消费者行为学(Consumer-Behavior)-(1)PPT
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1-1
CONSUMER BEHAVIOR Fourth Edition
Michael R. Solomon
Chapter 1
An Introduction to Consumer Behavior
Copyright 1999 Prentice Hall
Defining Consumer Behavior 1-2
Helps to Establish the User’s Identity
Nostalgic Attachment
Serves as a Link With a Past Self
Interdependence
Part of the User’s Daily Routine
Love
Elicits Bonds of Warmth, Passion, or Other Strong Emotion
• Understanding consumer behavior is good business.
–Firms exist to satisfy consumers’ needs, so –Firms must understand consumers needs to
satisfy them.
• The Process of Marketing Segmentation:
–Identifies Groups of Consumers Who are Similar to One Another in One or More Ways, and
–Devises Marketing Strategies that Appeal to One or More of These Groups.
> Consumer Theft (Shrinkage) >Anticonsumption
– Culture Jamming – Cultural Resistance
Consumed Consumers
> People Who Are Exploited for Commercial Gain in the Marketplace.
Copyright 1999 Prentice Hall
Copyright 1999 Prentice Hall
Marketing’s Impact on Consumers: 1-6
The Meaning of Consumption
Types of Relationships a Person May Have With a Product:
Self-Concept Attachment
• 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.
to People.
There Are 4 Distinct Types of Consumption Activities:
Consuming as Experience
An Emotional or Aesthetic Reaction to Consumption Objects
Consuming as Integration
>Behavior is Not Done by Choice >Gratification is Short-Lived >Strong Feelings of Regret or Guilt Afterwards
Addictive Consumption
> Gambling
Illegal Activities
Interaction
Copyright 1999 Prentice Hall
The Wheel of Consumer Behavior 1-14
Consumer Behavior
Consumers As Decision Makers Consumers and Subcultures Consumers and Culture
Which Most People in a Culture Judge What is Right and What is Wrong, Good or Bad.
Loyal
Honest
Trustworthy
Accountable
Concern for Others
Universal Values
Integrity
• Database Marketing involves tracking consumers’ buying habits very closely, and crafting products and messages tailored precisely to people’s wants and needs based on this information.
• Are Advertising and Marketing Necessary?
– Response: Yes, if approached from an information dissemination perspective.
• Do Marketers Promise Miracles?
Key Concepts
Role Theory
Different Actors
Process Involving Exchange
Organizations or Groups
Copyright 1999 Prentice Hall
Consumers Impact on Marketing 1-3 Strategy
Copyright 1999 Prentice Hall
Segmenting Consumers by
1-4
Demographic Dimensions
Demographics are Statistics That Measure Observable Aspects of a Population Such As:
Object
Focus of the Message i.e. Marlboro Cigarettes
Sign
Sensory Image That Represents the Intended Meanings of the Objects
i.e. Marlboro Cowboy
Interpretant
Social Psychology Sociology
Macroeconomics Semiotics/Literary Criticism
Demography History
Cultural Anthropology
Copyright 1999 Prentice Hall
Two Perspective on Consumer 1-13 Research
Geography
Age
Race and Ethnicity
Gender
Social Class and Income
Family Structure
Copyright 1999 Prentice Hall
Relationship Marketing: Building 1-5 Bonds With Consumers
Meaning Derived i.e. rugged, individualistic,
American
Copyright 1999 Prentice Hall
Marketing Ethics
1-9
Business Ethics are Rules of Conduct That Guide Actions in the Marketplace - the Standards Against
Justice
Copyright 1999 Prentice Hall
Fair Respect
Other Marketing Ethics Issues 1-10
• Do Marketers Create Artificial Needs?
– Response: Marketing attempts to create awareness that these needs do exist, rather than to create them.
Express Aspects of Self or Society
Consuming as Classification
Communicate Their Association With Objects, Both to Self/ Others
Consuming as Play
Participate in a Mutual Experience and Merge Self With Group
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.
Copyright 1999 Prentice Hall
Interdisciplinary Influences
1-12
Individual Focus
Social Focus
Experimental Psychology Clinical Psychology
Developmental Psychology Human Ecology Microeconomics
– Not if they are honest; they do not have the ability to create miracles.
Copyright 1999 Prentice Hall
The Dark Side of Consumer
1-11
Behavior
Compulsive Consumption
Copyright 1999 Prentice Hall
Semiotics: The Symbols Around Us 1-8
Semiotics is the Study of How Consumers Interpret the Meaning of Symbols.
Every Marketing Message Has 3 Components:
Positivist Approach
Interpretivist Approach
Objecቤተ መጻሕፍቲ ባይዱive
Socially Constructed
Prediction
Understanding
Independent Real Cause Separation
Contextual
Simultaneous Shaping
Copyright 1999 Prentice Hall
Consumption Typology
1-7
Consumption Typology Explores the Different Ways That Products and Experiences Can Provide Meaning
CONSUMER BEHAVIOR Fourth Edition
Michael R. Solomon
Chapter 1
An Introduction to Consumer Behavior
Copyright 1999 Prentice Hall
Defining Consumer Behavior 1-2
Helps to Establish the User’s Identity
Nostalgic Attachment
Serves as a Link With a Past Self
Interdependence
Part of the User’s Daily Routine
Love
Elicits Bonds of Warmth, Passion, or Other Strong Emotion
• Understanding consumer behavior is good business.
–Firms exist to satisfy consumers’ needs, so –Firms must understand consumers needs to
satisfy them.
• The Process of Marketing Segmentation:
–Identifies Groups of Consumers Who are Similar to One Another in One or More Ways, and
–Devises Marketing Strategies that Appeal to One or More of These Groups.
> Consumer Theft (Shrinkage) >Anticonsumption
– Culture Jamming – Cultural Resistance
Consumed Consumers
> People Who Are Exploited for Commercial Gain in the Marketplace.
Copyright 1999 Prentice Hall
Copyright 1999 Prentice Hall
Marketing’s Impact on Consumers: 1-6
The Meaning of Consumption
Types of Relationships a Person May Have With a Product:
Self-Concept Attachment
• 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.
to People.
There Are 4 Distinct Types of Consumption Activities:
Consuming as Experience
An Emotional or Aesthetic Reaction to Consumption Objects
Consuming as Integration
>Behavior is Not Done by Choice >Gratification is Short-Lived >Strong Feelings of Regret or Guilt Afterwards
Addictive Consumption
> Gambling
Illegal Activities
Interaction
Copyright 1999 Prentice Hall
The Wheel of Consumer Behavior 1-14
Consumer Behavior
Consumers As Decision Makers Consumers and Subcultures Consumers and Culture
Which Most People in a Culture Judge What is Right and What is Wrong, Good or Bad.
Loyal
Honest
Trustworthy
Accountable
Concern for Others
Universal Values
Integrity
• Database Marketing involves tracking consumers’ buying habits very closely, and crafting products and messages tailored precisely to people’s wants and needs based on this information.
• Are Advertising and Marketing Necessary?
– Response: Yes, if approached from an information dissemination perspective.
• Do Marketers Promise Miracles?
Key Concepts
Role Theory
Different Actors
Process Involving Exchange
Organizations or Groups
Copyright 1999 Prentice Hall
Consumers Impact on Marketing 1-3 Strategy
Copyright 1999 Prentice Hall
Segmenting Consumers by
1-4
Demographic Dimensions
Demographics are Statistics That Measure Observable Aspects of a Population Such As:
Object
Focus of the Message i.e. Marlboro Cigarettes
Sign
Sensory Image That Represents the Intended Meanings of the Objects
i.e. Marlboro Cowboy
Interpretant
Social Psychology Sociology
Macroeconomics Semiotics/Literary Criticism
Demography History
Cultural Anthropology
Copyright 1999 Prentice Hall
Two Perspective on Consumer 1-13 Research
Geography
Age
Race and Ethnicity
Gender
Social Class and Income
Family Structure
Copyright 1999 Prentice Hall
Relationship Marketing: Building 1-5 Bonds With Consumers
Meaning Derived i.e. rugged, individualistic,
American
Copyright 1999 Prentice Hall
Marketing Ethics
1-9
Business Ethics are Rules of Conduct That Guide Actions in the Marketplace - the Standards Against
Justice
Copyright 1999 Prentice Hall
Fair Respect
Other Marketing Ethics Issues 1-10
• Do Marketers Create Artificial Needs?
– Response: Marketing attempts to create awareness that these needs do exist, rather than to create them.
Express Aspects of Self or Society
Consuming as Classification
Communicate Their Association With Objects, Both to Self/ Others
Consuming as Play
Participate in a Mutual Experience and Merge Self With Group
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.
Copyright 1999 Prentice Hall
Interdisciplinary Influences
1-12
Individual Focus
Social Focus
Experimental Psychology Clinical Psychology
Developmental Psychology Human Ecology Microeconomics
– Not if they are honest; they do not have the ability to create miracles.
Copyright 1999 Prentice Hall
The Dark Side of Consumer
1-11
Behavior
Compulsive Consumption
Copyright 1999 Prentice Hall
Semiotics: The Symbols Around Us 1-8
Semiotics is the Study of How Consumers Interpret the Meaning of Symbols.
Every Marketing Message Has 3 Components:
Positivist Approach
Interpretivist Approach
Objecቤተ መጻሕፍቲ ባይዱive
Socially Constructed
Prediction
Understanding
Independent Real Cause Separation
Contextual
Simultaneous Shaping
Copyright 1999 Prentice Hall
Consumption Typology
1-7
Consumption Typology Explores the Different Ways That Products and Experiences Can Provide Meaning