rules of conduct that guide action in the marketplace----the standards against which most people in a culture judge what is right and what is wrong,good or bad.Chapter 2 Perception1.Sensory systems感觉系统Sensation感觉: is the immediate response of our sensory receptors(eyes,ears,nose,mouth,and,fingers)to,basicstimuli(light,color,sound,odor,and texture).Perception知觉:is the process by which sensations are selected,organized,and interpreted.Hedonic Consumption享乐消费: multisensory,fantasy,and emotional aspects of consumers’ interactions with products.2.Sensory marketing感觉营销:companies pay extra attention to the impact of sensations on our product experiences.3.Absolute threshold绝对阈限:the minimum amount of stimulation that can be detected on a given sensory channel.4.Different threshold差别阈限:ability of a sensory system to detect changes or differences between two stimuli/5.Weber’s law韦伯定律: the amount of change required for the perceiver to notice a change is systematically related to the intensity of the original stimulus.K=Ii∆K=a constant(this varies across the senses)i∆=the minimal change in intensity of the stimulus required to produce a j.n.d.I=the intensity of the stimulus where the change occurs.6.Subliminal perception阈下知觉:occurs when stimulus is below the level of the consumer’s awareness.7.Sensory overload感官超载:consumers exposed to far more information than they can process.8.Perceptual selection:people attend to only a small portion of the stimuli to which they are exposed.9.Perceptual vigilance知觉警惕:consumers are more likely to be aware of stimuli that relate to their current needs.10.Perceptual defense知觉防御:people see what they want to see--and don’t see what they don’t want to see. 11.Adaptation适应:the degree to which consumers continue to notice a stimulus over time.12.Semiotics符号学:is the study of the correspondence between signs and symbols and their roles in how we assign meanings.13.Perceptual positioning知觉定位:constitutes the product’s market position,and it may have more to do with our expectations of product performance as communicated by its color,packaging,or styling with the product itself.14.Perceptual map知觉地图:a vivid way to paint a picture of where products or brands are”located”in consumers’ minds.Chapter 3 Learning and memory1.Behavioral learning theories行为学习理论:assume that learning takes place as the result of responses to external events.2.Classical conditioning经典条件反射理论:a stimulus that elicits a response is paired with another stimulus that initially doe not elicit a response on its own.3.Instrumental conditioning(also operant conditioning)工具性条件反射:the individual learns to perform behaviors that produce positive outcomes and to avoid those that yield negative outcomes.4.Stimulus generalization刺激泛化:tendency for stimuli similar to a conditioned stimulus to evoke similar,unconditioned responses.5.Stimulus discrimination刺激辨别:occurs when a UCS does not folloiw a stimulus similar to a CS.指对于相近但不同的刺激学会做出不同反应的过程。
关于消费者行为学的一些英文译文及原文.
英文文献译文：下面的消费者研究将会说明在一个消费者社会里很多的消费者行为被社会心理学家研究，这包括消费者刺激和消费者行为。
因此，消费者环境为社会现象和行为的研究提供了一个丰富的领域。
消费者决策无所不在不管我们在何时何地，我们都在不停地制定消费者决定。
我们在健身馆注册，经常坐飞机去度假，做体检，选一个餐馆，为了一个更健康的生活方式少吃甜食。
实际上，我们的很多日常决定没有包括较重要的决定，比如，嫁给谁或是否要小孩，但包含了是否喝茶或咖啡，用卡或付现金，或其他的一些琐碎的决定。
而且，我们日常的很多消费者行为甚至是无意的。
相反，它们可能是出于习惯，比如打开美国有线电视新闻网络来了解新闻或搜索谷歌来找一些资料。
一个人在一天中充满了无尽的琐碎的消费决定或者受以前决定的影响，在早上从选择牙膏的品牌到工作后选择看哪部电影。
消费者的选择影响社会认同感的功能虽然对大多数人来说是一个消费者可能不会确定他们的身份，但他们的消费决定仍然是高度身份相关的，就它们对应到更大的价值观和信仰，表达自我的重要方面。
素食主义者是不忍心看到动物被杀害和一些人抵制买那些被认为是由儿童劳工制成的衣服。
一些人买丰田普瑞斯出于是对环境的关注；另一些人抵制日本汽车，比如普瑞斯，是为了帮助当地的汽车工业。
在这方面，甚至在可口可乐和百事可乐之间选择是不必要的琐事。
人们不能在盲目的测试中区分可口可乐和百事可乐，或他们更喜欢百事可乐，然而可能还是坚持可口可乐作为一种文化标志。
尝试改变可口可乐的配方会使反对者生气。
显然，消费品和品牌不仅满足实际的需要。
在一个世界，供过于求和品牌的区分，很多消费者选则品牌是为了表达他们的个性或使他们自己屈服于他们的欲望。
他们不是简单的使用苹果；他们是苹果的使用者并认为换另一个牌子的个人电脑会像是一个背叛者一样。
从饮料到电脑，品牌成为一种意识形态。
人们可能也会把产品的认知作为自身的延伸；比如，他们可能认同他们的车就像他们对待他们的宠物一样。
市场营销专业英语单词完整
市场营销专业英语单词完整市场营销专业英语单词是指在市场营销领域中经常使用的英语单词，包括了市场营销相关的各种领域，如市场分析、市场定位、市场推广、品牌建设、公关活动等等。
以下是市场营销专业英语单词的详细解释和用法：1. Marketing（营销）Marketing是指企业为了实现自己的利益和目标，通过各种手段和方式向潜在的客户或目标市场推销产品或服务的过程。
例句：We need to develop a new marketing plan to attract more customers.（我们需要制定新的营销计划来吸引更多的客户。
）2. Branding（品牌建设）Branding是指企业通过建立自己的品牌形象，打造一种与众不同的个性和特点，从而在市场上获得更高的竞争力和收益。
例句：Our company is famous for its branding strategy, which has helped us win many customers.（我们公司以品牌策略著称，这帮助我们赢得了许多客户。
）3. Advertising（广告）Advertising是指企业利用各种渠道和媒介，向潜在客户或目标市场宣传自己的产品或服务的一种手段。
例句：We are going to launch a new advertising campaign to promote our new product.（我们将推出一项新的广告宣传活动，以促进我们的新产品。
）4. Promotion（促销）Promotion是指企业为了吸引更多的客户或促进销售，采取一系列措施和手段进行产品或服务的宣传和推广。
例句：We need to come up with some new promotion ideas to boost sales.（我们需要想出一些新的促销点子来提高销售额。
）5. Market Research（市场调研）Market Research是指对目标市场进行深入的调研和分析，以了解市场趋势和客户需求，为企业制定营销策略和销售计划提供支持。
消费者行为学 CONSUMER BEHAVIOR
10
REMINDER
• For low involvement products, efforts aimed at affecting internal search tend to be more effective—the consumer is usually not willing to expend energy on external search. • External search is more likely for higher involvement products.
• Statements must be – Perceived – Comprehended – Remembered – Believed (at least in part)
BUAD 307
CONSUMER BEHAVIOR
Lars Perner, Instructor
17
Positioning Through Creating Beliefs
CONSUMER BEHAVIOR
Lars Perner, Instructor
3
Learning Outcome Objectives
• Understand how consumer cognitive (thinking) processes and limitations, affect, beliefs, social influences, and other contextual factors influence consumer decision making, choices, and behavior • Appreciate how these insights can be used to design and implement effective marketing strategies • Appreciate individual and segment differences in process and outcome
消费者行为学(Consumer-Behavior)-(1)
• Do Marketers Promise Miracles?
– Not if they are honest; they do not have the ability to create miracles.
Developmental Psychology
Human Ecology Microeconomics Social Psychology Sociology Macroeconomics Semiotics/Literary Criticism Demography History
Cultural Anthropology
Communicate Their Association With Objects, Both to Self/ Others Participate in a Mutual Experience and Merge Self With Group
Consuming as Play
Copyright 1999 Prentice Hall
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Consumer Behavior is the Process Involved When Individuals or Groups Select, Use, or Dispose of Products, Services, Ideas or Experiences to Satisfy Needs and Desires.
Meaning Derived i.e. rugged, individualistic, American
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 Behavior1.1 Definition of Consumer BehaviorConsumer 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 BehaviorUnderstanding 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 Process2.1 Need RecognitionConsumers recognize a need when they perceive a discrepancy between their current state and a desired state. This discrepancy can be triggered by internal or external stimuli and can be related to physiological, psychological, or social needs.2.2 Information SearchOnce consumers recognize a need, they engage in an information search to gather information about potential solutions to their need. The information search can be internal (from memory) or external (through various sources such as friends, family, advertisements, internet searches, etc.).2.3 Evaluation of AlternativesDuring this stage, consumers compare and evaluate different options based on various criteria such as price, quality, brand reputation, features, and personal preferences. They develop a consideration set, which consists of the alternatives they perceive as potentially meeting their needs.2.4 Purchase DecisionAfter evaluating the alternatives, consumers make a purchase decision. This decision can be influenced by factors such as available budget, product availability, purchase convenience, perceived value, and past experiences.2.5 Post-Purchase EvaluationAfter purchasing a product, consumers assess whether their expectations were met or exceeded. This evaluation influences consumer satisfaction, brand loyalty, and future purchase intentions.Unit 3: Factors Influencing Consumer Behavior3.1 Cultural FactorsCulture, subculture, and social class have a significant impact on consumer behavior. Cultural values, beliefs, norms, and customs shape individuals' preferences, attitudes, and behaviors.3.2 Social FactorsSocial factors such as reference groups, family, social roles, and social status influence consumer behavior. Individuals often seekapproval and acceptance from their reference groups and make purchasing decisions based on the opinions and recommendations of others.3.3 Personal FactorsPersonal factors including age, gender, income, occupation, lifestyle, personality, and self-concept influence consumer behavior. These factors shape individuals' needs, motivations, and decision-making processes.3.4 Psychological FactorsPsychological factors like perception, learning, motivation, beliefs, attitudes, and emotions influence consumer behavior. Marketers often use strategies to appeal to consumers' emotions, perceptions, and motives to influence their purchasing decisions.Unit 4: Consumer Behavior in the Digital Age4.1 Online Consumer BehaviorThe rise of the internet and e-commerce has significantly influenced consumer behavior. Online consumers have access to vast information, can compare prices, read reviews, and make purchases conveniently. Understanding online consumer behavior is essential for marketers to effectively target and engage digital consumers.4.2 Social Media and Consumer BehaviorSocial media platforms have become powerful tools for understanding and influencing consumer behavior. Consumers increasingly rely on social media for product recommendations,reviews, and engaging with brands. Marketers can leverage social media platforms to connect with consumers, build brand loyalty, and generate positive word-of-mouth.4.3 Mobile Consumer BehaviorThe widespread use of smartphones has transformed consumer behavior. Mobile consumers can research, shop, and transact anytime and anywhere. Marketers need to optimize their websites and applications for mobile devices to provide a seamless mobile experience and capitalize on mobile consumer behavior. Conclusion:Consumer behavior is a complex field of study that helps marketers understand the needs, motivations, decision-making processes, and behavior of consumers. By understanding consumer behavior, marketers can develop targeted marketing strategies, enhance customer satisfaction, and build long-term relationships with their customers.Unit 5: The Influence of Marketing and Advertising on Consumer Behavior5.1 Marketing MixThe marketing mix consists of the four Ps: product, price, place, and promotion. Each element of the marketing mix can influence consumer behavior. For example, the product's features and benefits, packaging, and branding can create a favorable perception and influence purchase decisions. Pricing strategies can impact consumer perceptions of value and affordability. Distribution channels and accessibility can make a product more or less available, influencing consumer choices. Finally, promotional activities such as advertising, sales promotions, and publicrelations can shape consumer preferences and purchase intentions.5.2 Advertising and Consumer BehaviorAdvertising is a powerful tool that can influence consumer behavior. Through various forms of media, such as TV, radio, print, and online advertisements, marketers can communicate messages about their products and brands to consumers. Advertising can create awareness, generate interest, and influence consumer perceptions and attitudes towards a product or brand. It can also influence consumers' decision-making processes by highlighting product benefits, addressing consumer needs, and creating a sense of urgency or desire for the product.5.3 The Role of BrandingBranding plays a crucial role in influencing consumer behavior. A strong brand can evoke positive associations and emotions, create trust and loyalty, and differentiate a product or service from competitors. Branding can influence consumer perceptions of quality, reliability, and value, and can drive purchase decisions. Marketers use branding strategies such as brand positioning, brand image, and brand equity to shape consumer preferences and create strong brand-consumer relationships.5.4 The Influence of Social ProofSocial proof refers to the tendency of individuals to rely on the actions and opinions of others when making decisions. It is a powerful tool that marketers use to influence consumer behavior. Social proof can be demonstrated through testimonials, reviews, ratings, and recommendations from satisfied customers. Marketers also leverage influencers and celebrities to endorse their products,capitalizing on their social proof and influencing consumer perceptions and purchase decisions.5.5 The Impact of Consumer PsychologyConsumer psychology, which focuses on understanding how individuals perceive, process, and interpret information, plays a significant role in consumer behavior. Marketers utilize various psychological tactics to influence consumer behavior. For example, scarcity tactics, such as limited-time offers or limited availability, can create a sense of urgency and drive immediate purchases. Framing techniques, such as presenting information in a positive or negative light, can influence consumer perceptions and decision-making. Marketers also appeal to consumers' emotions, using storytelling and imagery to evoke desired feelings and associations with their products or brands.Unit 6: Consumer Behavior and Decision-Making Strategies6.1 Rational Decision-MakingThe rational decision-making model suggests that consumers go through a systematic process of evaluating alternatives and making logical decisions based on rational criteria. This model assumes that consumers are rational and have complete information and the ability to evaluate all available alternatives objectively. However, in reality, consumers may not always follow a strictly rational decision-making process, and factors such as emotions, habits, and heuristics can influence their choices.6.2 Emotional Decision-MakingEmotions play a significant role in shaping consumer behavior anddecision-making. Emotional decision-making occurs when consumers make choices based on emotional responses rather than logical analysis. Marketers use various strategies to elicit emotions and influence consumer behavior, such as creating emotionally appealing advertisements, associating products with positive emotions, or triggering emotions of fear, excitement, or nostalgia.6.3 Habitual Decision-MakingHabitual decision-making occurs when consumers make choices based on automatic routines, habits, or pre-established brand preferences. Consumers rely on these habits and familiarity to simplify the decision-making process and reduce cognitive effort. Marketers can leverage consumer habits by creating products, experiences, or advertising that reinforce existing habits or by providing convenience and familiarity.6.4 Heuristic Decision-MakingHeuristics are mental shortcuts or rules of thumb that individuals use to simplify decision-making. They allow consumers to make quick decisions based on limited information or prior experience. Heuristics can be influenced by factors such as product packaging, branding, pricing cues, or social norms. Marketers can utilize heuristics by creating packaging or design that triggers positive associations or by providing cues that simplify decision-making, such as prominently displaying special offers or discounts.6.5 Decision-Making Strategies in the Digital AgeThe digital age has introduced new decision-making strategies for consumers. Online reviews, ratings, and social media influencers have become important sources of information for consumers.They heavily rely on other customers' experiences and recommendations to make informed choices. Marketers need to understand these new decision-making strategies and find ways to leverage them by encouraging positive online reviews, engaging with influencers, and providing relevant and trustworthy information online.Conclusion:Consumer behavior is a dynamic and evolving field of study. It is influenced by various factors, such as cultural, social, personal, and psychological factors. Marketers play a crucial role in understanding and influencing consumer behavior through marketing and advertising strategies. By understanding consumer decision-making processes and utilizing effective marketing tactics, marketers can build strong relationships with consumers, meet their needs and expectations, and ultimately drive sales and business success.。
经济学原理(双语)-教学大纲
《经济学原理》（双语）教学大纲Principles of Economics（Class Syllabus）课程编号：032023A课程类型：□通识教育必修课□通识教育选修课□专业必修课□专业选修课✔学科基础课总学时：48讲课学时：48实验（上机）学时：0学分：3适用对象：经济类本科生先修课程：高等数学一、课程的教学目标《经济学原理》包括《微观经济学》和《宏观经济学》两部分。
经济学是研究稀缺资源在各种可供选择的用途中，如何进行最有效的配置，以使得人类的无限欲望得到最大满足的一门理论经济学。
经济学作为理论经济学，是许多经济学科如管理经济学、公共财政学、市场学、国际经济学、货币银行学、财政学、国际贸易学、国际金融学等的理论基础。
微观经济学是以个体经济单位例如单个家庭、单个企业、单个市场为研究对象的一门理论经济学。
它试图通过对个体经济单位经济行为的研究，来说明现代社会中市场机制的运行和作用以及如何改善这种运行的途径。
宏观经济学是以社会总体的经济行为即宏观经济运行作为研究对象的一门理论经济学。
它试图通过对社会总体经济行为的研究，来说明市场经济条件下宏观经济的运行以及如何改善这种运行的途径。
目标1：系统理解和掌握经济学基本理论和基础知识目标2：熟悉经济学中基本概念和基本原理的英文表述目标3：能够运用所学原理分析实际经济问题和现象目标4：为进一步学习其他经济类课程打下坚实的理论基础。
二、教学基本要求教学内容：第二章的消费理论、第三章的生产理论、第五章的市场理论、第六章的生产要素市场和收入分配理论、第七章一般均衡、第九章国民收入核算、第十一章产品市场和货币市场的一般均衡、第十三章财政政策和货币政策、第十五章通货膨胀与失业应精讲、细讲。
对各章重点内容，教师应阐述清楚基本原理，并在此基础上以一些浅显易懂的案例增进学生的理解，启发学生的求知欲与好奇心。
教学方法：为实现教学目标，本课程主要采取教师讲授的方式授课，任课教师应以多媒体教学为基本授课方式，教师也可以所采取的其他教学手段如课堂讨论、案例教学等。
consumer词组
consumer词组
1. Consumer behavior：消费者行为，指的是消费者在购买、使用和处置产品或服务时的决策过程和行为模式。
2. Consumer market：消费者市场，指的是由最终消费者组成的市场，他们购买产品或服务用于个人或家庭消费。
3. Consumer protection：消费者保护，指的是保护消费者的权益和利益，防止他们受到不公平、欺诈或有害的商业行为的影响。
4. Consumer confidence：消费者信心，指的是消费者对经济和个人财务状况的乐观程度，以及他们愿意消费的意愿。
5. Consumer electronics：消费电子产品，指的是设计用于个人和家庭使用的电子设备，如电视、手机、电脑等。
6. Consumer goods：消费品，指的是用于满足个人和家庭需求的产品，如食品、服装、家居用品等。
7. Consumer research：消费者研究，指的是对消费者的需求、态度、行为和偏好进行调查和分析的过程。
这些词组涉及到消费者行为、市场、保护、信心、电子产品、商品和研究等方面，它们在商业、营销、经济学和社会学等领域都有重要的应用。
behavior的用法和搭配
behavior的用法和搭配一、behavior的基本含义和用法behavior（行为）是一个经常被使用的英文词汇，用于描述人类、动物或物体的举止和表现。
在不同的语境中，behavior还可以用来谈论习惯、态度和行为模式。
让我们一起探索behavior在不同搭配中的意义和用法。
1. 行为类型搭配- Social behavior（社交行为）：社交行为指个体在社会交往中所展示的行为表现。
它包括言语、肢体语言以及人际关系方面的举止等。
利用适当的社交行为可以提升个人与他人之间的互动效果。
- Aggressive behavior（攻击性行为）：指具有敌对倾向、威胁或造成伤害意图的行为。
这种行为可能由某些环境因素或个人特质引发，并需要有效地管理和控制。
- Risky behavior（冒险行为）：涉及对自身或他人安全存在潜在风险的活动称为冒险性行为，如赛车、攀岩等。
理解冒险性行为背后的心理原因有助于采取相应措施减少意外事件发生的可能性。
2. 行为对象搭配- Consumer behavior（消费者行为）：消费者行为研究个体或群体在购买决策过程中的作用和影响因素。
了解消费者行为有助于市场营销人员制定更具吸引力的销售策略。
- Organizational behavior（组织行为）：研究组织内个体、团体以及整体系统之间互动关系的学科。
它关注员工与公司之间的相互作用，深入了解组织行为可以改进企业运营和管理效能。
二、behavior在常见表达中的搭配1. 行为修饰搭配- Good behavior（良好行为）：指对他人友善、有礼貌且符合社会规范的举止。
教育和培养良好行为是塑造优秀公民素质的重要一环。
- Bad behavior（不良行为）：指违反社会道德、伦理或法律准则的举止。
不良行为需要进行纠正和引导，以保持社会秩序和公共利益。
2. 行为影响搭配- Behavior modification（行为改变）：通过使用正、负强化或惩罚等技术手段来改变个体或群体的行为。
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2.1 The Buyer Decision Process
2.1.1 Stages in the Buyer Decision Process Stage 3: Alternative Evaluation The stage of the buyer decision process in which the consumer uses information to evaluate alternative bounds in the choice set. The factors that the consumer might consider when evaluating alternatives are the consumer’s evaluative criteria, which represent both the objective attributes of a brand and the subjective ones.
Chapter 2 Consumer Behavior
Contents
1 The Buyer Decision Process 2
Factors Influencing Consumer Behavior
3 Models of Consumer Behavior
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2.1.1 Stages in the Buyer Decision Process
Problem Recognition
Information Search
Evaluation of
Alternatives
Purchase Decision
Postpurchase
Behavior
2.1 The Buyer Decision Process
2.2 Factors Influencing Consumer Behavior Brand Personality Jennifer Asker Sincerity (down-to-earth, honest, wholesome, cheerful) Excitement (daring, spirited, imaginative, up-to-date) Competence (reliable, intelligent, successful) Sophistication (upper class, charming) Ruggedness (outdoorsy, tough)
Black box model
ENVIRONMENTAL FACTORS Marketing Stimuli Product Price Place Promotion Environmental Stimuli Economic Technological Political Cultural Demographic Natural BUYER'S BLACK BOX Buyer Characteristics Attitudes Motivation Perceptions Personality Lifestyle Knowledge Decision Process Problem recognition Information search Alternative evaluation Purchase decision Post-purchase behaviour BUYER'S RESPONSE Product choice Brand choice Dealer choice Purchase timing Purchase amount
2.1 The Buyer Decision Process
2.1.1 Stages in the Buyer Decision Process Stage 2: Information Search
The stage of the buyer decision process in which the consumer is around to search for more information.
2.2 Factors Influencing Consumer Behavior 2.2.1 Cultural Factors 2.2.2 Social Factors 2.2.3 Personal Factors 2.2.4 Psychological Factors
2.2 Factors Influencing Consumer Behavior 2.2.1 Cultural Factors Culture refers to the set of values, ideas, and attitudes that are accepted by a homogeneous group of people and transmitted to the next generation.
The black box model shows the interaction of sБайду номын сангаасimuli, consumer characteristics, decision process and consumer responses.
2.1 The Buyer Decision Process
2.2 Factors Influencing Consumer Behavior 2.2.3 Personal Factors A person’s buying decisions are also influenced by personal characteristics that are unique to each individual, such as gender, age, life-cycle stage, personality, self-concept and lifestyle.
2.1 The Buyer Decision Process
2.1.3 Factors Determining the Level of Consumer Involvement 1.Previous Experience 2.Interest 3.Perceived Risk 4.Situation 5.Social Visibility
2.1 The Buyer Decision Process
2.1.2 Types of Consumer Buying Decision and Consumer Involvement Routine response behavior Limited decision making Extensive decision making
2.1.1 Stages in the Buyer Decision Process Stage 1: Problem Recognition The first stage of the buyer decision process in which the consumer recognizes a problem or a need. The buying process starts when the buyer recognizes a problem or need. This need can be triggered by internal stimulation or external stimulation that then becomes a drive.
2.2 Factors Influencing Consumer Behavior 2.2.4 Psychological Factors Psychology helps marketers understand why and how consumers behave as they do. Particularly useful for interpreting buying processes and directing marketing efforts are concepts such as motivation, perception, learning, values, beliefs and attitudes.
2.2 Factors Influencing Consumer Behavior 2.2.2 Social Factors Consumers interact socially with reference groups, opinion leaders, and family members to obtain product information and decision approval.
Consumer information sources include : 1.personal sources (family, friends, neighbors,acquaintances) mercial sources (advertising, Web sites, salespersons, dealers, packaging, displays) 3.public sources (mass media, consumer-rating organizations) 4.experiential sources (handling, examining, using the product).
2.1 The Buyer Decision Process
2.1.1 Stages in the Buyer Decision Process Stage 5: Postpurchase Behavior The stage of the buyer decision process in which consumers take further action after purchase based on their satisfaction or dissatisfaction.