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。
消费者行为学中英文对照外文翻译文献
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。
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。
[译文精选]消费者心理学
![[译文精选]消费者心理学](https://img.taocdn.com/s3/m/875eee40be1e650e52ea9958.png)
[译文精选]消费者心理学本文为国外研究消费者心理的一篇文章，可以当做开店朋友的参考资料，不是店家的朋友也可以看看，自己在消费时是否都会注意这些地方。
译自《Fresh Cup Magazine》五月号，第30-34页<Uncovering Clues About What Your Customers Want>by David EvertDavid Evert本身是一家有七间连锁咖啡店的业主，员工超过50人。
在进入精品咖啡业界之前，他只是一介小小的商机开拓谘询员。
在他从Espresso Midwest这家公司退休之后，便开始做全国开店训练研讨会的工作。
我们一再地听人说：咖啡馆业主唯一最有效的增加营收方式就是透过行销。
而行销必须从两个不同点切入：一是不断地将店家的曝光率提高，另一就是时时注意客群型态及其消费观，他们进入一家咖啡馆希望得到什么样的服务，以及你能为他们提供哪些个人化的服务。
我们身边有许多亲朋好友或是顾客、生意伙伴，他们都很乐意针对我们这个小生意提出他们个人独到的观点，但如果你只靠这些有限的资讯来做消费者研究，那或许有点稍嫌单薄，这样会显得有点互动不足。
因为一般来说，愿意大声告诉你意见的顾客毕竟是少数，虽然这些客人的意见也有一定的重要性，但我们更应该去了解其他多数的沉默客群的意见，而刺激这些沉默客群给你意见就是一个很重要的议题，充分照顾到这些大多数顾客的需求，才不会让他们悄悄地到来又悄悄地离去，让你怎么流失客源的都不知道。
做生意可以让一个人学习到更多有关谦逊的道理。
现实中，大多数的顾客都不会在乎店主的个人想法与喜好，顾客们在乎的是他们自己的想法与喜好，为了要达到最好的服务品质，你必须想出一套方法，直接向你的顾客们询问他们最满意你的哪些服务以及哪些产品，有哪些地方是必须要改进的。
透过这简单的调查，你就可以从中发现许多有益生意的资讯，比方说顾客最喜欢Menu上哪些产品、店内气氛、服务周不周到、价位合理与否等等，几乎是关于你店里所有的细节，都可以得到解答。
体验营销：洞察消费者的消费心理外文文献翻译
文献出处：Adeosun L P K, Ganiyu R A. Experiential Marketing: An Insight into the Mind of the Consumer[J]. Asian Journal of Business and Management Sciences, 2012, 2(7): 21-26.原文Experiential Marketing: An Insight into the Mind of the ConsumerLadipo Patrick Kunle Adeosun，Rahim Ajao Ganiyu ABSTRACTExperiential Marketing is the process of engaging customers with in-depth experiences of the product or a brand. It can also be termed as a live marketing engagement where there is a face to face interaction between the consumer and a product or a brand. Its purpose is to appeal to the emotional senses of the customers and to influence their choice decision. This paper aims at investigating consumer's response to retail experiential marketing. As a descriptive and explanatory study, it establishes a connection between consumer lifestyle and behavior in modern retailing and how it affects customer satisfaction. The paper suggests various characteristics and specifications that a retail outlet should have in order to appear most appealing to the consumer and create an experimental touch in the entire retailing process. Keywords:Shopping experience, customer, experiential marketing, customer satisfaction, emotional attachment.1 INTRODUCTIONIn recent years, there has been increased interest in building and enhancing customer experience among researchers and practitioners. Companies are shifting their attention and efforts from premium prices or superior quality to memorable experiences. Also, the value created by memorable or unique customer experiences and emotions exert significant impact on organizational performance in terms of customer satisfaction, retention and loyalty. Experiential marketing is the new approach which views marketing as an experience and treats consumption like a total experiment, by taking cognizance of the rational and emotional aspects ofconsumption using eclectic methods.We are in the era of …experience economy‟ and the main concern and preoccupation of proactive organization is how to create total experience and unique value system for customers, which necessitate the need to understand the life of customer from perspective of their shopping experience. Experiences is inherent in the mind of everyone, and may result into physical, emotional, and cognitive activities which invariably may generate strong feelings that the customer might take away. Experience tends to come from the interaction of personal minds and events, and thus no two experiences may be the same in any occasion (Schmitt, 1999).Schmitt (2003) distinguishes between five types of experience that marketers can create for customers to include; sensory experience (sense), affective experience (feel), creative cognitive experience (think), physical experience, behaviors and lifestyles (act), and social-identity experience, all relating to a reference group or culture (relate). The author posits that the ultimate goal of experiential marketing is to create holistic experience that seek to integrate all these individual types of experiences into total customer experience.According to Pine and Gilmore (1999), economic development is generating a new and dynamic era of experiences, which challenge the traditional sales approach focusing on product sales and service offering. And in order to enhance consumers' emotional connections to the brand and provide a point of differentiation in a competitive oligopoly, retailers have turned their attention to creating memorable retail experiences, which try to appeal to consumers at both physical as well as psychological levels.The emergence and spread of shopping malls, supermarkets and hypermarkets in both developed and developing countries, heightened competition for consumers‟ spendable or discretionary incomes. There are therefore more choices available for consumers than ever before. In such a situation retailers seeks to develop business strategies that focus on creating and maintaining customers, by offering customers a differentiated shopping experience.The term "Experiential Marketing" refers to actual customer experience with theproduct/service that drive sales and increase brand image and awareness. When done right, it's the most powerful technique to win brand loyalty. Olorunniwo et al., (2006) concluded that customer experience is related to behavioral intentions and connecting the audience with the authentic nature of the brand is one of the prime goal of experiential marketing. This is achieved through participation in personally relevant, credible and memorable encounters.Shopping has been considered a search process where shoppers would like to ensure that they make the right decisions. In addition, they also intend to derive emotional satisfaction (Tauber, 1972). It has been found that a high level of brand awareness may not translate into sales. Proactive organization should consider every visit of the shopper as a distinct encounter and a moment of truth. Unless the interaction is satisfactory, the next visit may not guaranteed. Therefore, if the store does not provide a compelling reason for a repeat patronage, the amount of purchase per visit may likely decline (Zeithaml, 1998).The growing significance of experiential marketing has resulted into diverse and fascinating study on the concept (e.g. Csikzentmihalyi, 1997; Schmitt 1999; Pine and Gilmore 1999; Holbrook, 2000; Arnould et al., 2002; Caru and Cova, 2003 to mention a few). However, the dynamics of consumer behavior have necessitated the need for more papers. With few exceptions, the existing experiential retail literature has focused mainly on the isolated testing of static design elements (i.e. atmospherics, ambient conditions, and services cape architecture) of retail stores (Turley and Milliman, 2000). McCole (2004) in particular recognizes this dearth of academic research in the areas of experiential and event marketing as an indication of the division between academia and business and calls for marketing theory in these areas to be more closely aligned with practice.Similarly, Gupta, (2003) identified a lack of systemic body of knowledge and conceptual framework on which to base scientific inquiry as a key tenet of experiential marketing. The current study seeks to address some of these gaps in the literature. In consequence this paper aims to gauge consumers' responses to experiential marketing in modern retail outlets and analyze the effect of experientialmarketing on consumer behavior.2. CONCEPTUAL BACKGROUNDExperience as defined within the realm of management is a personal occurrence with emotional significance created by an interaction with product or brand related stimuli (Holbrook and Hirschman, 1982). For this to become experiential marketing the result must be “something extremely significant and unforgettable for the consumer immersed in the experience” (Car u and Cova, 2003, p. 273). According to Schmitt (1999) experiential marketing is how to get customers to sense, feel, think, act, and relate with the company and brands. Customer satisfaction is a key outcome of experiential marketing and is defined as the “customer fulfillment response” which is an evaluation as well as an emotion-based response to a service. It is an indication of the customer‟s belief on the probability or possibility of a service leading to a positive feeling. And positive affect is positively and negatively related to satisfaction.Experiential marketing involves the marketing of a product or service through experience and in the process the customer becomes emotionally involved and connected with the object of the experience (Marthurs, 1971). A well designed experience engages the attention and emotion of the consumer, and becomes memorable and allows for a free interpretation, as it is non-partisan (Hoch, 2002). In contrast to traditional marketing which focuses on gaining customer satisfaction, experiential marketing creates emotional attachment for the consumers (McCole, 2004). The sensory or emotional element of a total experience has a greater impact on shaping consumer preferences than the product or service attributes Zaltman (2003). The benefits of a positive experience include the value it provides the consumer (Babin et al., 1994; Holbrook, 1999) and the potential for building customer loyalty.Experiential retail strategies facilitate the creation of emotional attachments, which help customers obtain a higher degree of possessive control over in-store activities (Schmitt, 2003). These strategies allow consumers to become immersed within the holistic experience design, which often creates a flow of experiences. Affective reaction based on an interaction with an object can be described as a person‟s subjective perception or judgment about whether such interaction willchange his or her core affect or his or her emotion toward the object. Cognitive reaction toward interacting with the object involves cognitive reasoning or appraisal, and is a consumer assessment of the purchase implications for his/her well being. Cognitive and affective reactions towards an object can be quite different, for example: one might appraise taking garlic as good and useful for one‟s health, nevertheless, one can at the same time consider it unpleasant due to its smell and taste.Experiential events can turn out to create both consumer and consumption experiences and can by far more effective in attaining communication goals. Caru and Cova (2003) conceptualization of experience, and Csikzentmihalyi (1997) experience typology and 7 …I‟s of Wood and Masterman (2007) may serve as a useful framework for evaluating the effectiveness of an event by developing measures that relates to the level of challenges, newness, surprise, and matching it with the audience‟s prior experience and skill level. However, the usefulness of measuring these attributes of the event depends upon the assumption and belief that an event that is strong in those attributes will effectively create a memorable and potentially behavior changing experience.The strategic experiential marketing framework consists of five strategic experiential models which create different forms of experience for customers. The five bases of the strategic experiential modules are: (1) Sensory experience: the sensory experience of customers towards experiential media includes visual, auditory, olfactory and tactile response results. (2) Emotional experience: the inner emotion and sense of customers raised by experience media. (3) Thinking experience: customers' thoughts on the surprise and enlightenment provoked by experience media. (4) Action experience: is the avenue through which experience media, linked customers so that they can acquire social identity and sense of belonging. (5) Related experience for customers: is actualizes through the experience of media production links, and to social recognition.3 METHODOLOGY AND METHODSThis study, being descriptive and explanatory, utilized secondary sources of information. Secondary information is a good source of data collection anddocumentation that cannot be under-estimated as it provides necessary background and much needed context which makes re-use a more worthwhile and systemic endeavour (Bishop, 2007).4. DISCUSSION AND CONCLUSIONSThe retailing business is constantly changing and experiencing huge trends due to changing consumer tastes, consumption patterns and buying behaviors. As a result of the changing con sumer shopping ecosystem, retailers‟ ability to sell its merchandise, depends largely on the strength of its marketing mix elements and ability to create a rewarding and fulfilling experiences for customers.Traditional marketing strategies focusing on price or quality are no longer a source of differentiation and competitive advantage. Researchers advocate that one of the main routes to successful differentiation and competitive advantage is a much stronger focus on the customer (Peppers and Rogers, 2004). Shopping involves a sequence of '‟see–touch–feel–select'‟ and the degree to which a shopper follows the whole or part of this process varies with brand, product category, and other elements of the marketing mix.Experiential marketing evolved as the dominant marketing tool of the future (McNickel, 2004). Companies have moved away from traditional “features and benefits” marketing, towards creating experiences for their customers (Williams, 2006). Experiential marketing has evolved as a response to a perceived transition from a service economy to one personified by the experiences, for instance, Williams (2006, p.484) argues that “modern economies are seen as making a transition from the marketing of services to the marketing of experiences, all tourism and hospitality offers acts of …theatre‟ that stage these experiences”.From now on leading edge companies, whether they sell to consumers or businesses, will achieve sustainable competitive advantage by staging experiences which include personal relevance, novelty, surprise, learning and engagement (Schmitt, 1999; Poulsson and Kale (2000). Undoubtedly, consumers now desire experiences and, in order to fully capitalize on this, business must deliberately orchestrate and engage in offering memorable experiences that create value andultimately achieve customer loyalty.译文体验营销: 洞察消费者的消费心理帕特里克；拉希姆摘要体验营销是通过提供深入的对产品或品牌体验过程来吸引客户。
关于消费者行为学的一些英文译文及原文.
英文文献译文：下面的消费者研究将会说明在一个消费者社会里很多的消费者行为被社会心理学家研究，这包括消费者刺激和消费者行为。
因此，消费者环境为社会现象和行为的研究提供了一个丰富的领域。
消费者决策无所不在不管我们在何时何地，我们都在不停地制定消费者决定。
我们在健身馆注册，经常坐飞机去度假，做体检，选一个餐馆，为了一个更健康的生活方式少吃甜食。
实际上，我们的很多日常决定没有包括较重要的决定，比如，嫁给谁或是否要小孩，但包含了是否喝茶或咖啡，用卡或付现金，或其他的一些琐碎的决定。
而且，我们日常的很多消费者行为甚至是无意的。
相反，它们可能是出于习惯，比如打开美国有线电视新闻网络来了解新闻或搜索谷歌来找一些资料。
一个人在一天中充满了无尽的琐碎的消费决定或者受以前决定的影响，在早上从选择牙膏的品牌到工作后选择看哪部电影。
消费者的选择影响社会认同感的功能虽然对大多数人来说是一个消费者可能不会确定他们的身份，但他们的消费决定仍然是高度身份相关的，就它们对应到更大的价值观和信仰，表达自我的重要方面。
素食主义者是不忍心看到动物被杀害和一些人抵制买那些被认为是由儿童劳工制成的衣服。
一些人买丰田普瑞斯出于是对环境的关注；另一些人抵制日本汽车，比如普瑞斯，是为了帮助当地的汽车工业。
在这方面，甚至在可口可乐和百事可乐之间选择是不必要的琐事。
人们不能在盲目的测试中区分可口可乐和百事可乐，或他们更喜欢百事可乐，然而可能还是坚持可口可乐作为一种文化标志。
尝试改变可口可乐的配方会使反对者生气。
显然，消费品和品牌不仅满足实际的需要。
在一个世界，供过于求和品牌的区分，很多消费者选则品牌是为了表达他们的个性或使他们自己屈服于他们的欲望。
他们不是简单的使用苹果；他们是苹果的使用者并认为换另一个牌子的个人电脑会像是一个背叛者一样。
从饮料到电脑，品牌成为一种意识形态。
人们可能也会把产品的认知作为自身的延伸；比如，他们可能认同他们的车就像他们对待他们的宠物一样。
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。
消费者行为学第八版英文版
Scope
Consumer behavior encompasses a wide range of topics, including consumer decision-making, brand management, marketing communication, cultural influence, and consumer well-being.
Psychological theory
Social Cognitive Theory
This theory posits that individuals learn behaviors by observing others and reinforcement. It emphasizes the role of social norms, role models, and self-efficacy in behavior change.
Behavioral Economics
Economic theory
Consumer Behaviorism
This theory emphasizes the role of marketing in influencing consumer behavior. It suggests that marketers can shape consumer behavior by manipulating environmental cues and designing marketing mix strategies.
Consumer decision-making process
Consumer Information Processing
Sensory Perception: Consumers receive information through their senses, such as sight, hearing, taste, touch, and smell. The processing of these sensory inputs helps consumers understand and interpret the information they receive.
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(双语或中英文结合)课程7.attitudes and persuasion
Chapter Objectives (cont.)
• The way a marketer structures his message determines how persuasive it will be.
• Audience characteristics help to determine whether the nature of the source or the message itself will be relatively more effective.
• The consumer who processes such a message is not necessarily the passive receiver of information marketers once believed him to be.
• Several factors influence a message source’s effectiveness.
• What media will transmit the message?
– Print ad, television, door-to-door, Web site?
• What are the characteristics of the target market?
– Young, old, frustrated, status-oriented?
8-9
The Traditional Communications Model
Figure 8.1
8 - 10
Discussion
• What are the strengths and weaknesses of this model?
消费者购买心理研究外文翻译文献
消费者购买心理研究外文翻译文献(文档含中英文对照即英文原文和中文翻译)译文：台湾消费者与美国消费者服装购买心理差异的研究摘要本文通过对119名台湾女大学生和美国女大学生服装购买意向和心理差异进行问卷调查，得出两国女大学生消费者在购买服装时心理决策过程的异同。
在本次服装消费购买的意向和心理调查研究中，采用了12个比较常见的影响消费者服装购买决策的评价标准因素，每个因素按重要性依次有7个可供选择的标度，这12个因素分别是：服装面料、穿着舒适性、服装尺寸是否适合、服装缝制质量、服装制造商在行业内的地位、服装色彩、他人的评价、服装品牌、是否适合在校园穿着、服装价格、服装款式、搭配自己原有的服装。
问卷调查表明，在影响自身服装购买意向和评价的标准上，台湾和美国的女大学生两个不同群体的评价标准是非常类似的，可见购买意向的形成标准具有普遍性。
此外，在上述十二项影响购买意向或在购买时考虑的因素中，服装的尺寸是否适合被认为是最重要的标准。
本文还对这两个不同的群体进行跨境比较从而得出比较研究的结论，着重提供了在消费者的购买决策过程中对消费者的购买意向会产生重要影响的信息，从而有助于服装品牌和制造商在市场营销中运用这些信息从而制定和发展国际营销战略。
关键词消费者行为；消费者购买决策；评估标准；跨境正文美国商品和商品服务在国际市场份额中的不断增长对美国经济的影响越来越大，为了在国际市场上获得进一步的成功，调查评估是非常必要的：即不同国家和地区的消费者对于美国的商品和商品服务到底是如何评价和如何进行衡量的？通过数年来多次广泛采样和调查研究，消费评估的模式模型已经初步制定，用以对消费者的购买意向和心理提供一个框架性的指导，并藉此预测消费心理学和行为学的复杂性。
该模型系采用恩格尔、柯莱特、米尼阿德模式的消费决策来构建的（即恩格尔，布莱克威尔及米尼阿德于1995年提出的EKM模型），该EKM模型包括四个阶段的消费决策行为：（1）消费信息的获取；（2）消费信息的处理；（3）消费的决策过程；（4）模型中的变量影响决策过程的模式；在模型中，给出消费信息的获取阶段之前，个体需要形成消费需求的意向，这一意向导致其认为自身有必要进行相关的此项消费，一旦对于自身需要进行此项消费的意向形成，则个体即开始通过收集和搜索来获取消费的相关信息，“所谓的信息处理，其宏指涵盖的消费进程，包括信息的获取、对所获取信息的评估和判断，对评估判断完成后的相关信息进行储存、以及在进行具体的消费行为时重新从储存的信息中进行提取”（恩格尔等1995年发表的相关论文，第472页）。
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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。
同样地，品牌可能会定义为社会群。
哈利戴维森俱乐部是一个传奇的例子；一个因特网搜索俱乐部揭示几乎每一种汽车的品牌和型号。
在我的家乡，我发现一个大众新甲壳虫俱乐部宣称要建立新甲壳虫司机之间的联系，通过组织社会赛事。
在路上，开同一种汽车型号的司机经常会相互打招呼。
显然，开同一型号的汽车足以建立社会亲近感。
品牌，产品和消费习惯不仅有益于建立社会联系，而且作为地位标志，定义垂直和水平的社会界限。
通过用特别的品牌或消费特定的产品，人们可以表达一种特定的生活方式或尝试传递某种特定的社会印象。
不管你对饮料的选择是否是红酒或是啤酒，卡布齐诺咖啡或花草茶，你的选择表达了更多，不仅仅是你对饮料的品味。
消费选择影响社会知觉假定品牌和产品是社会表现形式的一部分，这一点也不意外人们评判这些通过他们所使用的品牌和产品。
特别是产品的社会认知功能被用来依据目标的推理和个性特征。
同样地，香烟、食物的选择和食物的摄取量都显示了影响社会表达形式。
根据感知者的次文化，不同的个性特征被假设在于吸烟者和不吸烟者的对比。
不同的研究发现健康的饮食者被认为是比那些饮食不健康的人更加的温和，通常更加受欢迎。
一个喝百事可乐的人和一个喝可口可乐人的争论正如一个凯普莱特和一个蒙塔古的争论，当然，有点夸张，但很明显品牌可能把群内的成员和群外的成员区分开来。
可能这在青少年中区别最大，那里的牛仔裤的牌子被确定为酷和大众化。
然而，这种现象不只局限于青年文化，之前的社区例子就像是被证实的所定义的共享品牌。
总之，从湿刮胡刀与干刮胡刀的对比到开保时捷与开斯玛特的对比，消费者行为被用作一种信息在个人认知中。
很可能，这样的信息也一样用来显示这些消费者的行为。
女人身上所穿的皮衣而引起的消费是一个经典的例子。
消费者行为的情感影响显然，消费产品的使用和服务可能会让人感到高兴、满意或生气、不满意。
人们可能会从穿一件新衣而体会到快乐，或者感到痛苦。
当产品或服务失败或引起不便，产品使用只是影响消费者情感的一个因素，仅仅是选择和适应另一种产品的行为。
人们享受或不喜欢购物的体验，他们可能从在不同产品的自由选择中得到快乐，在大量的选择中感到不知所措或感到沮丧。
当他们在有限的产品中找不到满足他们特殊需要的产品，从这一事实中，他们都能体会得到欲望和一个自尊刺激,即他们能负担得起的某一特定消费者的生活方式。
很多的日常情感经历的因素包括消费者行为在一种或另一种方式中产生。
消费者环境提供了独一无二的社会交流但是，我们很少与我们的发型设计师和服务生产生紧密的联系。
然而，消费者环境天天提供了很多的社会交流。
同样，这些相互交流，即使是信念可能会构成一种情感经历的资源。
咖啡师的微笑，商店售货员的赞美，看门人的友好帮助，这些例子揭示了与消费者有关的相互交流如何使我们感觉良好、值得的、被重视。
然而粗暴的反应产生相反的效果。
而且，这些社会角色被可能被消费者环境定义为了不是其他角色固有的某些特定的行为，相互交流和经验提供了独一无二的机会。
作为一个顾客或消费者使一方得到尊重，礼貌对待和满足需求。
对某些人来说，这可能是他们生活的唯一角色是能给他们掌握有限的感觉和让其他人满足他们的需求。
举另一个例子，投诉是社会交流的一种形式，它通常发生在消费者环境里。
鉴于消费者环境对社会经验和社会交流的重要性，消费者语境为研究这些社会行为提供了重要机会。
不是每一个消费者通过这些阶段当他们做决定买买东西时，实际上，其中的一些阶段可能会跳过，这取决于购买物的类型。
对消费者进行研究的原因，通过理解下列问题帮助公司和机构提高他们的营销策略：·消费者怎么想、感觉、理由和对不同物品﹙如品牌、产品﹚的筛选的心理；·消费者的行为当他们购物或作其他的营销决定；·消费者知识或信息获得能力的限制影响决定和营销结果；·市场营销者们怎样才能适应和提高他们的营销竞争力合营销策略来更有效率的吸引消费者。
贝尔奇给出了消费者行为的官方定义：过程和人们所从事的活动当他们为了满足他们的需求进行研究、选择、购买、使用、评价和处理产品和服务。
行为发生在个人或者在此背景下出现的一个群体或一个组织。
消费者行为包括了使用和处理产品以及研究产品怎样被买。
产品的使用一般是市场营销者很感兴趣的，因为这可能会影响一个产品怎样处于最佳位置或者我们怎呀才能鼓励增加消费。
尼科西亚模式集中于公司和它的潜在客户之间的关系。
公司与消费者交流通过它的营销信息或广告和消费者对要买产品的信息的反应。
看到这个模式我们将发现公司和消费者之间是相互联系的，公司想要影响消费者，消费者通过他的决定来影响公司决策。
三：购买行为尼科西亚模式被分为四个主要领域：领域1：顾客态度根据公司的信息。
第一个领域分为两个次领域。
第一个次领域处理公司的营销环境和交流努力这影响顾客的态度，竞争的环境和目标市场的特点。
次领域二细分了顾客的特点，如经验，个性和他怎样认知对产品的宣传思想，在这个阶段顾客形成了对公司产品的态度根据他对产品信息的掌握。
领域2：研究和评价消费者会开始研究另一个公司的品牌和评价这个品牌通过对比其他的牌子。
在这种情况下，公司动员消费者购买它的牌子。
领域3：购买的行为动机的结果将会上升通过说服消费者从一个零售商那里购买这个公司的产品。
所罗门模型的对比过程表2.7解释了一些问题贯穿在消费过程的各个阶段。
转换在二个或多个组织或人里给出或收到一些有价值的东西，它是市场营销不可或缺的一部分。
所罗门也提出了消费者行为包含了不同的因素。
购买产品和使用产品的人可能不是同一个人。
人们可能也会起到影响购买过程的作用。
很多市场营销活动，他们建议应集中适应于产品提供目标市场需求的特殊环境。
它也一样会刺激已经存在的需求通过广告和促销，而不是创造需求。
这些定义和模式到目前为止已经被呈现出来了，他们来自普通的市场营销理论。
旅游就其本质而言是一种服务而不是一种产品。
它可能对消费者行为有很大影响。
表2.8消费者行为的刺激反应模式该模式分离出在购买行为方面的激励因素和决定因素重要的影响，同时也强调某个机构能对消费者购买过程使用的沟通渠道。
史莫尔发展一个模型假设消费者的决策是四种元素的一种结果如下：●旅游刺激，包括导游书，报道来自其他旅游人员、广告和促销●旅游行为的个人的和社会的决定因素包括动机、要求和期望●外部变量，包括旅游目的地的形象，信心贸易中介机构和一些限制如成本和时间●目的地服务业的特点和特征，如在察觉到成本和价值，景点的范围和设施提供的联系消费者取得积极或消极成见根据他们具有不同的人口（年龄，性别，宗教）协会，社会经济（收入，职业），文化/民族（种族，生活方式），或政治，社会意识形态领域。
有形产品的选择涉及高度（如服装，珠宝）和良好的服务，以便与他人共用（例如，礼品，在娱乐性使用的产品）通常是由社会价值导向。
例如，一个特定的使汽车是被选中的功能表现比其诱发的社会形象。
即使产品一般被认为是功能性或功利性，往往选择是基于他们的社会价值观。
消费情绪是指在产品使用或引起消费体验特别的情感反应集，所描述的情感体验和表达（如喜悦，愤怒和恐惧）的独特类或相关，如情绪性范畴的结构尺寸或愉快/不愉快，放松/行动，或平静/激动。
商品和服务往往伴随着（如在观看恐怖电影引起的恐惧）的情绪反应。
情感价值往往与（如宗教，原因）的审美选择。
然而，更多的物质和功利的产品似乎也有情感价值。
例如，有些食物引起的童年经历，通过他们与协会舒适的感觉。
伊扎德（1977）发展了情感体验的方法，介绍了基本的情感。
他用十措词来区分情绪基本种类：兴趣，喜悦，惊讶，悲伤，愤怒，厌恶，蔑视，恐惧，羞耻和内疚。
这种方法已被广泛使用的消费者研究。
为了实施人际和个人建构在这个框架中，我们用可自我意识的概念来表示消费者的反应对社会的影响。
自我意识被定义为个人的一贯的趋势来直接关注向内或向外。
这个理论识别了自我意识的两种不同类型的人。
公开的自我意识的人特别注重其他人对他们的外面的看法，私人自我意识的人更加注重他们内心的想法和感受。
在这种情况下，我们假设消费的名誉可能会不同根据对其他人的敏感度。
这种提议也和以前的研究一致，它展示了个人行为有所不同的人取决于他们对于人际影响的敏感度。
杜布瓦和迪凯纳强调说，“我们相信对消费者和品牌两者之间的直接关系的分析一种提高理解这样一种市场的钥匙。
”这种原始的假设是那种私人的或公开的卓越产品的价值来自于这些物件的固有的交际状况。
很多存在的研究强调的是对于所扮演的角色地位，在信息交流的关于他们的拥有者和社会关系。
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 themost recent theoretical, methodological, and practical developments in a substantive areaof social psychology, in greater depth than is possible in general social psychology handbooks. The editors and contributors are all internationally renownedscholars 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 car industry. In this respect, even the choice betweenCoke 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 Volkswagen 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 and horizontal 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 surprisingthat 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 judgedmore favorably than eaters of unhealthy foods (for a review see Vartanian, 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 to determine 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 consumer behavior 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 provideunique 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 th e PsycINFO 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 for studying these social behaviors.Consumer Behavior Models in Tourism Analysis StudyMuhannad M.A Abdallat, Ph.D.Hesham El –Sayed El - Emam, Ph.D.Department of Tourism and Hospitality, Faculty of Tourism and Archeology KingSaud UniversityABSTRACTThe theories of consumer decision-making process assume that the consumer’s purchase decision process consists of steps through which the buyer passes in purchasing a product or service. However, this might not be the case. Not every consumer passed through all these stages when making a decision to purchase and in fact, some of the stages can be skipped depending on the type of purchases. The reasons for the study of consumer’s helps firms and organiza tions improve their marketing strategies by understanding issues such as:The psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products);The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media);The behavior of consumers while shopping or making other marketing decisions; Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome;How cons umers’ motivation and decision strategies differ between products, that differ in their level of importance or interest that they entail for the consumer; and How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer.2.2 Consumer BehaviorThe study of consumer behavior focuses on how individuals make decisions to spend their available resources (time, money, effort) on consumption-related items (Schiffman and Kanuk, 1997). The field of consumer behavior covers a lot of ground. According to Solomon (1996), consumer behavior is a study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires.The official definition of consumer behavior given by Belch (1998) is …the process and activities people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services so as to satisfy their needs and de sires’. Behavior occurs either for the individual, or in the context of a group, or an organization. Consumer behavior involves the use and disposal of products as well as the study of how they are purchased. Product use is often of great interest to the marketer, because this may influence how a product is best positioned or how we can encourage increased consumption.Andreason (1965) proposed one of the earliest models of consumer behavior. This model is shown in Figure 2.1.The model recognizes the importance of information in the consumer decision-making process. It also emphasizes the importance of consumer attitudes although it fails to consider attitudes in relation to repeat purchase behavior.A second model, which concentrates on the buying decision for a new product, was proposed by Nicosia (1976). This model is shown in Figure 2.2. The model concentrates on the firm's attempts to communicate with the consumer, and the consumers' predisposition to act in a certain way. These two features are referred to as Field One. The second stage involves the consumer in a search evaluation process, which is influenced by attitudes. This stage is referred to as Field Two. The actual purchase process is referred to as Field Three, and the post-purchase feedback process is referred to as Field Four. This model was criticized by commentators because it was not empirically tested(Zaltman, Pinson and Angelman, 1973), and because of the fact that many of the variables were not defined (Lunn, 1974).Perhaps, the most frequently quoted of all consumer behavior models is the Howard-Sheth model of buyer behavior, which was developed in 1969. This model is shown in Figure 2.3. The model is important because it highlights the importance of inputs to the consumer buying process and suggests ways in which the consumer orders these inputs before making a final decision. The Howard-Sheth model is not perfect as it does not explain all buyer behavior. It is however, a comprehensive theory of buyer behavior that has been developed as a result of empirical research (Horton, 1984). Schiffman and Kanuk (1997) mentioned that many early theories concerning consumer behavior were based on economic theory, on the notion that individuals act rationally to maximize their benefits (satisfactions) in the purchase of goods and services. A consumer is generally thought of as a person who identifies a need or desire, makes a purchase, and then disposes of the product during the three stages in the consumption process in Figure2.2 (Solomon, 1996)2.2.5 Sheth-Newman Gross Model of Consumption ValuesAccording to this model, there are five consumption values influencing consumer choice behavior. These are functional, social, conditional, emotional, and epistemic values. Any or all of the five consumption values may influence the decision. Various disciplines (including economics, sociology, several branches of psychology, marketing and consumer behavior) have contributed theories and research findings relevant to these values, (Sheth et al. 1991). Each consumption value in the theory is consistent with various components of models advanced by Maslow (1970), Katona (1971), Katz (1960), and Hanna (1980). Five consumption values form the core of the model:The first value: Functional value To Sheth et al. (1991) the functional value of an alternative is defined as:"The perceived utility acquired from an alternative for functional, utilitarian, or physical performance. An alternative acquires functional value through the possession of salient functional, utilitarian, or physical attributes. Functional value is measured on a profile of choice attributes."Traditionally, functional value is presumed to be the primary driver of consumerchoice. This assumption underlies economic utility theory advanced by Marshall (1890) and Stigler (1950) and popularly expressed in terms of "rational economic man." An alternative’s functional value may be derived from its characteristics or attributes, (Ferber, 1973) such as reliability, durability, and price. For example, the decision to purchase a particular automobile may be based on fuel economy and maintenance record. By identifying the dominant function of a product (i.e., what benefits it provides), marketers can emphasize these benefits in their communication and packaging. Advertisements relevant to the function prompt more favorable thoughts about what is being marketed and can result in a heightened preferences for both the ads and the product, (Solomon 1996;160). Katz (1960) developed the functional theory of attitudes. He identifies four attitudes based on the functional values:1) Utilitarian function. The utilitarian function is related to the basic principles of reward and punishment. We develop some of our attitude toward products simply based on whether these products provide pleasure or pain.2) Value-expressive function. Attitude that performs a value-expressive function expresses the consumers’ central values or self-concept. A person forms a product attitude not because of its objective benefits, but because of what the product says about him or her as a person.3) Ego-defensive function. Attitude formed to protect the person, either from external threats or internal feelings, perform an ego-defensive function. Example of this function is deodorant campaigns that stress the dire, embarrassing consequences of being caught with underarm odor in public.4) Knowledge function. Some attitude is formed as a result of a need for order, structure, or meaning. This need is often present when a person is in an ambiguous situation or is confronted with a new product.The second value: Social value Sheth et al. (1991;161) defined social value of an alternative as:"The perceived utility acquired from an alternative association with one or more specific social groups. An alternative acquires social value through association with positively or negatively stereotyped demographic, socioeconomic, and cultural-ethnic groups. Social value is measured on a profile choice imagery."Social imagery refers to all relevant primary and secondary reference groups likely to be supportive of the product consumption. Consumers acquire positive or negative stereotypes based on their association with varied demographic (age, sex, religion), socioeconomic (income, occupation), cultural/ethnic (race, lifestyle), or political, ideological segments of society. Choices involving highly visible products (e.g., clothing, jewelry) and good service to be shared with others (e.g., gifts, products used in entertaining) are often driven by social values. For example, a particular make of automobile is being chosen more for the social image evoked than for its functional performance. Even products generally thought to be functional or utilitarian, are frequently selected based on their social values.The third value: Emotional value Sheth et al. (1991; 161) defined emotional value of an alternative as:"The perceived utility acquired from an alternative’s capacity to arouse feelings or affective states. An alternative acquires emotional value when associated with specific feelings or when precipitating those feelings. Emotional values are measured on a profile of feelings associated with the alternative."Consumption emotion refers to the set of emotional responses elicited specifically during product usage or consumption experience, as described either by the distinctive categories of emotional experience and expression (e.g., joy, anger, and fear) or by the structural dimensions underlying emotional categories such as pleasantness/ unpleasantness, relaxation/action, or calmness/excitement. Goods and services are frequently associated with emotional responses (e.g. the fear aroused while viewing horror movie). Emotional value is often associated with aesthetic alternatives (e.g. religion, causes). However, more tangible and seemingly utilitarian products also have emotional values. For example, some foods arouse feeling of comfort through their association with childhood experiences, and consumers are sometimes said to have "love affairs" with their cars. A number of different attempts have been made to identify the various emotions that people experience. Izard (1977) develops the taxonomy of affective experience approach that describes the basic emotion that people feel. He measures emotions using ten fundamental categories: interest, joy, surprise, sadness, anger, disgust, contempt, fear, shame, and guilt. This approach has been used extensively by consumerresearchers, for example, Westbrook and Oliver (1991).The fourth value: Epistemic value Sheth et al. (1991 ;162) defined epistemic value as:"The perceived utility acquired from an alternatives capacity to arouse curiosity, provide novelty, and/or satisfy a desire for knowledge. An alternative acquires epistemic value by items referring to curiosity, novelty, and knowledge."Epistemic issues refer to reasons that would justify the perceived satisfaction of curiosity, knowledge, and exploratory needs offered by the product as a change of pace (something new, different). Entirely new experience certainly provides epistemic value. However, an alternative that provides a simple change of pace can also be imbued with epistemic value. The alternative may be chosen because the consumer is bored or satiated with his or her current brand (as in trying a new type of food), is curious (as in visiting a new shopping complex), or has a desire to learn (as in experiencing another culture). The concept of epistemic values has been influenced by theory and by several important areas of research. Exploratory, novelty seeking, and variety seeking motives have been suggested to active product search, trial, and switching behavior, (Howard and Sheth 1969). One of the most significant contributors to the study of the optimal stimulation and arousal has been Berlyne (1970), who contends that individuals are driven to maintain an optimal or intermediate level of stimulation. Finally, Hirschman (1980) has advanced innovativeness, or a consumer‟ propensity to adopt new products.The Fifth value: Conditional value Sheth et al. (1991;162) defined the conditional value as:"The perceived utility acquired by an alternative is the result of the specific situation or set of circumstances facing the choice maker. An alternative acquires conditional value in the presence of antecedent physical or social contingencies that enhance its functional or social value. Conditional value is measured on a profile of choice contingencies."An alternative’s utili ty will often depend on the situation. For example, some products only have seasonal value (e.g., greeting cards), some are associated with once in a life events (e.g., wedding dress), and some are used only in emergencies (e.g., hospital services). Several areas of inquiry have also influenced conditional value. Based on the。