消费者行为学全英重点
消费者行为_定义分歧与本质界定
消费者行为:定义分歧与本质界定司金銮提要:消费者行为学是一门国际流行的新兴学科,国际学术界对消费者行为的定义众说纷纭以至于消费者行为的本质特征至今存疑。
本文以比较系统地研究西方学者各种理论观点为基础,进一步从微观与宏观的结合上将消费者行为的本质特征界定为五个方面。
关键词: 消费者行为 本质特征作者司金銮,男,南京财经大学经济统计学院教授、研究中心主任。
(南京 210042) 从英、美、德、法诸国出版文献来看,60年代以前,西方仅有少数研讨消费者行为的片断文字;至70年代初,由于企业营销工作发展的要求与推动,西方部分高校才于市场营销学之外,考虑另行建立专门研究消费者行为的新型学科。
1965年美国俄亥俄州立大学正式提出了第一份《消费者行为学》的教学大纲,1968年,由德赖登出版社出版了J.F.恩格尔(Engel)、R.D.布莱尔韦尔(Blackwell)与D.T.科拉特(kollot)三人合著的第一版《消费者行为学》,为该学科的建构提供了第一本正式的教科书,该书中引用了三位学者多年来的研究成果和其他有关专家学者的理论、技术和案例,并提出了消费者决策的最早模式。
自此之后,西方学者研究消费者行为理论蔚然成风。
然而,关于消费者行为的定义,西方学者却有着不同的说法,而且随着经济社会的发展和研究的深入还在继续发展变化着。
20世纪80年代以来的西方学术界围绕消费者行为定义问题展开较长时间的争论,他们对人类消费行为的探索是从广义和狭义两个方面来进行分析和论证的。
广义的消费者行为学理论是按生态学的观点,即从整个环境资源角度分析研究人类消费行为,如1981年美国W.A.伍兹(Woods)教授所著的《消费者行为》一书就是这类论著。
只是这期间单独进行如此广泛的研究还为数较少。
按照广义论者的观点,消费者行为学就是一门分析研究人类利用环境资源时的心理和行为的规律性学科,利用环境资源———不论是物质或是能量的,人人都是消费者,人的行为就是消费者行为。
消费者行为学课件20120903第11章
重庆大学城市科技学院
2003年11月30日中国国家标准委员和认证委员会 同时公布实施由国际标准化组织、制订指导公众 绿色消费的《ISO14020系列标准》，这为中国企 业绿色产品提供了一个精确的国际标尺。
重庆大学城市科技学院
（二）绿色消费的氛围已基本形成
随着绿色观念逐步深入人心，传统的“价格优先”的消费观 念正在向“价格与质量并重”的消费观念转变。中国消费者 协会也适时地将“绿色消费”确定为2001年的消费主题，这 有力地促进了绿色消费观念的普及。该协会于2001年3月至6 月份在全国进行的“千万个绿色消费志愿者在行动”的大型 调查活动结果显示：95%以上消费者认可和支持绿色消费。 对全国36个副省级以上的城市的调查也表明：98.9%的消费 者愿意为推动绿色消费而尽力；97%以上的消费者愿意将垃 圾分类投入，并进行节约用水；97.4%的受调查者愿意选择 绿色家居和环保装修，支持发展公共交通，拒绝野生动物制 品；有95%的人赞同尽量不用塑料袋、一次性筷子和餐具
重庆大学城市科技学院
绿色消费环境培育原则——5R原则 （1）节约资源，减少污染（Reduce） （2）绿色消费，环保选购（Reevaluate） （3）重复使用，多次利用（Reuse） （4）垃圾分类，循环回收（Recycle） （5）救助物种，保护自然（Rescue）
重庆大学城市科技学院
重庆大学城市科技学院
1、绿色需要产生的原因：
（1）严重的环境问题，损害了人们的正常生活，引起人们的 密切关注。 （2）消费者经济水平已达到一定程度，人们对环境质量和生 活品质长生更高的要求。 （3）环境保护的宣称，教育、科学知识的普及，以及传媒环 保运动的推动，提高了消费者在环保方面的知识与素质。 （4）绿色消费形成流行时尚，促进绿色需要进一步扩展 （5）迫于环境的压力，企业也在社会舆论以及政治、法律的 约束下，开发更加绿色的产品。
消费者行为学课程介绍
《消费者行为学》课程介绍撰写人唐贇课程背景《消费者行为学》是市场营销专业的一门专业基础课程。
消费者行为学是一门研究消费者心理与行为的应用性学科，它是资本主义工业革命后，市场经济充分发展，商品供过于求的矛盾日益尖锐，企业竞争日益加剧的形势下应运而生的，是市场营销学和心理学的一个重要分支。
作为一门独立的学科出现，只是近几十年的事情，西方国家的市场营销学和心理学家在教科书中都涉及了消费者的购买对象、购买组织、购买目的、购买过程以及影响要素，这部分的内容逐步扩大充实，得以从市场营销学和心理学中独立出来，形成了一门新的综合性学科——消费者行为学。
20世纪30年代以后，对消费者行为的研究得以迅速发展并广泛应用于营销实践中，尤其是1929—1933年爆发世界性经济危机以后，企业的经营理念从生产向销售观念的转变，这也使心理学家开始重视研究消费者的心理与行为，期间研究成果累累，大大丰富了消费者行为学的内容，才得以成为一门独立的学科。
1965年OHIO州立大学正式提出了世界上第一部《消费者行为学》的教学大纲。
1968年，由恩格尔、布莱克韦尔、科拉特等人合著的第一部《消费者行为学》（Consumer Behavior）正式出版。
到了1970年以后，消费者行为的研究进入变革和大发展时期，它综合运用了其他相关学科的最新研究成果，其研究领域不断扩大和深化。
总之，消费者行为学是一门多学科交叉的边缘性学科。
我国开始重视和研究消费者行为是在20世纪20年代，国内学者开始翻译并撰写相关的论文、论著，此时的代表人物有吴英国、潘菽、孙科等。
随着我国社会主义市场经济的逐步建立与完善，随着商品的极大丰富，消费者的需要日益提高。
研究消费者行为，对进一步把握消费者的心理规律、心理需要、购买动机，营建良好的消费环境，打造良好的消费文化，进一步增强企业的营销效果，促进国民经济发展，它的作用日益凸显。
研究消费者行为，有利于提高企业的竞争力，有利于引导消费需求，有利于制定宏观经济政策，进一步促进经济健康协调发展。
消费者行为学第4章购后行为
第四节重复购买与品牌忠诚重复购买者、忠诚的顾客与利润获取新顾客成本远高于保留现有顾客，而且新顾客的获利性低于长期顾客。
某个信用卡公司的顾客随时间推移创造的利润表年份利润/ 美元获取成本51 第1 年30 第2 年42 第3 年44 第4 年49 第5 年55 忠诚顾客的价值忠诚的顾客很难为竞争品所动，甚至会有漠视的态度，无形中可以减轻企业的竞争压力。
忠诚的顾客倾向于持续购买该品牌而不是等待减价或不停的讨价还价。
顾客在长时期内倾向于使用一个厂家的更多种类似的产品和服务。
忠诚的顾客极可能是忠实的“宣传者”。
营销启示：关系营销重点放在现有顾客身上的营销通常被称为关系营销。
关系营销是指企业试图与顾客发展一种持续的、不断扩充和强化的交换关系。
关系营销有五个关键因素: 发展一种核心产品或服务，并以其为中心建立顾客关系。
针对不同顾客建立特定关系。
用附加利益来扩充核心服务或产品。
以有助于鼓励顾客忠诚的方式定价。
开展内部营销使雇员在顾客面前表现出色。
关系营销的目的关系营销中店主不仅是由于顾客关系而且是作为朋友来认识每一位顾客，能预料到他们的需求，在顾客需要的时候提供帮助和建议。
然而在现代条件下，由于大多数业务规模庞大，要真正体现关系营销的思想，企业必须使用数据库和“定制的大众化沟通”，并对雇员进行更好的培训与激励。
思考以下案例：马狮：关系营销的先行者马狮（Marks & Spencer ）是英国最大且盈利能力最高的零售集团，其惟一品牌“圣米高”在英美两国家喻户晓。
马狮很早就认识到关系营销的重要性，成功的运作使他们与顾客、供应商建立起了良好的长期关系。
马狮的关系营销战略包括三大部分：对顾客，以“满足顾客真正需要”建立与顾客的稳定关系。
30 年代，马狮大部分顾客都属劳动阶层，马狮就以“为目标顾客提供他们有能力购买的高品质商品”为宗旨，真心要满足顾客的需要。
他们严格履行所定标准，依规格采购、按顾客能接受的价格确定生产成本、“不问因由”的退款政策等赢得了顾客的信任，不觉中就形成了与顾客的长期关系。
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。
经管类专业课复习资料-西方经济学复习重点(很全)
本书体系概略微观部分宏观部分•供求理论宏观经济核算•消费者行为理论凯恩斯模型•生产者行为理论AS-AD模型•市场论通货膨胀问题宏观经济政策第一章绪论第一节现代西方经济学的发展一、现代西方经济学的起源1776年亚当·斯密出版《国民财富的性质和原因的研究》，简称《国富论》亚当·斯密是什么人？亚当.斯密（Adam Smith，1723-1790）出生于苏格兰的一个海关官吏家庭，14岁就进入格拉斯哥大学，先后学习了道德哲学、论理学和数学，自学法学、政治经济学，因为成绩优秀3年后推举到牛津大学学习。
1748年（25岁）开始在大学任教，16年后辞去大学教授的职务，成为当时一位年青贵族（贝克希莱公爵）的私人教授，并陪同公爵赴欧洲大陆游学，期间结识了法国启蒙学派的著名代表伏尔泰，重农学派的首领魁奈和杜阁。
1767年回到英国，1776年经济学巨著《国富论》出版问世。
《国富论》到底讲什么？这部著作以发展生产力、增加国民财富为主线，以劳动价值论为基础，以资本主义社会三个阶级的三种收入理论为核心，系统论述了政治经济学的各个范畴，几乎包括了经济科学的各方面的内容。
全书共五篇。
第一、二篇论述经济学基本原理，形成一系列经济概念和范畴，第三、四篇着重论述经济政策对国民财富增长的意义和作用，第五篇涉及财政学。
（一）历史背景：特殊的18世纪1、社会生产力发展方面：英国已经由农业国转变为工业国，资本主义工业进入快速发展的新时期，商业特别是对外贸易取得惊人的发展。
2、社会经济关系的重大转变：封建社会向资本主义社会转变的重要时期。
（二）斯密的重要贡献1、提供了一套完整的经济学体系，使经济学首次具备了可持续性发展的基础。
2、首次将“看不见的手”的原理置于经济学的中心地位，决定了经济学此后的发展方向和路径。
看不见的手：在自由竞争的市场体制下，个体对自己私利的追逐会受到一种无形力量的支配，使这种对私利的追逐实际上导致了最有利于实现社会利益的结果。
深圳大学工商管理(全英班)专业2014级本科人才培养方案
深圳大学工商管理（全英班）专业2014级本科人才培养方案专业代码：120201一、培养目标培养具有国际化视野，系统掌握现代企业管理理论、知识和方法，熟悉商事法规和政策，具有创新开拓理念、营商知识技能及社会活动能力，能熟练运用IT技术，掌握一门外国语，适应社会经济发展需要的复合型高级管理人才。
二、培养要求本专业实施通才教育与专才教育相结合的培养方案。
学生主要学习管理学、经济学及工商管理的基本理论和基本知识，接受企业和公共部门管理实践的方法、技术和技能方面的基本训练，得到管理思维、管理技能和管理研究方法的锻炼，具有分析和解决企业和公共部门管理问题的基本能力。
通过课程学习和实践训练，学生应获得以下的知识和能力：1. 掌握管理学、经济学及工商管理的基本理论和基本知识；2. 掌握工商管理实践领域的基本方法、技术和技能；3. 熟悉我国企业管理的有关政策和法规，熟悉企业管理的一般国际惯例与规则；4. 具备较强的语言与文字表达、人际沟通以及分析和解决企业管理工作问题的基本能力；5. 了解现代信息技术，熟练运用计算机、网络及工商管理相关的常用办公、统计、企业信息管理软件；6. 了解本学科理论和实践前沿与发展动态；7. 掌握文献检索、资料查询的基本方法，掌握工商管理常用定性、定量研究分析方法，具有对一般管理问题进行初步研究的实际工作能力。
8. 英语应达到国家要求的标准水平，并有一定的听、说、读、写、译的能力。
"三、主干学科管理学、工商管理。
四、核心知识领域管理学基本理论与方法，营销管理、财务管理、人力资源管理、信息系统管理、项目管理。
五、核心课程本专业设置了校、院和专业三级课程体系，它们分别为综合必修（校级课程）、专业必修（院级学科平台课程和专业级课程）和综合选修课程（专业级课程）,体现了工商管理专业对学生基本知识和能力、管理技能、管理思维和管理研究方法四大方面的培养要求。
课程计划遵循学科知识内在的逻辑关系，令学生能循序渐进地完成必修和选修课程的学习。
消费者行为学1
7.4 个体主义与集体主义：中式聚餐与西式聚餐价值观>概念价值观是指文化中的成员对于周围客观事物的意义和重要性的总体评价。
价值观就是一个群体关于什么是“有价值的”共同认识。
2集体主义和个体主义权力距离高和低男性气质和女性气质不确定性规避高和低长期导向和短期导向0203040501假设你和三位合作者一起完成了一个项目，得到共两万元酬劳。
其中，你们四位各自对该项目的贡献比例如下：A 贡献了25%；B 贡献了40%；C 贡献了25%；D 贡献了10%。
你会如何分配这两万元呢？（A）按照贡献的比例分配，A得5000元，B得8000元，C得5000元，D得2000元。
（B）平分，每人5000元。
5个体如何看待他们自己？作为独立的个体还是群体中的人？•“我是独立的个体，我的想法完全由我自己决定，我就要做我自己想做的事情”。
•关注个人目标，强调权利和成就。
•对自己负责、自尊和独立。
•鼓励个人成就和竞争，保护个人隐私•典型国家：美国、英国、澳大利亚、加拿大、荷兰•“我是社会的一部分，我是某个圈子和集体的一部分”。
•关注集体目标，强调义务、服从与忠诚。
•看重群体归属和情感依赖。
•关系紧密，资源共享，公私界限比较模糊。
•典型国家：中美洲、东南亚、加纳、土耳其、葡萄牙、希腊。
价值观>个体主义（individualism）/集体主义（collectivism）中式聚餐西式聚餐个体主义文化消费者会选择较为少见的款式集体主义文化129消费者会选择较为大众的款式Ø个体主义文化风格的广告，通常强调个人感受、充满我行我素的味道。
Ø集体主义文化风格的广告，则常常以分享、陪伴、亲情、乃至民族情感为主题。
个体主义和集体主义> 营销启示外形时尚动感，流线型车身设计，配有4XMOTION全时四轮驱动系统，让您从容纵横，享受征服的乐趣。
新型防抱死系统ABS plus，有效缩短约20%的刹车距离。
智能自适应巡航控制系统ACC，确保所有乘员安全。
消费者行为学中英基本概念
消费者行为学核心概念的中英文对照表1.差别阈限differential threshold2.最小可觉察差别just noticeable difference3.韦伯定律Weber’s Law4.阈下知觉Subliminal perception5.知觉警惕perceptual vigilance6.知觉防御perceptual defense7.知觉地图perceptual map8.消费者行为学consumer behavior9.Role theory 角色理论10.重度使用者(频繁使用者) heavy user11.关系营销relationship marketing12.Global consumer culture 全球营销文化13.经典性条件反射classical conditioning14.非条件刺激Unconditional stimulus15.正强化positive reinforcement16.光环效应halo effect17.刺激泛化stimulus generalization18.操作性条件反射instrumental conditioning19.条件刺激Conditional stimulus20.负强化Negative reinforcement21.Masked branding 品牌伪装22.刺激甄别Stimulus discrimination23.复兴品牌retro brand 24.心理需要psychogenic needs25.Utilitarian needs 功利需要26.Expectancy theory 期望理论27.Approach-approach conflict 双趋冲突28.终极价值观terminal values29.Consumption-specific values 消费特定价值观30.价值观列表list of values31.产品介入product involvement32.Approach-avoidance conflict 趋避冲突33.工具性价值观instrumental values34.Product-specific values 产品特定价值观35.绿色消费green consumption36.Avoidance-avoidance conflict 双避冲突37.大规模定制mass customization38.崇拜式产品cult product39.互动式营销interactive mobile marketing40.Cultural values 文化价值观41.Consumption microcultures 消费微文化42.Means-end chain model 手段目的链模型43.自我概念self-concept44.身份营销identity marketing45.Self-esteem 自尊46.延伸自我extended self47.自我意识self-consciousness48.自我意象一致模型self-image congruence models49.Gender socialization 性别社会化50.形体意象body image51.品牌个性brand personality52.品牌资本brand capital53.Brand equity 品牌资产54.价值观与生活方式系统values and lifestyle system55.生活方式lifestyle56.生活方式营销观点lifestyle marketing perspective57.身份文化status culture58.Symbolic community 象征性团体59.消费者群体consumer group60.联合品牌策略co-branding strategies61.认知一致性原理principle of cognitive consistency62.自我知觉理论self-perception theory63.社会判断理论Social judgment theory64.认知失调理论theory of dissonance65.得寸进尺技术foot-in-the-door technique66.多属性态度模型Multiattribute attitude models67.态度功能理论functional theory of attitudes68.Attitude toward to the advertisement 对广告的态度69.态度追踪attitude tracking70.按次计费pay-per-view71.Fake blogs 假博客72.Theory of trying 尝试理论73.Sleeper effect 睡眠效应74.Permission marketing 许可营销75.信息源可信性source credibility76.source attractiveness 信息源吸引力77.平衡理论balance theory78.双因素理论two-factor theory79.非真人的代言人——Nonhuman Endorsers80.文化含义cultural meaning81.Match-up hypothesis 匹配假说82.知识偏见knowledge bias83.Reporting bias 报告偏见84.Halo effect 晕轮效应85.广告疲劳advertising wear-out86.双因素理论two-factor theory87.支持性论述supportive arguments88.Refutational arguments 反驳性论述89.比较式广告comparative advertising90.精细加工可能性模型elaboration likelihood model91.Peripheral route 外围路线。
消费者行为学第5章 消费者的个性心理特征
⑥质疑者型。其特征是怀疑成性，忠诚，胆怯 ，总是注意着危险的信号。 ⑦享乐主义者型。其特征是热衷享受，乐天， 孩子气，不愿承担义务。 ⑧老板型。其特征是独裁，好斗，有保护欲， 爱负责任，喜欢战胜别人。 ⑨调停者型。其特征是有耐心，沉稳，会安慰 人，但可能因耽于享受而对现实不闻不问。从上述 理论介绍中可以看出，由于有关学者在划分性格类 型时的研究角度和所持的依据各不相同，因此得出 的结论也各不相同。
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③黏液质。这种气质的人高级神经活动类型属 于安静型。他们的情绪兴奋性低，外部表现少，反 应速度慢，一般表现为沉静安详，少言寡语，动作 迟缓，善于克制忍耐，情绪不外露，做事踏实，慎 重细致但不够灵活，易固执己见。 ④抑郁质。这种气质的人高级神经活动类型属 于抑制型。他们的情绪兴奋性高，反应速度慢而不 灵活，具有刻板性，敏感细腻，脆弱多疑，孤僻寡 欢，对事物的反应较强，情感体验深刻，但很少外 露。应当指出的是，上述四种类型是气质的典型形 态。在现实当中，大多数消费者的气质介于四种类 型的中间状态，或以一种气质为主，兼有几种气质 的特点，即属于混合型气质。 9
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5）性格九分法 性格九分法作为一种新的分类方法，近年来在 国际上引起重视并逐渐流行开来。这种分类方法把 性格分为九种基本类型，即： ①完美主义型。其特征是谨慎，理智，苛求， 刻板。 ②施预者型。其特征是有同情心，感情外露， 但可能具有侵略性，爱发号施令。 ③演员型。其特征是竞争性强，能力强，有进 取心，性情急躁，为自己的形象所困扰。 ④浪漫型。其特征是有创造性，气质忧郁，热 衷于不现实的事情。 ⑤观察者型。其特征是情绪冷淡，超然于众人 19 之外，不动声色，行动秘密，聪明。
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5.1.2 气质学说与类型 1)主要的气质学说 气质是个古老的概念，长期以来，心理学家对 气质这一心理特征进行了多方面研究。自从公元前 5世纪古希腊医生希波克拉地提出气质体液学说以 后，专家学者们相继从不同角度提出了各种气质学 说，并对气质类型作出了相应分类。 （1）体液学说 古希腊著名医生希波克拉底最早提出了气质的 体液学说，认为人体的状态是由体液的类型和数量 决定的。他根据自己的临床实践提出，人体内的体 液类型有四种，即血液、黏液、黄胆汁、黑胆汁， 这四种体液在人体内所占比例不同，就会形成四种 3 不同的气质类型。
消费者行为学-中英文名词解释
中英文名词解释第一章导言Consumer behavior: The term consumer behavior is defined as the behavior that consumers display in searching for, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs.消费者行为学：消费者在寻求、购买、使用、评价和处理他们期望能够满足其需求的产品和服务过程中所表现出的行为。
Consumer decision making: In put, process, out put.消费者决策：输入、处理、输出Consumer research: Methodology used to study consumer behavior.消费者研究：描述用以研究消费者行为的过程与工具。
Marketing concept: A consumer-oriented marketing philosophy that focuses on the needs of the buyers and the profits through customer satisfaction.市场营销观念：关注买方的需求通过顾客满意来创造利润的顾客导向的市场营销哲学。
Organizational consumer: A business, government agency, or other institution (profit or nonprofit) that buys the goods, services, and/or equipment necessary for the organization to function.组织消费者：包括盈利和非盈利的商业单位、政府机构和各种组织机构，它们必须购买产品、设备和服务来维持组织的运转。
消费者行为学(双语或中英文结合)课程8.decision making
Expertise...
The consumer’s prior expertise can also affect the search and shopping process.
• (1) Search tends to be greatest among those consumers who are moderately knowledgeable about the product.
• Amount of effort put into a purchase decision differs with each purchase.
Illustrating the Decision-Making Process
• This ad by the U.S. Postal Service presents a problem, illustrates the decision-making process, and offers a solution.
Other Types of Information Search
• Deliberate Versus “Accidental” Search: – Directed Learning: Results from existing knowledge from previous active acquisition of information – Incidental Learning: Passive acquisition of information through exposure to advertising, packaging, and sales promotion activities
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。
消费者行为学考点
分类根据需要的起源生理性需要社会性需要根据需要的对象物质需要精神需要 (二)动机与需要的联系与区别 引起动机的条件：内在条件是需要，外在条件是诱因。
需要经唤醒会产生驱动力，驱动有机体去追求需要的满足；需要还可以直接引起动机，从而导致人朝特定目标行动。
为什么要在研究需要时引入动机？ 需要只有处于唤醒状态，才会驱使个体采取行动； 需要只为行为指明大致的或总的方向，而不规定具体的行动线路；在有些情况下，需要只引起人体自动调节机制发挥作用，而不一定引起某种行为动机；即使缺乏内在的需要，单凭外在的刺激，有时也能引起动机和产生行为 。
消费者行为学重点第六章 消费者的购买动机 动机，在心理学上一般被认为涉及行为的发端、方向、强度和持续性。
动机为名词，在作为动词时则多称作“激励”。
在组织行为学中，激励主要是指激发人的动机的心理过程。
通过激发和鼓励，是人们产生一种内在驱动力，使之朝着所期望的目标前进的过程。
一、消费者的需求消费者需要是指消费者生理和心理上的匮乏状态，即感到缺少些什么，从而想获得它们的状态。
需要虽然是人类活动的原动力，但需要并不一定导致行为的发生。
需要导致行为发生的条件： 第一：需要的唤醒 。
第二：需要要求满足的迫切程度高二、消费者的动机 动机：引起个体活动，维持已引起的活动，并促使活动朝向某一目标进行的内在动力”。
动机可能来源于内在需要，可能来源于外界刺激。
(三)动机的特征内隐性——动机是联结刺激与反应的中介变量，本身是无法直接观察到的。
多重性——消费者很多购买行为都隐含着多种动机。
包括主导动机和非主导动机。
实践性——动机包含着行为的能量与行为的方向。
复杂性——多种不同动机、强弱有别、显性和隐性动机 （四）消费者具体购买动机 1．求实动机 2．求新动机 3．求美动机 4．求名动机 5．求廉动机 6．求便动机 7．模仿或从众动机 8．癖好动机第三节 消费者的文化价值观 价值观是指一个人对周围的客观事物（包括人、事、物）的意义、重要性的总评价和总看法。
消费者行为学(双语或中英文结合)课程homework
HomeworkWeek 11.How to improve the level of bilingual teaching?2.Share your indelible shopping experience with other classmates. Week 2 and 31.Identify the differences of male and female in sensory systems.2.Assume that you are a consultant for a marketer who want to design a package for a new children milk market, what recommendations would you provide in terms of such package such as color, symbolism, and graphic design? Give reasons for your suggestions.3.Select one ad and explain why it captures your attention, and interpret what factors can cause consumers’ attention.4.Imagine a romantic evening, which 10 words would you think of?And please design 5 romantic scenes in terms of these 10 words.5. Share effective memorizing skills and examples with other classmates. Week 4 and 51.Describe the feminine in the eyes of boys and masculine in the eyes of girls.2.Which factors can influence your characters?3.Role acting: when choleric male consumers meet depressed female promoter…4.Give some examples to illustrate how to construct a brand personality.Week 61.Devise different ads for “Nokia”mobile phone in terms of different hierarchies of the Maslow needs2.What this word “cool”mean to you? Do you want to be a cool people? Why or why not?3.Case analysisWeek 7 and 81.List three functions performed by attitudes, give an example of how each function is employed in a marketing situation.2.Think of a behavior you do is inconsistent with your attitudes, and explore why do you do so3.Construct a multi-attribute model for some restaurants nearby, based your finds , suggest how restaurant managers can improve an establishment’s image.4.How to change others to your attitudes and you to others attitudes Week 91.If people are not always rational decision makers, is it worth the effort to study how purchasing decisions are made? What techniques might be employed to persuade irrational consumers?2.Why is it difficult to place a product in a consumer’s evoked set after it has been rejected? What strategies might a marketer use in order to accomplish this goal?3.Aim to the market of flowers, books, and cloths, how to find and evoke the college students’problems.4.Think of a product you recently shopped for online, describe your search process, how did you become aware that you wanted the product , how did you evaluate alternatives? Did you wind up buying online?Week101.Discuss some of the motivations for shopping. How might a retailer adjust its strategy to accommodate these motivations?2.How to a manager deal with the consumers’complainants?ing table 10.1 (P225)as a model, construct a person/situation segmentation matrix for a brand of perfumeWeek 11 some products or services that are used by your social group. State whether you agree or disagree with the notion that these products help to form group bonds. Supporting your argument with examples .2.Identify fashion opinion leaders on your campus. What characteristics do they have ?3.Under what conditions do we compare with similar and Under what conditions do we compare with dissimilar others? How might this dimensions be used in the design of marketing appeals?Week121.Collect ads for three different product categories in which the family is targeted. Find another ads for different brand of the same items in which the family is not featured. And compare the effectiveness of the two approaches.2.Discuss the change of family in future. And how it will influence the marketing strategy?3.Interpret one family purchasing and discuss the role that every members play?Week 131.We can think of culture as a society’s personality, if your culture were a person , how would you describe it?2.what consuming cultural value will the most possibly influence these products and services: foods, movies, and tourism?Week141.Collect ads to describe consumers in different social class, and analyze the characters of the people and the media.2.What kind of social class do the Parkson and Wal-Mart want to appeal? And what marketing strategies do they make? Do you think they have succeed? Why or why not?Week 151.What are the basic differences between a fad, a fashion, and a classic? Provide examples of each.。
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Chapter 1 Consumer Rule1.Consumer behavior(消费者行为):the study of the process involved when individuals or groups select,purchase,use,or dispose of products,services,ideas,or experience to satisfy needs and desires.※2.Relationship marketing(关系营销):interact with customers regularly;give them reasons to maintain a bond with the company.3.Database marketing(数据库营销):tracking specific consumers’buying habits and crafting products and messages tailored precisely to people’s wants.4.C2C e-commerce:(consumer to consumer activity) the new world of virtual brand communities.5.Business ethics(商业道德):are rules of conduct that guide action in the marketplace----the standards against which most people in a culture judge what is right and what is wrong,good or bad.Chapter 2 Perception1.Sensory systems感觉系统Sensation感觉: is the immediate response of our sensory receptors(eyes,ears,nose,mouth,and,fingers)to,basicstimuli(light,color,sound,odor,and texture).Perception知觉:is the process by which sensations are selected,organized,and interpreted.Hedonic Consumption享乐消费: multisensory,fantasy,and emotional aspects of consumers’ interactions with products.2.Sensory marketing感觉营销:companies pay extra attention to the impact of sensations on our product experiences.3.Absolute threshold绝对阈限:the minimum amount of stimulation that can be detected on a given sensory channel.4.Different threshold差别阈限:ability of a sensory system to detect changes or differences between two stimuli/5.Weber’s law韦伯定律: the amount of change required for the perceiver to notice a change is systematically related to the intensity of the original stimulus.K=Ii∆K=a constant(this varies across the senses)i∆=the minimal change in intensity of the stimulus required to produce a j.n.d.I=the intensity of the stimulus where the change occurs.6.Subliminal perception阈下知觉:occurs when stimulus is below the level of the consumer’s awareness.7.Sensory overload感官超载:consumers exposed to far more information than they can process.8.Perceptual selection:people attend to only a small portion of the stimuli to which they are exposed.9.Perceptual vigilance知觉警惕:consumers are more likely to be aware of stimuli that relate to their current needs.10.Perceptual defense知觉防御:people see what they want to see--and don’t see what they don’t want to see. 11.Adaptation适应:the degree to which consumers continue to notice a stimulus over time.12.Semiotics符号学:is the study of the correspondence between signs and symbols and their roles in how we assign meanings.13.Perceptual positioning知觉定位:constitutes the product’s market position,and it may have more to do with our expectations of product performance as communicated by its color,packaging,or styling with the product itself.14.Perceptual map知觉地图:a vivid way to paint a picture of where products or brands are”located”in consumers’ minds.Chapter 3 Learning and memory1.Behavioral learning theories行为学习理论:assume that learning takes place as the result of responses to external events.2.Classical conditioning经典条件反射理论:a stimulus that elicits a response is paired with another stimulus that initially doe not elicit a response on its own.3.Instrumental conditioning(also operant conditioning)工具性条件反射:the individual learns to perform behaviors that produce positive outcomes and to avoid those that yield negative outcomes.4.Stimulus generalization刺激泛化:tendency for stimuli similar to a conditioned stimulus to evoke similar,unconditioned responses.5.Stimulus discrimination刺激辨别:occurs when a UCS does not folloiw a stimulus similar to a CS.指对于相近但不同的刺激学会做出不同反应的过程。
6.Observational learning观察性学习:we watch others and note reinforcements they receive for behaviors modeling:imitating others’behavior.Chapter 4 motivation and values1.Motivation: process that leads people to behave as they do, Also, the forces that drive us to buy/use products.2.Consumer Involvement 消费者介入:is”a person’s perceived relevance of the object based on their inherent needs,values,and interests.”3.Product Involvement产品介入:refers to a consumer’s level of interest in a particular product.4.Message-Response Involvement信息－反应介入:also called advertising involvement,which refers to the consumer’s interest in processing marketing communications.5.Purchase Situation Involvement购买情境介入:refers to differences in motivation when people buy the same product but in different contexts.6.Mass customization 大规模定制7.Vigilante marketing义务营销:where freelancers and fans film their own commercials for favourite products and post them on websites,is hot.8.Consumer-generated content消费者生成的内容: everyday people voice their opinions about products, brands, and companies on blogs, podcasts(播客), and social networking sites.Core values核心价值观Conscientious consumerism炫耀性消费: consumer’s focus on personal health merging with a growing interest in global health 尽责的消费主义Chapter 5 THE SELF1.Self-Concept 自我概念：the beliefs a person holds about his/her own attributes, and how he/she evaluates these qualities.2.Self-esteem advertising: 自尊广告:attempts to change our attitudes toward products by stimulating positive feelings about one’s self.3.Symbolic interactionism（符号互动论）:stresses that relationships with other people play a large part in forming the self.4.Looking-Glass Self镜中自我:the process of imagining the reactions of others toward us”taking the role of the other”.5.Self-Consciousness自我意识:6.Self-image congruence models 自我意象一致模型:suggest that we choose products when their attributes match some aspect of the self.7.Extended self延伸自我: external objects that we consider a part of us8.Body image形体意象:refers to a consumer’s subjective evaluation of his physical self.Chapter 6 Personality and lifestyle1.Personality个性: a person’s unique psychological makeup and how it consistently influences the way a person responds to his/her environment2.Brand personality品牌个性: set of traits people attribute to a product as if it were a person3.Brand equity品牌资产: extent to which a consumer holds strong, favorable, and unique associations with a brand in4.Brand image品牌形象: is what people think of and feel when they hear or see a brand name.5.Lifestyle生活方式: patterns of consumption reflecting a person’s choices of how one spends time and money6.disposable income（可支配收入）Chapter 7 Attitudes1.Attitude: a lasting, general evaluation of people, objects, advertisements, or issues2.ABC Model of Attitudes:an attitude has three components:affect,behavior,and cognition.Affect is how a consumer fees about an attitude object.Behavior refers to his intentions to take action about it.Cognition is what he believes to be true about the attitude object.3.Attitude Toward the Advertisement:as a predisposition to respond in a favorable or unfavorable manner to a particular advertising stimulus during a particular exposure occasion.4.Consistency Principle 一致性原则:we value harmony among our thoughts,feelings,and behaviors,and a need to maintain uniformity among these elements motivates us.5.FOOT-IN-THE-DOOR TECHNIQUE得寸进尺技术:self_perception theory helps to explain the dffectiveness of a strategy salespeople.6.LOW-BALL TECHNIQUE 先抑后扬技术:where the salesperson asks the customer for a small favor and then informs him that it will be more costly than he first thought.7.DOOR-IN-THE-FACE TECHNIQUE先扬后抑技术:where the salesperson first asks the customer to do something extreme and then he asks the prospect to do something smaller instead.8.Balance Theory平衡理论:considers how a person perceives relations among different attitude objects,and how he alters his attitudes so that these remain consistent.9.Celebrity endorsers （形象代言人）10.Multi-Attribute Attitude Models:assumes that a consumer’s attitude toward an attitude object depends on the beliefs she has about several of its attributes.Chapter 8 Attitude Change and Interactive Communicationsmunications model沟通模型: a number of elements are necessary for communication to be achievedInteractive CommunicationsSource effects（信息源效应）: the same words by different people can have very different meaningsSource credibilitySource attractivenessSleeper effect睡眠效应: over time, disliked sources can still get a message across effectivelySource BiasesHalo effect晕轮效应Match-up hypothesis: celebrity’s image and that of product are similarNonhuman EndorsersComparative advertisingEmotional versus Rational Appeals。