台大消费者行为cb 13 group influence
消费者行为课程第一次面授
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影響消費者決策的因素
一、環境因素
文化 社會階層 人員影響 家庭影響
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影響消費者決策的因素
二、個人影響因素
動機 學習 態度 價值觀 生活型態AIO
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影響消費者決策的因素
三、情境影響因素
實體環境：裝飾、音樂、光線 社交環境 時間 任務或是目的 暫時狀態 禮俗
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92學年下學期 期中考命題範圍
-第1章至第6章。 第1講到17講。 （p1~236）
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發展行銷組合பைடு நூலகம்略
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發展市場定位的步驟
發展行銷組合策略
產品定價 產品 通路 溝通
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利益區隔模式
不同利益區隔的解析 p55 行了解顧客會追尋不同利益是否受所得、 AIO影響 探討不同利益區隔的消費者之忠誠度、 購買行為
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第三章 消費者決策過程
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視消費者行為是決策的過程
決策的過程分為五個步驟
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三、消費者本身
成為較聰明的消費者 了解影響消費型態的因素
例如動機、名人背書的效果
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第二章 消費者行為及市場區隔、 定位
目標行標的三個階段
大量行銷 產品多樣化行銷 目標行銷
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市場區隔
狹義：指將市場依照消費者的需求，將 市場區分為幾個不同的消費者子集合的 過程 廣義：以先將市場區隔為數個不同的區 隔市場，再從中選一個或多個對公司最 適合的消費者子集合作為目標市場，並 針對目標市場發展市場定位，以擬定行 銷組合。
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例如寶鹼公司之洗髮精產品
飛柔是針對單純清潔洗淨頭髮的消費者 海倫仙度絲是針對有頭皮屑困擾的消費 者 其他的產品品牌還有潘婷、沙宣、草本 精華以適合不同的目標區隔市場
台大消费者行为cbpostpurhcase
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扩展市场，开发未来，实现现在。2020年12月2日星 期三上 午4时44分30秒04:44: 3020.12.2
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做专业的企业，做专业的事情，让自 己专业 起来。2020年12月上 午4时44分20.12.204:44Dece mber 2, 2020
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时间是人类发展的空间。2020年12月2日星期 三4时44分30秒04:44: 302 December 2020
May require disposition in stages
– physical detachment
– emotional detachment
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20.12.204:44:3004:4 404:4420.12.220.12. 204:44
谢谢
04:44 20.12 204:4
2020年12月2日星期三4时44分30秒
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感情上的亲密，发展友谊；钱财上的 亲密， 破坏友 谊。20. 12.22020年12月2日星 期三4时44分30秒20. 12.2
谢谢大家！
台大消费者行为cbpostpurhcase
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1、有时候读书是一种巧妙地避开思考 的方法 。20.1 1.1220. 11.12Thursday, November 12, 2020
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2、阅读一切好书如同和过去最杰出的 人谈话 。22:4 8:4422: 48:4422 :4811/ 12/2020 10:48:44 PM
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3、越是没有本领的就越加自命不凡。 20.11.1 222:48: 4422:4 8Nov-2 012-Nov -20
May require disposition in stages
– physical detachment
– emotional detachment
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20.11.1222:48:4422: 4822:4820.11.1220.1 1.1222:48
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22:48 20.11 1222:
2020年11月12日星期四10时48分44秒
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4、越是无能的人，越喜欢挑剔别人的 错儿。 22:48:4 422:48: 4422:4 8Thursday, November 12, 2020
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5、知人者智，自知者明。胜人者有力 ，自胜 者强。 20.11.1 220.11. 1222:4 8:4422: 48:44N ovembe r 12, 2020
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6、意志坚强的人能把世界放在手中像 泥块一 样任意 揉捏。 2020年 11月12 日星期 四下午 10时48 分44秒 22:48:4 420.11. 12
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7、最具挑战性的挑战莫过于提升自我 。。20 20年11 月下午 10时48 分20.1 1.1222: 48Nove mber 12, 2020
• 13、无论才能知识多么卓著，如果缺乏热情，则无异 纸上画饼充饥，无补于事。Thursday, November 12, 202
台大消费者行为cbperception
0410
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Interpretational Biases: Selective Distortion
Factors that lead to distortion:
physical appearances stereotypes irrelevant cues first impressions jumping to conclusions halo effect
0410
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Exposure
The process by which the consumer comes in physical contact with a stimulus.
0410
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When Does Exposure Occur?
Absolute Thresholds:the lowest point at
0410
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Four Major Ways of Capturing Attention
Self-relevance
Pleasantness
Surprisingness
Ease of processing
0410
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Attention-Getting Techniques
Connect with consumers’ needs paying consumers to pay attention motion or movement rapid-fire scene changes colors are nice Make it bigger make it more intense location
The surprise factor distinctiveness the human attraction the entertainment factor learned attentioninducing stimuli find a less-cluttered environment
台大消费者行为概述
– there is more than one attractive alternative – the decision is important
Consumption Behavior
Knowing how many and which consumers fall into the user and nonuser categories Size of user market is one indicator of market attractiveness Size of nonuser group speaks to future growth opportunities Characterized along many dimensions
season is product consumed?
How is the Product Consumed?
H How is the product prepared?
H Is it consumed alone or with other products?
H Is it used as intended or have consumers invented a new use?
H Firms can position products based on:
– positive feelings resulting from consumption – elimination of negative feelings resulting from
consumption
Sara Lee focuses on the absence of guilt that is often associated with eating this dessert (too many calories or too much fat).
台大消费者行为概述英文
Marketing communication
Product placement
Customer relationship …
Cross-cultural differences in consumer decisionmaking in action
Cultural differences
Social norms
Emotional benefits of …
Emotional branding
The role of beliefs and attitudes in consumer decision-making
Beliefs about products…
Attitudes towards prod…
Belief structures and …
Information …
03
04
05
Evaluation …
Purchase de…
Consumers make the final purchase decision after weighing various factors.
Postpurcha…
Consumers' evaluation of products after purchase and behavioral response.
making
Definition
Role in decision-making
Processes of consumer …
04
Consumer Emotions and Beliefs
The role of emotions in consumer decision-
台大消费者行为概述(英文)
Overview of Consumer Behavior at National Taiwan University IntroductionConsumer behavior is a crucial aspect that affects the success of businesses in various industries. Understanding how individuals make purchasing decisions and what factors influence their buying behavior is of utmost importance for organizations to develop effective marketing strategies. This document provides an overview of consumer behavior at National Taiwan University (NTU), one of the most prestigious universities in Taiwan.Demographics of NTU StudentsBefore delving into consumer behavior, it is necessary to understand the demographics of NTU students. NTU is known for its diverse student body, comprising individuals from different regions, cultures, and socioeconomic backgrounds. The majority of students at NTU are between the ages of 18 to 24, pursuing undergraduate and graduate degrees in various fields of study.Factors Influencing Consumer BehaviorConsumer behavior at NTU is influenced by various internal and external factors. Some of the key factors impacting consumer behavior at NTU are:1. Personal FactorsPersonal factors such as individual preferences, values, lifestyle, and personalities play a significant role in shaping consumer behavior. Students at NTU have diverse tastes and preferences in terms of fashion, food, electronics, and other consumer goods.2. Social FactorsSocial factors, including family, friends, peers, and reference groups, also impact consumer behavior at NTU. Students tend to seek advice and recommendations from their social circle before making purchasing decisions. Trends and popular opinions among peers greatly influence their buying choices.3. Cultural and Subcultural FactorsCulture and subculture have a profound influence on consumer behavior at NTU. Taiwanese culture, including values, beliefs, and customs, significantly shapes the purchasing decisions of students. Additionally, subcultures within NTU, such as sports clubs, debating societies, or arts clubs, may influence individuals’ consumption patterns.4. Psychological FactorsPsychological factors, such as perception, motivation, learning, and attitudes, also affect consumer behavior at NTU. Students’ perception of products and brands, their level of motivation to make a purchase, and their attitudes towards marketing messages significantly impact their buying behavior.Consumer Behavior Research at NTUThe study of consumer behavior at NTU is actively pursued by academic researchers and marketing professionals. The university conducts various research projects and surveys to understand the preferences, motivations, and behaviors of its student population. Some of the areas explored in consumer behavior research at NTU include:1.The impact of social media on purchasing decisions of NTU students.2.The influence of sustainability and ethical considerations onconsumer behavior at NTU.3.The role of brand loyalty and brand perception in purchasingdecisions.4.The effectiveness of different marketing strategies in influencing NTUstudents’ buying behavior.Implications for MarketersUnderstanding consumer behavior at NTU has significant implications for marketers targeting the student population. Some strategies that can be adopted based on the insights from consumer behavior research at NTU are:1.Utilizing social media platforms to engage with NTU students andleverage peer influence.2.Highlighting sustainability and ethical aspects of products to resonatewith the preferences of NTU students.3.Building strong brand loyalty through effective brand managementand marketing campaigns.4.Customizing marketing messages and approach based on the diversecultural backgrounds of NTU students.ConclusionConsumer behavior at National Taiwan University is influenced by various factors, including personal, social, cultural, and psychological aspects. Understanding the intricacies of consumer behavior at NTU is essential for businesses and marketers to develop successful marketing strategies and effectively target the student population. Research conducted at NTU helps to gain insights intothe preferences, motivations, and behaviors of NTU students, leading to better decision-making in marketing efforts.。
消费者行为相关理论
消费者行为相关理论消费者行为是指个人在购买和使用商品或服务时所表现出的思考、决策和行为过程。
为了理解和解释消费者行为，研究者们提出了多种相关的理论。
本文将对其中几个重要的理论进行介绍。
1.可及性和认可理论(Theory of Accessibility and Acceptance)可及性和认可理论由心理学家Bernard Weiner提出，他认为消费者的态度和行为受到两个主要因素的影响：可及性和认可。
可及性是指个人对某个商品或服务相关信息的获取和处理能力，而认可是指消费者对这些信息的接受程度。
2.社会认同理论(Social Identity Theory)社会认同理论由社会心理学家Henri Tajfel提出，它强调人们在购买行为中将考虑自己所属的社会群体对特定产品或品牌的认同程度。
消费者希望通过购买某些商品或使用某些服务来展现自己的社会身份和归属感。
3.期望效用理论(Expected Utility Theory)期望效用理论是经济学家Von Neumann和Morgenstern提出的一个基本理论，它认为消费者在购买商品或服务时会根据自己对所得效用的期望来作出决策。
换言之，消费者会比较不同选择的各种可能结果，然后选择他们期望效用最高的选项。
4.驱动动力理论(Drive Theory)驱动动力理论由心理学家Clark Hull提出，它强调消费者的行为是由内部驱动力推动的。
消费者购买和使用某个商品或服务的原因是为了满足他们的需求和欲望，以减少内部的紧张和不满。
5.认知一致性理论(Cognitive Consistency Theory)认知一致性理论由心理学家Festinger提出，它认为消费者在购买和使用商品或服务时希望保持自己的认知一致性。
换言之，消费者会尽量选择与自己既定的信念和价值观一致的商品或服务，以避免产生认知冲突和不安。
上述理论只是消费者行为研究中的一小部分，实际上还有很多其他的理论和模型被提出和使用。
台大消费者行为诳程大纲(英文doc 4页).doc
消費者行為（90學年度第二學期）TIME：Wednesdays 2：10-5：00PLACE：貳205INSTRUCTORS：練乃華Office: 貳608 Tel: 23630231 ext. 3743e-mail: lien@.twTEXTBOOK：Blackwell, Roger D., Paul W. Miniard, and James F. Engel (2001), Consumer Behavior, Harcourt. (華泰代理)COURSE WEBSITE: http://140.112.110.2GRADING：Midterm Exam 20%Final Exam 20%Individual Assignments 30%Team Project 20%Class Participation 10%NOTE:1. The exams may include multiple choice and essay questions drawing from the text, lectures, team project presentations, and class discussions. There will be no make-up exams, except in case of illness and provided you notify the instructor prior to exam time.2. Assignments are due at the beginning of the assigned date. Late work is subject to a 4/5 grade penalty.3. Separate handouts and class announcements will provide more details regarding the assignments and team project.CLASS SCHEDULE: (subject to change)Purchase Journal Entries:The point of these assignments is to have you introspect on your own behavior and the reasons for it as a way of realizing the complex processes through which consumers go in order to reach a decision. Please pick a product about which you have made a recent decision, and think about the processes you went through to get there. What were the influences on you? The deciding factors? I have attached an example at the end of this syllabus.The product doesn’t have to be complex or expensive, and please analyze your behavior using concepts from the course wherever possible. I would expect most of the entries to be 2-3 pp. long (typed, double-spaced, please).Team Project:In groups of four or five, I would like you to pick an industry and examine consumer behavior in that industry more closely. Who are the consumers, and how are they segmented? Can they be described by income, age, social class, culture, family status, lifestyle? How do consumers in this market make decisions about their purchases? How have marketers in this industry attempted to reach consumers, and what impact has this had on their buying behavior? How effective have marketers been overall? What might they do to improve their connection with consumers? Be sure that you consider all aspects of consumer behavior. You may have to define your industry rather narrowly to avoid having this become a runaway project (i.e., teen clothing, as opposed to apparel in general).The output of this study should be an oral presentation, 20minutes long. I expect this to be presented as if you were a consulting team speaking to industry executives, advising them on how to do a better job of understanding and attracting their customers. You will also turn in a10-15 page group paper (appendices may be added to this). It should be written as a consulting report to management.。
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How Reference Groups Influence Individuals
Socialization Self-concept Social Comparison Conformity
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How Reference Groups Influence Individuals: Socialization
psychological association with a group causes acceptance of its norms, values, attitudes, or behaviors
Informational: when people have difficulty
assessing product or brand characteristics by their own contacts or observations
INFLUENCE
GROUP CHARACTERISTICS • cohesiveness • size • expertise on topics
CONSUMER CHARACTERISTICS • desire to belong • need for social acceptance
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Reference Group Influence on Product and Brand Purchase Decisions
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Strength of Influence
PRODUCT CHARACTERISTICS • public vs. private use • significance of the product to the group • degree of complexity
STRENGTH OF
REFERENCE GROUP
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Special Sources of Influence
Opinion leaders
characteristics
influence likely to occur when:
An individual has limited knowledge
A person cannot evaluate options
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How Reference Groups Influence Individuals: Self-Concept
Self-concept: people protect and modify their self-concept in their interactions with group members People can maintain self-concept by conforming to learned roles Testimonial advertising is effective when the self projected in the ad is consistent with the idealized self of the target consumer
Public
Clothing Watches Automobile Shoes Laptop Photography Jewelry Sports car
Low
Influence on brand choice
Low
High
High
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Pushing Normative Influence on Consumers
Surrogate consumer
an individual who acts as an agent to guide, direct, and/or conduct activities in the marketplace
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Word of Mouth
Vons features excellent deals on toilet paper, but Lucky has better deals on vinegar!
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How Reference Groups Influence Individuals: Conformity
Conformity: a change in beliefs or actions based on real or perceived group pressures Compliance: when an individual conforms to the wishes of the group without accepting all its beliefs or behaviors Acceptance: when an individual actually changes his or her beliefs and values to those of the group
Strong social ties exist between sender and receiver
The product is complex
The product is difficult to test against objective criterion
The product is highly visible to others
Often the most significant source of info for consumers
More credible than paid media endorsements
Consumers are particularly likely to spread negative info
-more information about options -more reliable/credible information -less time spent on search -enhanced relationship with another individual
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Байду номын сангаасypes of Group Influence
Normative: when individuals alter their
behaviors or beliefs to meet the expectations of a group
Value-expressive: when a need for
Impact on
product ownership brand choice
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Types of Reference Groups
Primary Secondary Formal Informal Membership Aspirational Dissociative Virtual
We work very well together! I will check the Encyclopaedia Britannica while you look through the Statistical Abstracts of the United States!
any person or group of people that significantly influences an individual’s behavior
Socialization: permits an individual to know what behavior is likely to result in stability both for the individual and for the group Manual may tell people how to dress in the workplace Informal groups may tell them what is acceptable and the norm in that particular environment
You have to own at least ten directories to be a member of our group!
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Personal and Group Influence on Individuals
High Degree of Influence
Personal and Group Influences
Create influence through advertising Create organizations with agenda Create through association Techniques to increase compliance
foot-in-the-door door-in-the-face
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Benefits of Word-of-Mouth
Hedonic Benefits
Functional Benefits
-decrease risk of new behavior -increase confidence in choice -decrease cognitive dissonance -increase likelihood of acceptance by a desired group or individual
The consumer does not trust advertising or other sources of information
Other information sources have low credibility with the consumer
The individual has a high need for social approval