消费者行为学全英重点

Chapter 1 Consumer Rule

1.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 Perception

1.Sensory systems感觉系统

Sensation感觉: is the immediate response of our sensory receptors(eyes,ears,nose,mouth,and,fingers)to,basic

stimuli(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=

I

i∆

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 memory

1.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 values

1.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.