消费者行为学中英文对照外文翻译文献
消费者行为心理学中英文外文文献翻译
消费者行为心理学中英文外文文献翻译(含：英文原文及中文译文)英文原文Frontiers of Social PsychologyArie W. Kruglanski 、Joseph P. ForgasFrontiers of Social Psychology is a new series of domain-specific handbooks. The purpose of each volume is to provide readers with a cutting-edge overview of the most recent theoretical, methodological, and practical developments in a substantive area of social psychology, in greater depth than is possible in general social psychology handbooks. The editors and contributors are all internationally renowned scholars whose work is at the cutting-edge of research.Scholarly, yet accessible, the volumes in the Frontiers series are an essential resource for senior undergraduates, postgraduates, researchers, and practitioners, and are suitable as texts in advanced courses in specific subareas of social psychology.Some Social Asp ects of Living in a Consumer SocietyThe following sketches will illustrate that in a consumer society much of the behavior studied by social psychologists relates to consumer stimuli and consumer behavior. Thus, the consumer context provides a rich field for the study of social phenomena and behavior.Consumer Decisions Are UbiquitousWhether we are in the supermarket or not, we are constantly making consumer decisions. We enroll in gyms, use our frequent-flyer miles for a vacation resort, buy health care, choose a restaurant, skip dessert for a healthier lifestyle. In fact, most of our daily decisions do not involve existential decisions such as whom to marry or whether to have children or not, but whether to have tea or coffee, use our credit card or pay cash, or other seemingly trivial decisions. Moreover, many of our daily (consumer) behaviors do not even require intentional decisions. Rather, they may be habitual, such as switching to CNN to get the news or accessing Google when looking up some information. A typical day of a typical person is filled with countless minor consumer decisions or the consequences of previous decisions, starting with the brand of toothpaste in the morning to choosing a movie after work.Consumer Choices Fulfill a Social-Identity FunctionAlthough for most people being a consumer may not be central to their identity, many of their consumer decisions are nevertheless highly identity-relevant insofar as they correspond to a larger set of values and beliefs and express important aspects of the self. Eating a vegetarian diet because one does not want to endorse cruelty to animals and boycotting clothes potentially made by child laborers are some examples. Some people buy a Prius out of environmental concerns; others boycott Japanese cars —such as the Prius —in order to help the local carindustry. In this respect, even the choice between Coke and Pepsi is not necessarily trivial. People who cannot discriminate Coke from Pepsi in a blind test, or who prefer Pepsi, may nevertheless adhere to Coke as a cultural icon. Attempts to change the formula of Coke met with angry protests and opposition. Clearly, consumer products and brands do not only fulfill utilitarian needs (Olson & Mayo, 2000; Shavitt, 1990). In a world of oversupply and differentiating brands, many consumers choose brands in order to express their personality or to affiliate themselves with desired others. They do not simply use a Mac; they are Mac users, and switching to another brand of PC would be akin to treason. From soft drinks to computers, brands may become an ideology. People may also perceive of products as extended selves (Belk, 1988); for example, they may identify with their cars just as they do with pets. Likewise, brands may define social groups. The Harley-Davidson Club is a legendary example; an Internet search revealed clubs for almost every car brand and model. In my hometown, I found a V olkswagen New Beetle Club whose stated purpose is to cultivate contacts between New Beetle Drivers by organizing social events (among others, a visit to a car cemetery). On the road, drivers of the same car model often greet each other. Apparently, driving the same model is sufficient to establish social closeness. Brands, products, and consumption habits not only help to establish social connectivity but also serve as status symbols, defining vertical andhorizontal social boundaries. By using particular brands or consuming specific products, people can express a certain lifestyle or attempt to convey a particular social impression. Subscribing to the opera conveys one’s social position just as going to a monster truck race does. Whether your choice of drink is wine or beer, cappuccino or herbal tea, your order expresses more than merely your taste in beverages.Consumer Choices Affect Social PerceptionGiven that brands and products are part of social expression, it is not surprising that people are judged by the brands and products they use. In particular, products of a social-identity function are used as bases for inferences about a target’s personality traits (Shavitt & Nelson, 2000). Likewise, smoking, food choice and amount of food intake have all been shown to affect social impressions. Depending on the subculture of the perceiver (age, country), different personality traits are assumed in smokers compared with nonsmokers (e.g., Cooper & Kohn, 1989; Jones & Carroll, 1998). Various studies found that eaters of a healthier diet are perceived as more feminine and in general judged more favorably than eaters of unhealthy foods (for a review see V artanian, Herman, & Polivy, 2007). Arguing that a Pepsi drinker is to a Coke drinker what a Capulet was to a Montague is, of course, an exaggeration, but clearly brands may distinguish ingroup from out-group members. Possibly this is most extreme among teenagers, where the brand of jeans is perceived todetermine coolness and popularity. Nevertheless, the phenomenon is not limited to teen culture, as testified by the previous examples of social communities defined by shared brands. In sum, from wet versus dry shaving to driving a Porsche versus a Smart, consumer behavior is used as a cue in person perception. Most likely, such cues also manifest in behavior toward these consumers. Physical attacks on women who wear fur are a most extreme example.Affective Consequences of Consumer BehaviorObviously, consumption and the use of products and services may give pleasure and satisfaction or displeasure and dissatisfaction. People may experience joy from wearing a new sweater or suffer emotional consequences when products or services fail or cause inconvenience. Product use is only one source of affective consumer experiences. The mere act of choosing and acquisition is another. People enjoy or dislike the experience of shopping. They may take pleasure from the freedom of simply choosing between different options (e.g., Botti & Iyengar, 2004), feel overwhelmed and confused by an abundance of options (e.g., Huffman & Kahn, 1998), or feel frustrated by a limited assortment that does not meet their particular needs (e.g., Chernev, 2003). They may experience gratification and a boost in self-esteem from the fact that they can afford a particular consumer lifestyle or grudge the fact that they cannot. Many daily sources of affective experiences involve consumerbehavior in one way or another.The Consumer Context Provides Unique Social InteractionsGranted, we rarely form deep and meaningful relationships with our hairdressers and waiters. Still, the consumer context affords many social interactions over a day. Again, these interactions— even if brief— may constitute a source of affective experiences. The smile of the barista, the compliment from the shop-assistant, and the friendly help from the concierge are just a few examples of how such consumerrelated interactions may make us feel good, worthy, and valued, whereas snappy and rude responses have the opposite effect. Besides, the social roles defined by the consumer context may provide unique opportunities for particular behaviors, interactions, and experiences not inherent in other roles. Being a client or customer makes one expect respect, courtesy, and attendance to one’s needs. For some, this may be the only role in their life that gives them a limited sense of being in charge and having others meet their demands. To give another example, complaining is a form of social interaction that mostly takes place within the consumer context. A search for ―complaint behavior‖ in the PsycI NFO database found that 34 out of 50 entries were studies from the consumer context. (The rest mostly related to health care, which may to some extent also be viewed as consumer context.) Given the importance of the consumer context to social experiences and interactions, it provides a prime opportunity forstudying these social behaviors.•How consumers think, feel, reason, and the psychology of screening for different items (such as brands, products); • Consumer behavior when they shop or make other marketing decisions;•Limits in consumer knowledge or access to information affect decisions and marketing outcomes;•How can marketers adapt and improve their marketing competitiveness and marketing strategies to attract consumers more efficiently?Bergi gives an official definition of consumer behavior: the process and the activities people perform when they research, select, purchase, use, evaluate, and deal with products and services in order to meet their needs. The behavior occurs in a group or an organization where individuals or individuals appear in this context. Consumer behavior includes using and handling products and studying how products are bought. The use of products is generally of great interest to marketers because it may affect how a product is in the best position or how we can encourage increased consumption.The Nicosia model focuses on the relationship between the company and its potential customers. The company communicates with consumers through its marketing messages or advertisements and consumers' reactions to the information they want to buy. Seeing this pattern, we willfind that companies and consumers are interconnected. Companies want to influence consumers. Consumers influence company decisions through their decisions.Consumer sentiment refers to a unique set of emotional reactions to the use of or eliciting a consumer experience in the product, a unique class or relationship of the emotional experience described and expressed (such as joy, anger and fear), such as the structural dimensions of the emotional category or pleasant/unpleasant, Relax/action, or calm/excited. Goods and services are often accompanied by emotional reactions (such as the fear caused by watching a horror movie). Emotional values are often associated with aesthetic choices (such as religion, reason). However, more material and utilitarian products also seem to have emotional value. For example, some foods cause childhood experiences and feel comfortable with them. Izad (1977) developed a method of emotional experience and introduced basic emotions. He uses ten words to distinguish the basic types of emotions: interest, joy, surprise, sadness, anger, disgust, contempt, fear, shame, and guilt. This method has been widely used by consumer research.In order to implement the interpersonal and personal construction in this framework, we use the concept of self-awareness to express the influence of consumer response on society. Self-awareness is defined as the individual's consistent trend to focus directly on inward or outward.This theory identifies two different types of people with self-consciousness. The open self-conscious person pays special attention to other people's views on their outside. The private self-conscious person pays more attention to their inner thoughts and feelings. In this case, we assume that the reputation of consumption may be different based on sensitivity to other people. This proposal is also consistent with previous research. It shows that people with different personal behaviors depend on their sensitivity to interpersonal influences. Dubois and Dikena emphasized that "we believe that the analysis of the direct relationship between consumers and brands is a key to improving understanding of such a market." This original assumption is that of private or The value of the open superior product comes from the inherent social status of these objects. Many existing studies emphasize the role of the role played in the exchange of information about their owners and social relationships.中文译文社会心理学前沿艾瑞·克鲁格兰斯基，约瑟夫·弗加斯社会心理学的前沿是一个新的领域专用手册系列。
消费者行为外文翻译文献编辑
文献信息：文献标题：Competition and Consumer Behavior in the Context of the Digital Economy（数字经济背景下的竞争与消费者行为）国外作者：EM Vătămănescu，BG Nistoreanu，A Mitan文献出处：《Amfiteatru Economic Journal》,2017,19(45):354-366字数统计：英文2296单词，13396字符；中文3877汉字外文文献：Competition and Consumer Behavior in the Context of theDigital EconomyAbstract The current paper aims to investigate the relation between competition and online purchasing decision-making, integrating consumer protection awareness and the corresponding consumer behavior as mediators. The focus is on both subjective and objective measures related to the level of consumer awareness and action in a fast-growing competition, potentiated by the digital economy. In order to investigate the relations between the aforementioned concepts, a questionnaire-based survey was conducted, using a sample of 257 students from three top Romanian universities. Based upon the theoretical directions presented in the literature review, a conceptual model was elaborated and tested by employing a partial least squares structural equation modeling technique. As the examination of the structural model indicated, online purchasing decision-making is indirectly influenced by the high competition in the digital economy, by means of consumer protection awareness and consumer protection behavior. At this level, the analyzed factors, namely the competition in the digital economy, the consumer protection awareness and the consumer behavior with respect to the consumer protection policies, explain over 16% in the variance of the online purchasing decision-making.Keywords: consumer protection, competition, digital economy, onlinepurchasing decision-makingIntroductionIn the last three decades, the evolution of the Information and Communication Technologies (ICTs) has led to the rise of a new economic model, often labelled in the literature as “digital economy” (Van Gorp and Batura, 2015, p.15). The model is credited with the potential to stimulate competition between businesses and consumer welfare (Hapenciuc et al., 2015). Given the fact that the Internet is increasingly availableto multiple categories of audiences, the model spreads globally at a remarkable pace, to the extent that the European Commission (EC) (2016a) reports that the gross revenues doubled in some sectors from one year to the next.According to the World Bank (WB) (2016), the main benefits yielded by the use of digital technologies to individuals, companies and the public sector are: a) they reduce information costs, thus lowering the costs of transactions; b) they promote innovation; c) they boost efficiency through quicker and more convenient activities and services; d) they increase inclusion, as services which were previously inaccessible come within reach for more consumers; e) they create job opportunities.According to Consumers International (CI) (2014), the digital economy raises questions regarding the consumer protection mechanisms, the protection of privacy, the intellectual rights and the competition policies, issues that are also pointed by the studies of Van Gorp and Batura (2015) and Kerber (2016). In this respect, the European Union (EU) brings forward an increased concern regarding the resolution of the inconveniences availed by the transition to a new economic model. It stresses on the fact that this phenomenon impacts both the consumers and the business environment.Considering these elements, the paper develops a conceptual model with a view to assess the relations between competition in the digital economy, online buyers' consumer protection awareness, consumer behavior and the online purchase decision-making. To this aim, this study is structured as follows: firstly, the literature review is presented; then, the hypotheses, the methodology and the sample arethoroughly addressed. The research continues with the data analysis and the presentation of the results, using the partial least squares structural equation modeling technique based on SMART-PLS software, version 3. Finally, conclusions, limitations, and future research directions are advanced.Literature reviewAccording to the Council of Economic Advisers (CEA) (2016), in most cases, consumers benefit from rule enforcement, such as enforcement of antitrust laws and the government actions, such as the ones meant to maintain net neutrality or public procurement. As a result, competition has the quality of stimulating productivity, raising product quality and stimulating innovation, while also lowering prices and offering greater choice (EC, 2016b). Moreover, in the markets that are supported by the general contract-law, competitive pressure only allows those companies that satisfy their customers to prosper, and competitors offer voluntarily –in order to differentiate their offers – guarantees that protect buyers even more than law requires (Armstrong, 2008; Andrei and Zaiţ, 2014; Zbuchea, Vătămănescu and Pînzaru, 2016). As a consequence, intense competition is the best means towards consumer protection with respect to many products, even though competition in itself does not guarantee consumer protection.The characteristics of the digital economy are liable to encourage competition via price- comparison websites and other online facilities that could help consumers gather more information about the products and services they wish to buy (WB, 2016), via seller rating systems or online forums where relevant experience sharing and interaction between consumers would be possible (Armstrong, 2008, pp. 102-103; Brătianu and Bolisani, 2015; Vătămănescu et al., 2016; Alexandru, 2016). Therefore, companies compete for sending their messages towards consumers and would invest in creating better products/ services in order to have content clients and to receive positive reviews online, so that they could attract other customers/ have customers return. In their turn, consumers are expected to invest time in selecting the information they need with a view to become aware of the consumer protectionpolicies and to act accordingly. The efficient management of information flows and, implicitly, the knowledge management along the value chains are indisputable sources of competitive advantage in the digital economy, which is strongly globalized (Nicolescu, Galalae and V oicu, 2013; Pînzaru, 2009, 2015; Crișan, Zbuchea and Moraru, 2014; Bolisani, Borgo and Oltramari, 2012; Bolisani, Scarso and Zieba, 2015).According to the perspective presented by United Nations Conference on Trade and Development (UNCTAD) (2014), along with the regulation and stimulation of competition, the consumer empowerment may bring a real progress in the direction of consumer protection. An educated consumer stimulates innovation, productivity and even competition between the actors operating in the market. Empowered consumers are consumers who are aware of their decisions when buying (they compare prices, they read terms and conditions, they verify the products' labels), they get information by themselves and they have accessto advocacy and redress mechanisms they can use in case of need (Nardo et al., 2011). In addition to this, as the Office of Competition and Consumer Protection (OCCP) (2009, pp.31) shows, consumers who have access to the digital environment have the opportunity to be actively involved in the market, becoming “prosumers”, or consumers who gather data a bout brands and products and then share this information with other potential buyers. This behavior influences discrete decision-making processes that are prior to more common purchases, but also the prolonged decision-making processes (OCCP, 2009). A consumer who behaves in this manner is no longer a passive beneficiary, a victim of the market abuses or of the faulty competition, but a real player with a central role in the market (Madill and Mexis, 2009).To corroborate the theoretical arguments mentioned above, we developed a conceptual model comprising four major factors, as follows: a. Competition in the digital economy; b.Consumer protection awareness; c. Consumer protection behavior;d. Online purchasing decision-making (Figure no. 1).As derived from the underlined relationships (Figure no. 1), we presume that the online purchasing decision-making is influenced by competition both directly and by means of consumer awareness andbehavior regarding consumer protection. Thus, four research hypotheses are formulated which will be tested in the next section.Figure no. 1: Conceptual modelMethodologyBased on the theoretical perspectives and correlations previously presented, the current study is intended to answer to four main objectives: a. the investigation of the relationship between competition in the digital economy and the consumer protection awareness of online buyers; b. the investigation of the relationship between the consumer protection awareness of online buyers and their corresponding behavior in this sense; c. the investigation of the relationship between consumer protection behavior and the online purchasing decision-making; d. the investigation of the relationship between competition in the digital economy and the online purchasing decision-making.Building on these objectives, four research hypotheses emerged, as follows:Hypothesis I: Competition in the digital economy positively influences consumer protection awareness.Hypothesis II: Consumer protection awareness positively influences consumer protection behavior.Hypothesis III: Consumer protection behavior positively influences online purchase decision-making.Hypothesis IV: Competition in the digital economy positively influences online purchase decision-making.With a view to test these hypotheses, we employed a quantitative research method, namely the questionnaire-based survey, unfolded between November 25 and December 10, 2016. The sample comprised 257 undergraduate and graduate students (69.65% females and 30.35% males, 64.98% undergraduates and 35.02% graduates, with an average age of 21), studying business and management programs within three Romanian top universities, were contacted to take part in an online survey regarding the competition and consumer protection policy. The survey was conducted online between November 25 and December 10, 2016. The convenience sampling focused on the available subjects, but this fact did not alter the research objectives, as the criterion of having an online consumer status was met (all the subjects have been purchasing online for at least 1 year and had transactions with more than 3 online sellers). Upon acceptance to take part to the survey, the subjects completed a self-administered questionnaire. The questionnaire consisted of closed-ended questions. The multi-item constructs were measured on a five-point Likert scale which ranged from “Strongly disagree” (1) to “Strongly agree” (5).The questionnaire items referred to opinions, attitudes and conducts linked to subjects’ activity when p urchasing online, as they were previously theoretically depicted. Questions fall into five main categories, out of which the first four categories describe the model’s multi-item factors: a. Competition in the digital economy; b. Consumer protection awareness; c. Consumer protection behavior; d. Online purchasing decision-making (Table no. 1). A final section included the respondents’ personal information which consisted of gender, age, education field, level and year, institutional affiliation.Table no. 1: Constructs and itemsThe measurement and structural model were examined by resorting to a component-based partial least squares (PLS) tool with the Smart-PLS software package. The option for a PLS approach was triggered by the inclusion of both reflective and formative constructs within an exploratory framework (Diamantopoulos and Siguaw, 2006; Bharati, Zhang and Chaudhury, 2015).ConclusionsSummarizing the findings, the model accounts for 16.1 percent in the variance of online purchasing decision-making. In this context, three out of the four advanced hypotheses were fully supported by the empirical evidence, that is, Hypotheses I, II and III. The forth hypothesis was partially supported, as the positive influence of competition in the digital economy on online purchasing decision-making is only indirect.In this front, the current research has brought forward some key insights.Firstly, as the findings show, the highest influences within the structural model were retrieved between consumer protection awareness and consumer protection behavior, followed by the relationship between consumer protection behavior and the online purchasing decision-making. This fact is indicative of the importance of having a proper knowledge of the consumer policy and to act accordingly when purchasing online, especially in the case of students.Secondly, by initiating the discussion on the correlations between competition in the digital age and consumer awareness and behavior focusing on students, the present paper adds to the extant literature in several ways. On the one hand, to the best of our knowledge, this is among few studies which examined the implications of the digital economy from the perspective of consumers’ attitudes and actual conducts within the general framework of consumer policy. On the other hand, the emphasis was la id on students’ viewpoints, asocial category which is descriptive of the digitalization dynamics. Finally, the proposed conceptual model was validated by the empirical findings and it may be considered as a starting point for future elaborations on the topic.As any other study, the present one would benefit from certain improvement: a. the sample may be extended to other populations (not only to students) in order to facilitate comparisons between different social categories and b. developing transnational researches in the field would become an important asset in the context of the topical economic transformations.中文译文：数字经济背景下的竞争与消费者行为摘要本文旨在探讨竞争与网络购买决策之间的关系，将消费者保护意识和相应的消费者行为整合为中介。
消费者行为学重点之英汉对照
课程消费者行为学（双语）对照1.The theory of Maslow's hierarchy of needsphysiological needsesteem needsSociety needsself-realization needs2.The driving force within individuals that impels them to action.SatisfyNeedsMotivationaction3.a specific goal; substitute goal4.Personality and selfthe inner Psychological characteristics that both determine and reflect how a person responds to his or her environment.self-image or perception of self, are very closely associated with personality5. id, superego, and EgoThe id was conceptualized as a warehouse of primitive and impulsive drives---basic physiological needs such as thirst, hunger, and sex----for which individual seeks immediate satisfaction without concern for the specific means of satisfaction.The superego is conceptualized as the individual’s internal expression of society’s moral and ethical codes of conduct.The ego is the individual’s conscious control. It functions as an internal monitor that attempts to balance the impulsive demands of the id and the sociocultural constraints of the superego.6. The bipolarity of Emotionstrong and weakpositive and negativetension and easiness7. bias of social perceptionfirst effect（近因效应）Recency effect（近因效应）halo effect（晕轮效应）Mental set（心理定势）、刻板印象、投射效应、期望效应等8. The characteristic of consumer attitudesStability稳定性leared习得性object对象性Implicit内隐性Variability可变性9. type of Customer loyalty includescognitive loyalty认知性忠诚affective (emotion) loyalty情感性忠诚intentional loyalty意向性忠诚behavioral loyalty行为忠诚10. components of Consumer loyalty includesconsciousness composition (attitude)behavioral components (behavior)11. The basic reason for the formation of consumer loyaltycompletely satisfactorythe product qualityservicepricebrand image12. The core of the brand should be instead of , because the use value of the product and interest would change constantly, with strong effectiveness.Brand loyaltyProduct loyalty13.The major premise of this theory is that consumers are more likely to carefully evaluate the merits and weaknesses of a product when the purchase is of ( ) relevance to them.14.Major consumer reference group include:FamilyfriendsSocial classone’s own cultureOther culture15.the nature of personality.Personality reflects individual differences.Personality is consistent and enduring.Personality can change.16.Criteria for effective targeting of market segmentidentifiablesufficientstable or growingaccessible(reachable) in terms of both media and cost17.the ways of improving customer satisfaction.To take the real consumer as the center.To motivate employees' successful services and progress.To pay attention to the internal employees and improve employees' satisfaction.To pay attention to customer satisfaction, rather than the simple sales.18.the way of improving customer loyalty.To improve the quality of the product uninterrupted.To provide services in quality.To present the lower consumer cost.To eliminate the consumer dissatisfaction.To improve the exit barrier of consumers.To improve employee satisfaction.To create a good brand image.19. The members of the family in the purchase decision-making roleInfluencers, buyers, decision makers, communicators, information provider20.mainly respects that Consumers emotional performance:emotion can affect consumers' motivation and attitude;it can affect the activities of consumer ;it can influence consumers' physical;it can affect consumers' cognitive ability.21.types of consumer purchase motivations:。
消费者行为学外文文献翻译
消费者行为学外文文献翻译(含：英文原文及中文译文)英文原文Psychological Factors Influencing Buyer BehaviorGeoff LancasterPsychological factors are the fourth major influence on consumer buying behavior (in addition to cultural, social, and personal factors). In general, a pers on’s buying choices are influenced by the psychological factors of motivation, perception, learning, beliefs, and attitudes.Importance of understanding customer motivesThe task of marketing is to identify co nsumers’ needs and wants accurately, then to develop products and services that will satisfy them. For marketing to be successful, it is not sufficient to merely discover what customers require, but to find out why it is required. Only by gaining a deep and comprehensive understanding of buyer behavior can marketing’s goals be realized. Such an understanding of buyer behavior works to the mutual advantage of the consumer and marketer, allowing the marketer to become better equipped to satisfy the consumer ’s needs efficiently and establish a loyal group of customers with positive attitudes towards the company’s products.Consumer behavior can be formally defined as: the acts of individuals directly involved in obtaining and using economic goods andservices, including the decision processes that precede and determine these acts. The underlying concepts of this chapter form a system in which the individual consumer is the core, surrounded by an immediate and a wider environment that influences his or her goals. These goals are ultimately satisfied by passing through a number of problem-solving stages leading to purchase decisions. The study and practice of marketing draws on a great many sources that contribute theory, information, inspiration and advice. In the past, the main input to the theory of consumer behaviour has come from psychology. More recently, the interdisciplinary importance of consumer behaviour has increased such that sociology, anthropology, economics and mathematics also contribute to the science relating to this subject.MotivationA person has many needs at any given time. Some needs are biogenic; they arise from physiological states of tension such as hunger, thirst, discomfort. Other needs are psychogenic; they arise from psychological states of tension such as the need for recognition, esteem, or belonging. A need becomes a motive when it is aroused to a sufficient level of intensity. A motive is a need that is sufficiently pressing to drive the person to act.Purchasing motivation is to make consumers to buy a commodity decision-making internal driving force, is a cause of purchase behavior ofthe premise, also is the cause of her behavior. Specific include the following aspects:(1) Rational motivationRational motivation some goods to consumers is a clear understanding and cognitive, of the goods in more familiar conducted based on the rational choice and make the purchase behavior. It includes:1. ApplyApply for a realistic performance psychological, consumer products is important to the most basic, most core functions. In the choose and buy goods, pay close attention to its technical performance, and appearance, the price, the brand of the added value of products on the second.2. The economyEconomic performance as a cream for psychological. By the comparison of several kinds of goods, in other conditions basic similar circumstances, this kind of customer to price appear quite sensitive, they are generally by price material benefit as the first element of choice.3. ReliableHigh quality product is the customer can rest assured the basis of consumption. Reliable is in essence a pursuit of high quality consumer reflect. So the brand name products has the trust of the people, just because it is reliable in quality.(2) feeling motivationFeeling motivation can't simply understand for not rational motivation. It is mainly composed of social and psychological factors arise willingness to buy and impulse. It is difficult to have a feeling motivation objective standard, but is substantially from the psychology.1. To show off psychologyThis kind of psychological in high income levels, more common. Income that they have the capital to show off, so in shopping on they will show their status and appreciate level. Many luxury brand manufacturers is seize the group psychological tendency, have introduced all kinds of expensive luxury goods.2. Compare psychologyComparison is a kind of psychological mutatis mutandis. In the same social groups inside, each member lists each other, who don't want to lag behind others. This kind of psychological on consumption appears to be a motive, others have what high-grade goods, own also must have.3. Conformity psychologyThis kind of psychological reflected in life circle, people want to follow in the circle the pace of most people. So that others think good products, own also followed approval; Others what to buy goods, oneself also can follow to buy.Psychologists have developed theories of human motivation. Three of the best known — the theories of Sigmund Freud, Abraham Maslow,and Frederick Herzberg— carry quite different implications for consumer analysis and marketing strategy. Freud’s theory. Sigmund Freud assumed that the psychological forces shaping people’s behavior are largely unconscious, and that a person cannot fully understand his or her own mo tivations. A technique called laddering can be used to trace a person’s motivations from the stated instrumental ones to the more terminal ones. Then the marketer can decide at what level to develop the message and appeal. In line with Freud’s theory, cons umers react not only to the stated capabilities of specific brands, but also to other, less conscious cues. Successful marketers are therefore mindful that shape, size, weight, material, color, and brand name can all trigger certain associations and emotions.Maslow’s theory. Abraham Maslow sought to explain why people are driven by particular needs at particular times. His theory is that human needs are arranged in a hierarchy, from the most to the least pressing. In order of importance, these five categories are physiological, safety, social, esteem, and self-actualization needs. A consumer will try to satisfy the most important need first; when that need is satisfied, the person will try to satisfy the next-most-pressing need. Maslow’s theory helps market ers understand how various products fit into the plans, goals, and lives of consumers.Herzberg’s theory. Frederick Herzberg developed a two -factortheory that distinguishes dissatisfiers (factors that cause dissatisfaction) from satisfiers (factors that cause satisfaction).the absence of dissatisfiers is not enough; satisfiers must be actively present to motivate a purchase. For example, a computer that comes without a warranty would be a dissatisfy. Y et the presence of a product warranty would not act as a satisfier or motivator of a purchase, because it is not a source of intrinsic satisfaction with the computer. Ease of use would, however, be a satisfier for a computer buyer. In line with this theory, marketers should avoid dissatisfiers that might unseal their products. They should also identify and supply the major satisfiers or motivators of purchase, because these satisfiers determine which brand consumers will buy.PerceptionA motivated person is ready to act, yet how that person actually acts is influenced by his or her perception of the situation. Perception is the process by which an individual selects, organizes, and interprets information inputs to create a meaningful picture of the world. Perception depends not only on physical stimuli, but al so on the stimuli’s relation to the surrounding field and on conditions within the individual.The key word is individual. Individuals can have different perceptions of the same object because of three perceptual processes: selective attention, selective distortion, and selective retention.Selective attention. People are exposed to many daily stimuli such asads; most of these stimuli are screened out— a process called selective attention. The end result is that marketers have to work hard to attract consu mers’ attention. Through research, marketers have learned that people are more likely to notice stimuli that relate to a current need, which is why car shoppers notice car ads but not appliance ads. Furthermore, people are more likely to notice stimuli that they anticipate —such as foods being promoted on a food Web site. And people are more likely to notice stimuli whose deviations are large in relation to the normal size of the stimuli, such as a banner ad offering $100 (not just $5) off a product’s list price.Selectively reserved. People forget much about what they have learned, but tend to retain information to support their attitudes and beliefs. Because of selective retention, we are all likely to remember information that is good and that we like about this product. We will forget to mention the advantages of the competitive products mentioned in the product. Selecting reservations explains why merchants use drama and repetition to convey information to the target audience.Consumer learning.When people do things, they will learn first. Learning involves personal behavioral changes. This is personal experience. The vast majority of human behavior is learning. Scientists believe that learning is driven by interactions, stimuli, clues, reactions, and reinforcement. Adriver is a strong internal stimulus that promotes action. Slightly stimulating the club is deciding when, where, and how a person responds. Let's say you buy an IBM computer. If your experience is worth it, your reaction to computers and IBM will be reinforced. Later, when you want to buy a printer, you can assume that because IBM computers do a good job, their printers should do well. The experience you have now extends to your similar stimulation to the outside world. An anti-universal discrimination ability, people learn to identify a set of similar stimulus differences and adjust the corresponding response. Using the learned theory, businesses can establish a certain amount of product demand, take a strong drive, use incentive signals, and provide positive reinforcement.Faith and attitudeThrough doing and learning, people gain beliefs and attitudes, which in turn affect their purchasing behavior. Belief is to describe a person having mastered something. Beliefs may be based on knowledge, opinions, or trust. They may or may not have emotional changes. Of course, manufacturers are very interested in people's beliefs, which are related to the products and services they provide. These beliefs constitute the concept of product and brand image, and their own idol of people's behavior. If some beliefs are wrong, consumers will curb purchases. Manufacturers hope to correct these beliefs by organizing an activity. The fact that is especially important for global manufacturers is that buyersoften hold different beliefs about whether they are brands or products, which is mainly based on the cultural origin of a country. Research found that, for example, the type of product changes with the place of production. Consumers want to know where these cars are produced rather than where they come from. In addition, the attitude of origin may change over time; for example, in Japan, the quality of its cars before the Second World War was very poor.A company has a number of options when its origin of the product changes to consumers. Companies can consider cooperating with foreign companies, and even get a better name. Another alternative is to hire a famous celebrity endorsement product. Or the company can continue to produce at the local factory but when a new strategy is adopted, the products produced have high quality to achieve world-class quality. This choice is true, such as Belgian chocolate and Colombian coffee. This is where South African wine merchants are trying to do the same and imitate them in order to increase their wine exports. The previous image of South African wines was not good, because in people's perception, their vineyard cultivation was primitive compared to other countries, and the grape-growing peasants continued to perform rough labor. In fact, the lives of South African wine farmers have improved their workers. “Wine is the origin of a product and we cannot succeed if South Africa does not look good,” said William Babb, an agricultural cooperative thatdominates the industry. Attitudes and beliefs are as important as they affect people's buying behavior. This kind of attitude is a person's lasting favorable and unfavorable evaluation, emotional feeling, which is a tendency towards something or ideas and actions. People almost have their own attitude toward everything: religion, politics, clothes, music, food. Attitudes put them in a frame where the mind likes or dislikes an object, moves toward or away from it.Attitudes lead people to perform fairly steadily toward similar goals. Because of the ideological attitude of saving energy, they are very difficult to change. Changing a single attitude may require major adjustments in other attitudes.Therefore, a company should be recommended to produce products that fit the company's existing attitude rather than trying to change people's attitudes. Of course, attempts to change attitudes occasionally succeed. Look at the milk industry. By the early 1990s, milk consumption had fallen for 25 years, because the general understanding was that milk was unhealthy, outdated, only for children, and then the National Fluid Milk Processor Education Program triggered millions of dollars in printed advertisements showing milk , V ery popular activities have changed attitudes, and in the process, milk consumption has rapidly increased. Milk producers have also established an online milk club, members promise daily and three glasses of milk.中文译文心理因素影响购买行为作者：Geoff Lancaster心理因素是第四重要影响消费者的购买行为(除了文化、社会和个人因素) 。
消费者行为学(双语或中英文结合)课程3.learning and memory
– 1) Classical Conditioning – 2) Instrumental Conditioning
• People’s experiences shaped by feedback they receive as they go through life
• Observational learning:
– Occurs when people watch the actions of others and note reinforcements received for their behaviors
• Can you thing of other logos that have lost their prestige due to repetition?
3 - 10
Classical Conditioning (cozation:
– Tendency of a stimulus similar to a CS (Bell) to evoke similar, conditioned responses (Foaming)
• Learning is an Ongoing Process:
– Constantly being revised – Can be either simple association (logo recognition)
or complex cognitive activity (writing an essay)
3 - 15
Marketing Applications of Behavior Learning Principles (cont.)
消费者行为学中英文对照外文翻译文献
消费者行为研究范式外文翻译文献(含：英文原文及中文译文)英文原文CONSUMER BEHA VIOR RESEARCH PARADIGM CONVERSIONPROCESSHenny LarocheStudy of consumer behavior more than a hundred years the history of the formation of the two paradigms - positivism and non-empirical study of consumer behavior represents the meaning of the basic achievements. Positivist paradigm to non-positivist paradigm shift represents a shift consumer behavior research, consumer behavior research is a revolutionary change. This paradigm shift, but also makes the assumption that consumer behavior research, research methods, study, basic knowledge of related disciplines, and many borrowed paradigm composition have changed dramatically. Background of this changing environment to promote the 20th century, 80 years after the world economic growth and prosperity, the industrial structure has undergone tremendous changes, purchasing power has been an unprecedented increase, the pursuit of individuality and freedom of consumers desire to become increasingly The more intense.I. A review of the transition process of consumer behavior research paradigmThe study of consumer behavior has taken initial shape in Adam Smith et al.'s classical economic theory; a preliminary system was formed in Marshall et al.'s neoclassical economics; consumerism was independent in the 1950s and 1960s. The form of discipline is separated from marketing. In its more than one hundred years of development history, its research paradigm can be summed up as positivism and non-positivism.Moreover, each paradigm breeds many research perspectives. Positivism includes rationality, behavior, cognition, motivation, society, traits, attitude and situational perspective; non-positivist paradigms include interpretivism and postmodernism. The root cause of the shift from positivism to non-positivism in consumer behavior theory is that researchers have changed the assumptions of consumer rationality. Early classical economics and neoclassical economics provided the first theoretical support for the theory of consumer behavior (in fact, the precursor of consumer behavior—the marketing is also born out of economics), and the “economic man” assumes spontaneously. “Infiltrating” consumer behavior research, which can be clearly seen from the theory of the early schools of consumer behavior theory (such as the concept of rationality, behavior) can clearly see the "economic man" rational shadow. However, the main body of economics research is the economic system of the entire society. The research object is also how theeconomic system realizes the coordinated operation, rather than the specific individual's purchase decision and behavior. Economics lays the initial foundation for the study of consumer behavior, but it cannot explain the complexity of consumer behavior. It places too much emphasis on the rational side of consumption and neglects the emotional side of consumption. Therefore, the "economic man" hypothesis restricts the further development of consumer behavior theory. The theory of consumer behavior has to absorb nutrition from other disciplines and describe consumer behavior in more detail. The prosperity of disciplines such as psychology, social psychology, sociology, and anthropology has provided new theoretical material for the study of consumer behavior theory. At this time, consumers are no longer simply based on cost-benefit analysis to pursue utility maximization of “economic people” but “social people”. Social and emotional factors influence their purchasing decisions. It is this transformation that has shaped the development of consumer behavior in the humanities and social sciences. After the 1980s, the sustained development of the world economy and the tremendous abundance of materials have made consumption increasingly a way of pastime and individuality; the proportion of service consumption in people’s consumption structures has been increasing, and service production has increased. The same characteristics as consumption also extend the customer consumption process to the production process, andthe consumer experience also becomes a source of customer value creation. At this point, the study of consumer behavior can no longer be limited to how customers make purchase decisions, but should focus on how consumers' desires are met. As a result, consumers have become “free people” who pursue personality development and release consumer desires. The conversion of the hypotheses of “economic man”, “social man” and “free man” promoted the conversion of consumer behavior theory from positivism to non-positivism.Second, the consumer behavior research under the positivist paradigmThe positivist paradigm of consumer behavior research is deeply influenced by the philosophy of Aristotle, a famous philosopher in the West. Kurt Lewin pointed out in the book Conflict and Comparison of Aristotle's and Galileo's Thought Patterns that Aristotle’s philosophical thoughts have influenced us and influenced the habits of scientific research. People are accustomed to understanding the law of development through laws and frequency of occurrence, and people like to explore the law of development with things that are stable and tendentious, and feel cold about the regularity of infrequent and exceptional things. Lewin said that when someone refers to a child's specific movement in a movie, the first question that psychologists think of is "Does all children have done this action? Or at least it is a common action. "Regularity is alwayscommon, which means that repeatability is an important indicator of whether a phenomenon or thing is worth studying."Positivism is based on Aristotle's thought as its philosophy of science. It assumes that consumers are rational, recognizable, and mentally stable. Their behavioral motivations can all identify controls and predictions. There are simplistic truths in real consumer practices; they emphasize scientific observation and testing, and they observe empirical The evidence, thus obtaining universal rules for predicting and controlling consumer behavior. Therefore, under the paradigm of positivism, the hypothesis underlying consumer behavior research is that consumer behavior is controlled by certain forces, and these forces largely exceed the scope of consumer self-control. The change in consumer behavior is not so much a reflection of the subjective will of consumers as it is the result of various internal and external factors. For example, the behavioral theory of consumer behavior holds that consumers' behavior is mainly caused by external environmental stimuli. Therefore, the hypothesis “the main or sole purpose of motive is to reduce cognitive inconsistency, maintain the balance of inner mind, and consumers always seek the inner balance of behavior”. From a certain point of view, this is also a concept of static behavior. As Firat commented: "Consumer behavior theory believes behavioral consistency and orderliness." Therefore, consumer behavioral characteristics (such ascognitive response, conditioning, personal characteristics, etc.) follow the "consumers are always pursuing "Intrinsic balance" hypothesis that researchers can predict some of the behavior of consumers, and the forecast results have significant implications for the marketing activities of the company.In short, in the positivist consumer research paradigm, consumers are just passive and passive objects. For example, the behavioral hypothesis assumes that consumers lack self-awareness, and therefore believes that through the influence of the environment, the company's marketing strategy can control and guide consumers. This is also a leap forward for people to attack the positivist paradigm, and consumer behavior is also In the fifties and sixties of the 20th century, it was an independent discipline. The positivist paradigm assumes that consumers are passive objects. In fact, this assumption is a serious departure from the customer-oriented marketing philosophy. The American Marketing Association reaffirmed at its 1988 theme conference: “In the study of consumer behavior that generates marketing knowledge, consumers have unfortunately been converted into laboratory guinea pigs, and they have become subjects of observations, interviews, and experiments.”It is precisely because positivism assumes that the consumer is an object that can be recognized, and therefore the consumer's consumption and experience process can be separated and can be subdivided intodifferent components. We can use various objective analytical methods to analyze the different components of the consumption and experience process. These methods mainly include standard questionnaire methods, experimental methods, and personality trait tests. However, these methods cannot fully analyze the rich consumer behavior. Because a certain element of a process is separated and then analyzed in detail, the complexity and interaction of the system are ignored. Braithwaite believes that the standard quantitative survey methods (such as the questionnaire method) will only limit the consumer's description of consumption, resulting in respondents responding negatively to various questions.Although there are quite a few criticisms, we should also see the consumption rules that are abstracted out using traditional methods, which predict and control consumer behavior: the conclusions drawn by some scientific investigation methods are credible within the scope of their observations. . In addition, the quintessence of the positivist paradigm of “creatively constructing consumer behavior theory” also promotes the development of marketing practices.Third, non-positivist-oriented consumer behavior researchThe study of consumer behavior in the non-positivist paradigm no longer treats consumers as passive responders but agents with psychological proactiveness. They have the ability to interpret andconstruct the consumer environment. For example, the concept of interpretation believes that consumer behavior is governed by the content and structure of the subjective will of consumers. Shaughnessy thinks: "In the interpretation of viewing, buying behavior cannot simply be calculated rationally based on the benefits and cost benefits that products can bring, but is a collection of individual experience sensations in the consumption process." Therefore, consumer behavior and decision-making basis It is an inherent subjective value system. The focus of research on consumer behavior in the perspective of postmodern consumer behavior research and interpretation is the subjective value, language, and rhetoric of consumers.Brown believes that in the marketing sense, the concept of interpretation differs from postmodernism in that the former assumes that man is an autonomous subject, a free mind, an individual capable of self-awareness. For example, humanism and phenomenology believe that consumers are internally consistent and rational and can determine their own consumer experience processes and values. Therefore, similar to the traditional view, the interpretation view also assumes that consumers have some of the nature that constitutes their essence. In addition, the concept of interpretation also emphasizes that consumers also have illusions, emotions, and the pursuit of pleasure to experience consumption. They believe that consumers always make internal and consistent statementsand subjective descriptions of the environment, thus making the environment more meaningful and More predictable; moreover, the subjective description of consumers is also assumed to be understood and shared by most people in society.Post-modernist consumerism holds that consumers do not have fixed or existing essential things to drive their behavior. Therefore, self-recognition and subjective feelings depend on specific contexts and atmospheres. These contexts and atmospheres are also affected by social roles among consumers. Therefore, the images and subjective feelings produced by consumption are often changed or transformed. They are influenced by variables such as consumers spending with whom, under what kind of consumption environment, and why. Postmodernism insists that consumer identity is intermittent, incomplete, and easily changeable. Firat believes that consumers' self-image, characteristics, and values are multidimensional, and they are unaware of the inconsistencies between constantly changing, self-contradictory values and lifestyles. Therefore, the outlook of postmodernist consumer behavior focuses on the creativity and self-governance ability that consumers have shown through their own different consumption and lifestyle to change their living environment.Through the analysis of the above-mentioned various perspectives, we can know that when consumers make purchase decisions, they not only focus on product utility, but also focus on the symbolic value of theproduct. The consumer goods' satisfaction with the material needs of consumers is merely an appearance, and what is more important is that we must pay attention to the symbolic value of the products. For consumers, consumption can produce two aspects of symbolic value: the self-identity value of self-identification of consumers and the social symbol value of social identity. In line with this, consumption plays an important role in creating and maintaining the personal and social environmental significance and value of consumers. Therefore, advertising is often seen as a major means of constructing and maintaining the symbolic meaning of symbols. These cultural meanings are often concentrated on the brand, so Elliot believes that brands are often the primary means used to create and maintain symbolism such as identity. Firat believes that this also reflects the conventional connection between consumer culture and human freedom: by changing the product to obtain different images, in order to obtain different self. This freedom to acquire a new image of self is the result of liberation from a single, inflexible, and traditional.However, the concept of interpretation and post-modern non-positivist paradigm have also been criticized in the following aspects: (1) Ignore the restrictive effects of non-discretionary factors on consumer behavior in consumer behavior. Thompson et al. pointed out that the postmodernist conception of consumption is based on an ideal hypothesis:consumers' consumption behavior is based on cultural constraints, historical constraints, and the status quo of actual material development. Therefore, the non-positivist paradigm places special emphasis on consumers' free choice of self-identifying image without any threat of uncertainty and fear. This assumption is clearly unrealistic. (2) Some scholars such as Foxall believe that non-positivist research methods essentially abandon the essence of science and always remove consumption from its content environment. Therefore, their viewpoints and conclusions cannot constitute a complete theoretical system that facilitates in-depth study and understanding. (3) Non-positivist research methods If the conclusions are not based on positivist research results, the explanatory power will be greatly reduced. Non-positivist research methods rely mainly on subjective subjective external proofs, and these interpersonal proofs require a positivist approach. In short, the notion of non-positivist paradigm and the perspective of postmodernism provide different research methods for the study of consumer behavior. They often discuss the major issues of marketing theory and practice from an abstract perspective, so the basic assumptions of these theoretical perspectives are The conclusions are puzzling and difficult to apply to marketer training and education.IV. Comparison and Enlightenment of Consumer Behavior Research ParadigmsObviously, non-positivism is also a response to empirical hegemonism. After World War II, positivism-oriented research methods became the mainstream method of consumer behavior research. Empirical, objective, and scientific procedures constitute the characteristics of the positivist paradigm. The consumer guided by this philosophy of science is a self-centered, self-conscious entity. Non-positivist-oriented research on consumer behavior (especially post-modernism) raises questions and criticizes the philosophical, cultural, and empirical foundations of positivist research. According to Firat and V enkatesh, “Positivism reduces consumer issues to include only simple two-dimensional categories like men and women, consumers and producers. It should be seen that the rationality of non-positivist assumptions, such as There are social, complex, irrational and unpredictable consumer subjects. These consumer characteristics are not only reflected in their purchase process, but also in the consumption experience and value perception, and have already formed the basis for consumption.”(1) Using a scientific attitude to view the confrontation between the paradigms of positivism and non-positivism. Just as Kuhn reflected on the first characteristic of the paradigm definiti on, “Their achievements have attracted an unwavering array of advocators who have separated them from other competing models of scientific activity.” Now, consumer behavior researchers have also launched fierce debates on the twoparadigms of positivism and non-positivism. In the natural sciences, the struggle of scientific theories and the rise and decline of paradigms are all very normal things. Actually, this phenomenon also exists in social sciences. Each theory needs ideas to prove its viability. For the time being, no matter which of the two paradigms in consumer behavior research is more suitable for the development of consumer behavior. We believe that the scientific attitude is the first. The emotional reaction to scientific research is not conducive to the development of science. True scholars are calm and should have a more comprehensive understanding of all research methods, compare their theoretical views with opposing theoretical perspectives, and verify whether they are established. The conclusions drawn either through positivist or non-positivist methods can be assumed to be correct until proven to be wrong.2 Science is a process of seeking truth. The ethnographic method in anthropology is a more scientific method of studying consumer behavior. Whether it is a positivist paradigm or a non-positivist paradigm, one of their commonalities is the pursuit of the authenticity of the research results. Scientific research itself is a kind of behavior seeking truth. It is no longer purely to use the consumer purchase process as the main research object, but should focus on the aspects of value acquisition and consumption. This has become the consensus of scholars. Using this broad behavioral perspective to study consumer behavior also means thatwe are required to look for consumers' actual consumption situations as much as possible, especially those that are meaningful to marketing activities. Some rigorous consumer behavior researchers believe that consumer behavior research should not adopt interviews or experiments, but should try to approach the original consumer behavior. Therefore, the ethnographic of anthropology should become a frontier method of consumer behavior research. It is a method that combines case studies, participation in observation, self-driven, and detailed description. Researchers should work hard to become a member of the consumer, practice it personally, and obtain a detailed record of consumer behavior. Of course, in the process of observing and exploring consumers' inner lives, including their inner activities, many problems will be encountered. These studies are all based on the self-statement of the consumer, and the credibility of the statement can be influenced by factors such as psychological self-defense and lies. In short, the premise of the ethnographic law is that the consumer is a complex person. Researchers want to obtain information about consumer behavior. They must go through in-depth interviews, group meetings, and project management techniques. Researchers should make detailed descriptions and observations of consumer behaviors, and use these “historical materials” to dig out the laws behind consumer behavior.中文译文消费者行为研究范式转换过程作者：Henny Laroche消费者行为学研究一百年多的发展历史所形成的两大范式——实证主义与非实证义代表着消费者行为研究的基本成就。
消费者行为心理学中英文对照外文翻译文献
消费者行为心理学中英文对照外文翻译文献(文档含英文原文和中文翻译)译文：社会心理学前沿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。
消费者行为研究报告中英文外文翻译文献
消费者行为研究报告中英文外文翻译文献本文档提供了一些关于消费者行为研究领域的中英文外文翻译文献，旨在帮助读者对该领域进行深入了解。
1. 文献标题英文标题： Consumer Behavior in Online Shopping: A Literature Review and Classification Consumer Behavior in Online Shopping: A Literature Review and Classification中文标题：网上购物中的消费者行为：文献综述和分类网上购物中的消费者行为：文献综述和分类2. 文献概要该文献对网上购物中的消费者行为进行了综述和分类。
通过系统地研究和分析大量相关研究，文献作者对消费者的在线购物行为、决策过程、购物动机等方面进行了深入研究。
3. 文献标题英文标题： The Impact of Social Media on Consumer Buying Behavior The Impact of Social Media on Consumer Buying Behavior 中文标题：社交媒体对消费者购买行为的影响社交媒体对消费者购买行为的影响4. 文献概要这篇文献研究了社交媒体对消费者购买行为的影响。
通过调查和分析社交媒体在消费者购买决策过程中的作用，研究者探讨了社交媒体推广、影响因素和消费者行为之间的关系。
5. 文献标题英文标题： Factors Influencing Consumer Buying Decision in the Automobile Industry: A Review Factors Influencing Consumer Buying Decision in the Automobile Industry: A Review中文标题：汽车行业中影响消费者购买决策的因素：一项综述汽车行业中影响消费者购买决策的因素：一项综述6. 文献概要此文献回顾了汽车行业中影响消费者购买决策的因素。
消费者行为外文文献及翻译
消费者行为外文文献及翻译1. 文献1 - "Consumer Behaviour: A Literature Review"该文献综述了消费者行为的研究历史和研究主题。
消费者行为是一个复杂的概念，涉及到对商品和服务的选择、购买、使用和处置。
研究表明，消费者行为受到多种因素的影响，包括个人因素、社会因素和文化因素等。
文献探讨了这些因素在消费者行为中的作用和相互关系。
2. 文献2 - "Factors Affecting Consumer Behaviour"该文献探讨了影响消费者行为的因素。
作者将这些因素分为个人和非个人因素。
个人因素包括个体的需求、态度、和个性等因素，非个人因素包括文化、社会、经济和技术等因素。
文献分析了这些因素对消费者行为的影响和作用。
3. 文献3 - "Consumer Behaviour in Online Shopping"该文献分析了消费者在网络购物中的行为。
文献指出，网络购物已经成为一种常见的购物方式，消费者在网络购物中表现出的行为与传统购物有很大的不同。
该文献分析了消费者在网络购物中的决策过程、购物体验和选择因素等方面的行为。
4. 文献4 - "Cross-Cultural Consumer Behaviour: A Review"该文献研究了跨文化环境下的消费者行为。
文献指出，不同的文化背景会对消费者的行为产生不同的影响。
跨文化消费者行为研究是一个新兴的研究领域，需要进一步的深入研究和探讨。
5. 文献5 - "The Impact of Advertising on Consumer Behaviour"该文献研究了广告对消费者行为的影响。
广告是一种重要的营销工具，可以影响消费者选择和购买行为。
该文献分析了广告在消费者行为中的作用和影响机制。
6. 翻译 - "消费者行为的定义"消费者行为是指个体或群体在购买、使用和处置商品和服务过程中所表现出的态度、行为、选择和决策等活动。
消费行为学中英文翻译
一、消费者行为学是研究消费者在获取、使用、消费何处置产品和服务过程中所发生的心里活动特征和行为规律的科学。
A, consumer behavior is the study of consumers in the acquisition, use, disposal of consumer products and services what what occurs during heart activity characteristics and behavior rules of science二、消费者行为学研究的意义，原则及研究方法：Second, consumers' behavioral research significance, principles and methods:1、企业营销活动的市场基础与决策依据；1，the enterprise markrting activities of market foundation and decision making basis,2、消费者科学消费的前提条件；2, consumer scientific consumption precondition,3、国家宏观经济政策制定的依据。
3, national macroeconcmic policy basis.消费者行为学的研究原则主要包括：Consumer behavior research principles mainly include:1.理论联系实际原则1. The theory with practice principle消费者行为学虽然是一门源于对实践的观察和测量基础上的学科，但是它仍然需要在营销活动中加以检验，这样才能更好的指导企业的营销策划。
Although it is a door of consumer behavior is originated from the practice of observation and measurement based on the subject, but it still needs in the marketing activity to examine, in order to better guide enterprise's marketing planning.2.发展的原则2. Development principles一切事物都是变化发展的，唯一不变的就是变化本身，所以消费者的心理及行为也不例外。
消费者行为学中英基本概念
消费者行为学核心概念的中英文对照表1.差别阈限differential threshold2.最小可觉察差别just noticeable difference3.韦伯定律Weber’s Law4.阈下知觉Subliminal perception5.知觉警惕perceptual vigilance6.知觉防御perceptual defense7.知觉地图perceptual map8.消费者行为学consumer behavior9.Role theory 角色理论10.重度使用者(频繁使用者) heavy user11.关系营销relationship marketing12.Global consumer culture 全球营销文化13.经典性条件反射classical conditioning14.非条件刺激Unconditional stimulus15.正强化positive reinforcement16.光环效应halo effect17.刺激泛化stimulus generalization18.操作性条件反射instrumental conditioning19.条件刺激Conditional stimulus20.负强化Negative reinforcement21.Masked branding 品牌伪装22.刺激甄别Stimulus discrimination23.复兴品牌retro brand 24.心理需要psychogenic needs25.Utilitarian needs 功利需要26.Expectancy theory 期望理论27.Approach-approach conflict 双趋冲突28.终极价值观terminal values29.Consumption-specific values 消费特定价值观30.价值观列表list of values31.产品介入product involvement32.Approach-avoidance conflict 趋避冲突33.工具性价值观instrumental values34.Product-specific values 产品特定价值观35.绿色消费green consumption36.Avoidance-avoidance conflict 双避冲突37.大规模定制mass customization38.崇拜式产品cult product39.互动式营销interactive mobile marketing40.Cultural values 文化价值观41.Consumption microcultures 消费微文化42.Means-end chain model 手段目的链模型43.自我概念self-concept44.身份营销identity marketing45.Self-esteem 自尊46.延伸自我extended self47.自我意识self-consciousness48.自我意象一致模型self-image congruence models49.Gender socialization 性别社会化50.形体意象body image51.品牌个性brand personality52.品牌资本brand capital53.Brand equity 品牌资产54.价值观与生活方式系统values and lifestyle system55.生活方式lifestyle56.生活方式营销观点lifestyle marketing perspective57.身份文化status culture58.Symbolic community 象征性团体59.消费者群体consumer group60.联合品牌策略co-branding strategies61.认知一致性原理principle of cognitive consistency62.自我知觉理论self-perception theory63.社会判断理论Social judgment theory64.认知失调理论theory of dissonance65.得寸进尺技术foot-in-the-door technique66.多属性态度模型Multiattribute attitude models67.态度功能理论functional theory of attitudes68.Attitude toward to the advertisement 对广告的态度69.态度追踪attitude tracking70.按次计费pay-per-view71.Fake blogs 假博客72.Theory of trying 尝试理论73.Sleeper effect 睡眠效应74.Permission marketing 许可营销75.信息源可信性source credibility76.source attractiveness 信息源吸引力77.平衡理论balance theory78.双因素理论two-factor theory79.非真人的代言人——Nonhuman Endorsers80.文化含义cultural meaning81.Match-up hypothesis 匹配假说82.知识偏见knowledge bias83.Reporting bias 报告偏见84.Halo effect 晕轮效应85.广告疲劳advertising wear-out86.双因素理论two-factor theory87.支持性论述supportive arguments88.Refutational arguments 反驳性论述89.比较式广告comparative advertising90.精细加工可能性模型elaboration likelihood model91.Peripheral route 外围路线。
消费者行为学中英文对照外文翻译文献
通过做和学习，人们获得了信仰和态度，进而影响他们的购买行为。信念是描述一个人掌握了某些东西。信念可能是基于知识、意见、或信任,他们可能或不可能带有情感变化。当然,制造商们对人们的信念是非常感兴趣的，这关系到他们所提供的产品和服务。这些信念构成对产品和品牌形象的构想,和人们行为的自己的偶像。如果一些信仰是错误的,消费者会抑制购买,制造商会希望通过举办一个活动来纠正这些信仰。对全球性的制造商尤其重要的事实是,买家对他们是品牌或产品通常持有不同的信仰，这主要是基于一个国家的文化起源。研究发现,例如产品的类型随着产地的不同而发生变化。消费者想要知道这些汽车在哪里生产而不是润滑油是来自哪里的。另外,原产地的态度可以随时间变化;比如日本,在第二次世界大战前其汽车质量是很差的。
选择性扭曲。即使注意刺激也不是市场营销者所要传递的意思，在消费品的购买中，受选择性扭曲的作用，人们会忽视所喜爱品牌的的缺点和其它品牌的优点。人们又选择地将某些信息加以扭曲，是指符合自己的意向，不幸的是，市场营销者对选择性扭曲却无能为力。
选择性保留。人们忘记了很多他们学习过的东西,但是倾向于保留信息,以此支持他们的态度和信仰。因为选择性保留,我们都有可能记住关于这个产品好的而且是我们所喜欢的信息，我们会忘记提到产品中所提到的竞争产品的优点。选择保留解释了为什么商家用戏剧和重复方式对目标观众传递信息。
动机。在任何特定时间一个人有很多需求。有些需要是生理上的,从生理状态产生的张力如饥饿、干渴、不适。其他需求心理;他们引起的紧张心理状态如需要识别、尊重、归属感。当一个人的动机强烈到足够的等级就会产生需求。一个动机是一个需求，也就是说他能够驱使人去积极的采取行动。
购买动机是使消费者做出购买某种商品决策的内在驱动力,是引起购买行为的前提,也就是引起行为的原由。具体包括以下几个方面：
消费行为学中英文翻译
一、消费者行为学是研究消费者在获取、使用、消费何处置产品和服务过程中所发生的心里活动特征和行为规律的科学。
A, consumer behavior is the study of consumers in the acquisition, use, disposal of consumer products and services what what occurs during heart activity characteristics and behavior rules of science二、消费者行为学研究的意义，原则及研究方法：Second, consumers' behavioral research significance, principles and methods:1、企业营销活动的市场基础与决策依据；1，the enterprise markrting activities of market foundation and decision making basis,2、消费者科学消费的前提条件；2, consumer scientific consumption precondition,3、国家宏观经济政策制定的依据。
3, national macroeconcmic policy basis.消费者行为学的研究原则主要包括：Consumer behavior research principles mainly include:1.理论联系实际原则1. The theory with practice principle消费者行为学虽然是一门源于对实践的观察和测量基础上的学科，但是它仍然需要在营销活动中加以检验，这样才能更好的指导企业的营销策划。
Although it is a door of consumer behavior is originated from the practice of observation and measurement based on the subject, but it still needs in the marketing activity to examine, in order to better guide enterprise's marketing planning.2.发展的原则2. Development principles一切事物都是变化发展的，唯一不变的就是变化本身，所以消费者的心理及行为也不例外。
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赫茨伯格的理论。弗雷德里克赫茨伯格开发了一种双因素理论即不满意的因素(原因的不满)到满意(满意的原因)。不满足的因素是不充分的;满意者现在必须积极鼓励购买。例如,一台计算机,它没有保证将来是一个不满足。然而存在的产品质量保证不会作为一个满意引子或动力来促使人购买,因为对电脑而言它不是一个来源的内在满意的引子。然而使用方便, ,对一个电脑买家会成为一个满意引子。根据这一理论,行销人员应避免不满意引子这可能开启他们的产品。他们也应该识别和供应的主要满意引子或能够促使消费者购买的动因,因为这些满意因素决定消费者会购买哪个品牌的电脑。
马斯洛的理论。亚伯拉罕马斯洛试图来解释为什么人们被特别需要驱动在特定的时期。他的理论是把人类需求排列在一个层次,从最最紧迫到最基本。按重要性的顺序来排列,这五个层次分别是是生理、安全、社会、尊重、和自我实现的需要。首先消费者将尽力满足最重要的需求,当这种需要的得到满足后,人会尽力满足处于第二个阶段的需要。马斯洛的理论帮助商家了解各个产品并制定具有针对性的计划、目标来满足消费者的生活。
3.可靠
优质的产品是顾客可以放心消费的基础。可靠实质上是消费者追求上乘质量的体现。因此名牌商品之所以倍受人们的信任,就在于它的质量可靠。
(二)感情动机
感情动机不能简单地理解为不理智动机。它主要是由社会的和心理的因素产生的购买意愿和冲动。感情动机很难有一个客观的标准,但大体上是来自于下述心理。
1.炫耀心理
(一)理ቤተ መጻሕፍቲ ባይዱ动机
理智动机就是消费者对某种商品有了清醒的了解和认知,在对这个商品比较熟悉的基础上所进行的理性抉择和做出的购买行为。它包括:
1.适用
适用表现为一种求实心理,消费者所看重的是产品最基本、最核心的功能。在选购商品时,对其技术性能格外关注,而外观、价格、品牌等产品的附加价值放在其次。
2.经济
经济表现为一种求廉心理。几种商品经对比后,在其他条件基本相似的情况下,这类顾客对价格显得相当敏感,他们一般会以价格的实惠作为选择的首要因素。
3.从众心理
这种心理反映在生活圈子中,人们希望跟着圈中大多数人的步伐。因此其他人认为不错的产品,自己也跟着认可;其他人买什么商品,自己也会跟着买。
心理学家们已经研究出人类动机理论。三个最好的原理创造者西格蒙德·弗洛伊德的理论,亚伯拉罕马斯洛,弗雷德里克赫茨伯格从完全不同的角度对消费者的行为进行分析,并制定出相应的的营销策略。
动机。在任何特定时间一个人有很多需求。有些需要是生理上的,从生理状态产生的张力如饥饿、干渴、不适。其他需求心理;他们引起的紧张心理状态如需要识别、尊重、归属感。当一个人的动机强烈到足够的等级就会产生需求。一个动机是一个需求，也就是说他能够驱使人去积极的采取行动。
购买动机是使消费者做出购买某种商品决策的内在驱动力,是引起购买行为的前提,也就是引起行为的原由。具体包括以下几个方面：
选择性注意。人的感官每时每刻都可能接受大量的刺激例如广告。而大部分刺激是经过筛选的，这个过程叫做选择性注意。这个最终结果导致市场营销者必须努力工作来吸引顾客的注意。通过研究表明，商家已经明白，消费者更可能注意和他们现在的需求有关的刺激，这就是为什么汽车购买者注意汽车广告而不是注意器具广告。此外，消费者更可能注意到和他们所期望的东西有关的刺激，例如对食物的需求促使他们关注食物网站。人们更可能去接受感知偏差大的刺激相对于正常大小的刺激,如广告提供100美元(不是产品价格表上的5美元)。
消费者行为学中英文对照外文翻译文献
(文档含英文原文和中文翻译)
心理因素影响购买行为
Geoff Lancaster
心理因素是第四重要影响消费者的购买行为(除了文化、社会和个人因素)。一般来说,一个人的购买选择受心理因素例如动机、认知、学习、信仰和态度的影响。
知晓顾客动机的重要性,理解客户的动机
营销的任务是要准确的识别出消费者的需求和欲望,然后开发满足他们的产品和服务,。市场要想成功,只是发现客户需要是远远不够的, ,而是为了找出为什么这是必需的。只有通过获得一个深入的和全面的了解买方行为才可以使营销的目标成真。只有理解顾客的购买行为,才会使买消费者和商家双赢,使市场成为更好的装备,以满足消费者的需求,建立一个忠诚的组织，以积极的态度为客户有效的提供本公司的产品。
这种心理在高收入阶层比较常见。丰厚的收入使他们拥有炫耀的资本,所以在购物上他们要展现自己的身份地位和欣赏水平。许多高档品牌的制造商正是看准了这一群体的心理倾向,纷纷推出各种昂贵的奢侈品。
2.攀比心理
攀比是一种比照的心理。在同一个社会群体里面,各个成员之间相互比拼,谁都不想落后别人。这种心理在消费上表现为一种动机,别人有什么高档的商品,自己也一定要有。
消费者行为可以被正式定义为:个人的行为直接参与的获取和使用的商品和服务,包括决策过程,确定这些以前的行为。在本章的概念形成一个系统,在个人消费是核心,周围有更多的环境影响他或她的目标。这些目标是最终通过一定数量的解决问题的步鄹来导致购买决策阶段。研究与实践,吸引了许多营销渠道，理论贡献、信息、灵感和建议。在过去,主要输入的消费者行为理论来自于心理学。最近,跨学科的研究消费者行为的重要性,增加了社会学、人类学、经济学和数学也有助于个主题。
感知。一个有进取心的人准备好了行动,但这个人如何采取实际行动是受他或她对外界环境的的知觉状况影响的。认知是指个体对输入大脑的信息进行的选择,组织,把多种属性整合为同一个整体。感知不仅取决于生理上的刺激有关,而且还关系到个体周围领域其它的刺激因素。关键词是个人。每个人对相同的物体都可以有不同的看法,因为有三个过程:选择性注意力、选择性的扭曲,和选择性保留。