消费者行为学笔记.docx

消费者行为学笔记.docx

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消费者行为学笔记

消费者行为学笔记

Factorsinfluencingconsumerbehavior:

1Culturalfactor:

cultural;subcultural;buyer2social-referencegroups:

family;roleandstatus3personal:

ageandlife-cycle;economicsituationlifestyle;personalityandself-concept:

4psychological:

motivation;belifesandattitudes;perception;learning.

Whatisconsumerbehavior?

Thestudyoftheprocesseswhenorgroupsselect,purchase,use,ordisposeofproductsservicesideasorexperiencestosatisfyneedsanddesire.消费者行为：

个体或群体在为满足需要和欲望而挑选，购买，使用或处理产品，服务，创意或经验时所涉及的过程。

Roletheory:

identifiesconsumersasactorsonthemarkerplacestage。

角色理论：

认为许多消费者行为都类似于戏剧中的情节的观点。

Exchange:

atransactioninwhichtwoormoreorganizationsorpeoplegiveandreceivesomethingofvalue.交易：

两个或更多的组织或个人相互付出并获取某种价值的过程。

Consumer:

apersonwhoidentifiesaneedordesire,makesapurchase,andthendisposeoftheproduct.消费者：

确认一种需要和欲望，进行购买，或处理该产品的人。

Manypeoplemaybeinvolvedinthissequenceofeventspurchaser/user/influencer

Consumersmaytaketheformoforganizationorgroup.

Marketsegmentation:

identifiesgroupsofconsumerswhoaresimilartooneanotherinoneormoreways,andthendevisesmarketingstrategiesthatappealtooneormoregroups.市场细分：

确定在某一方面或多方面相互类似的消费者群体，然后制定出吸引一个或多个群体的营销策略的过程。

Relationshipmarketing关系营销：

marketerswhobelieveinthisphilosophy,interactwithcustomersonaregularbasisandgivethemreasontomaintainabondwiththecompanyovertime.

Demographics:

statisticsthatmeasureobservableaspectsofpopulation.Suchasagegenderfamilystructuresocialclassandincomeraceandethnicitylifestyle.人口统计变量：

可观测的人口特征量度，如年龄，性别。

Marketing’impactonconsumers

Popularculture:

consistingofthemusicmovessportsbookscelebrities,andotherformsofentertainmentconsumedbythemassmarket.大众文化：

为大众市场所消费的音乐，电影，体育，书籍，名人及其他娱乐形式。

Marketersplayasignificantroleinourviewoftheworldandhowweliveinit.

Themeaningofconsumption:

peopleofterbuyproductsnotforwhattheydo,butforwhattheymean.

Typeofrelationshipapersonmighthavewithaproduct

1self-conceptattachment:

theproducthelpstoestablishtheuser’sidentity.自我概念依附性：

产品可以帮助确立使用者的身份。

2nostalgicattachment:

theproductisapartoftheuser’sdailyroutine怀旧依附性：

产品与过去的经历有所结合。

3interdependence:

theproductisapartoftheuser”sdailyroutin.互相依赖性：

产品与日常事务不可分割。

4love:

theproductelicitsemotionalbondsofwarmth,passion,orotherstrongemotion.与爱相关的消费：

产品可以引发温暖，与爱相关的激情。

Consumptionincludesintangibleexperience,ideas,andservicesinadditiontotangibleobjects

Fourdistincttypesofconsumption：

1consumingasexperience2consumingasintegration3consumingasclassification4consumingasplay体验式消费

Theglobalconsumer;全球性消费文化

By2006,themajorityofpeopleonEarthwillliveinurbanceneers.

Sophisticatedmarketingstrategiescontributetoaglobalconsumeculture.

Virtualconsumption虚拟消费:

thedigitalrevolutionisoneofthemostsignificantinfluenceonconsumerbehavior,andtheimportofthewebwillcontinuetoexpandasmoreandmorepeoplearoundtheworldlogin.

Businessethics:

arerulesofconductthatguideactioninthemarketplace.商业道德：

引导市场行为的行为规范

Addictiveconsumption:

isaphysiologicalorpsychologicaldependencyonproductsorservices.

Compulsiveconsumption:

.失控型消费referstorepetitiveshopping,oftenexcessiveasanantidotetotension,antidotetotension,anxiety,depression,orboredom：

反复的，而且经常是过度的购物行为，用来减轻压力，焦虑，沮丧或无聊。

Consumedconsumers:

arepeoplewhoareusedorexploited,willingornot,forcommercialgaininthemarketplace.被消费者：

不管是否愿意，在市场上为了商业利益而被使用或被利用的人。

Consumertheft:

shrinkageistheindustrytermforinventoryandcashlossesfromshopliftingandemployeetheft

Anticonsumption:

eventsinwhichproductsandservicesaredeliberatelydefacedormutilated.反消费行为：

消费者所做的包括蓄意破坏和损伤产品的行为。

Sensation:

theimmediateresponseofoursensoryreceptors（eyes,ears,nose,mouth,fingers）tobasicstimulisuchaslight,color,sound,odorandtexture.感觉：

感受器，对光，色，声，气味和质地为基本刺激的直接反映。

Perception:

theprocessbywhichthesesensationsareselectedorganizedandinterpreted.知觉：

对刺激进行选择，组织和解释的过程

Anoverviewoftheperceptualprocess:

exposure暴露attention注意interpretation解释

Thestudyofperception：

focusesonwhatweaddtotheserawsensationsinordertogivethemmeaning.

Sensorysystems:

externalstimuli,orsensoryinput,canbereceivedonanumberofchannels.

Theinputspickedupbyourfivesensesaretherawdatathatbegintheperceptualprocess.

Hedoniconsumption:

themultisensory,fantasy,andemotionalaspectsofconsumers’interactionswithproducts.享乐消费：

消费者与产品相互作用的多种感觉的，幻想的和情感的东西。

Jision:

marketersrelyheavilyonvisualelementinadvertising,soredesign,andpavkage.

Meaningarecommunicatedonthevisualchannelthroughaproduct’scolor,size,andstyling.

Colorsmayeveninfluenceouremotionmoredirectly.

Arousalandstimulateappetiteeg.Redrelaxation

Somereactionstocolorcomeformlearnedassociations.

Otherreactionsareduetobiologicalandculturaldifferences.

Womentendtobedrawntowardbrightertonesandaremoresensitivetosubtleshadingsandpatterns.

Saturatedcolorssuchasgreen,yellow,cyan,andorangeareconsideredthebestbuestocaptureattention,butdon’toverdoit;extensiveuseofthesehuescanoverwhelmpeopleandcausevisualfatigue.

Tradedress:

somecolorcombinationcometobesostronglyassociatedwithacorporation.商业外观：

与企业强烈联系在一起的色彩组合。

Smell;orderscanstiremotionsorcreateacalmingfeeling.

Marketersarefindingwaystousesmell:

1scentedclothes2scentedstores3scentedcarsandplane4scentedhouseholdproducts5scentedadvertisements

Sound:

advertisingjinglesmaintainbrandawarenessbackgroundmusiccreatesdesiredmoodssoundaffectpeople’sfeelingandbehaviors.

Touch:

relativelylittleresearchhasbeendoneontheeffectsoftactilestimulationonconsumerbehavior,commonobservationtensusthatthissensorychannelisimportant.

Kanseiengineering:

aphilosophythattranslatescustomers’feelingintodesignelements.感性工学/人机工程：

一种源自日本的将消费者的感觉转化为设计要素的理念。

Peopleassociatethetextureoffabricsandothersurfaceswithproductqualitiesandsomemarketersareexploringhowtouchcanbeusedinpackagingtoarouseconsumerinterest,

Taste:

tastereceptorsobviouslycontributetoourexperienceofmanyproducts.

Specializedcompaniescalledflavorhousekeepbusydevelopingnewconcoctionstopleasethechangingpalatesofconsumers.

Changesinourculturealsodeterminethetasteswefinddesivable.

Exposure:

exposureoccurswhenastimuluscomewithintherangofsomeone’ssensoryreceptors.暴露：

知觉的初始阶段，在该阶段感觉发生于消费者的感受器的范围之内。

Psychophysics:

thesciencethatfocusesonhowthephysicalenvironmentisintegratedintoourpersonalsubjectiveworld.心理物理学：

集中研究物理环境如何与我们的个人主观世界相结合的科学。

Theabsolutethreshold:

theminimumamountofstimulationthatcanbedetectedonagivensensorychannel.绝对阀限：

能被特定感觉通道觉察的最小刺激量。

Thedifferentialthreshold:

theabilityofasensorysystemtodetectchangesordifferentialbetweentwostimuli.Theminimumdifferencethatcanbedetectedbetweentwostimuliisknownasthej`n`d（justnoticeabledifference）。

差别阀限：

一个感觉系统察觉两个刺激之间的变化或差别的能力。

Subliminalperception潜意识知觉：

occurswhenthestimulusisbelowtheleveloftheconsumer’sawareness.

Weber’slaw:

thestrongertheintialstimulus,thegreaterachangemustbeittobenoticed.韦伯定律：

最初的刺激越强，引起注意所需的刺激变化量越大的规律。

Subliminalperception:

occurswhenthestimulusisbelowtheleveloftheconsumer’sawareness。

阀下知觉：

对消费者的意识水平之下的水平的刺激的加工。

Embeds’are：

theyfiguresthatinsertedintomagazineadvertisingbyusinghighspeedphotographyorairbrushing.

Attention:

theextentwhichprocessingactivityisdevotedtoaparticularstimulus.注意：

信息加工活动在所选刺激上的分配。

Perceptual:

peopleattendtoonlyasmallportionofthestimulitowhichtheyexpose.知觉选择：

指人们对展露在消费者面前的各种刺激专注于其中的一小部分的选择过程。

Perceptualvigilance:

consumeraremorelikelytobeawareofstimulithatrelatetotheircurrentneeds.知觉警惕：

消费者更可能意识到与他们目前的需要有关的刺激的倾向。

例：

肥胖的人对减肥的信息产生警惕

Perceptualdefense:

peopleseewhattheywanttosee-anddon’tseewhattheydon’twanttosee.知觉防御：

消费者避免对他们有危险地刺激的倾向。

Adaption:

thedegreetowhichconsumerscontinuetonoticeastimulusovertime.适应：

一种感觉从熟悉到不需要注意的过程（持续对刺激物的关注程度）

Intensity强度duration持续时间relevance相关度discrimination差异性exposure频率

Stimulusselectionfactors

Size:

thesizeofstimulusitselfincontrasttothecompetitionhelpstodetermineifitwillcommandattention.

Color:

colorisapowerfulwaytodrawattentiontoaproductortogiveitadistinctidentity.

Position:

stimulithatareinplacewe’remorelikelytolookstandabetterchanceofbeingnotice.

Novelty:

stimulithatappearinunexpectedwaysorplacestendtograbourattention.

Interpretation:

themeaningthatweassigntosensorystimuli.解释：

意义被理解的过程

Schema:

setofbeliefs,towhichthestimulusisassigned.认知范畴中的信念和感觉的有组织的集合。

Stimulusorganization:

astimuluswillbeinterpretedisitsassumedrelationshipwithotherevents,sensationorimages.

Closureprinciple:

peopletendtoperceiveanincompletepictureascomplete.封闭性描述：

描述一个人为了感知到完整的图形而倾向于补充缺少的信息的格式塔原则。

Principlesimilarity:

consumerstendtogrouptogetherobjectsthatsharesimilarphysicalcharacteristics.相似性原则：

描述消费者怎样倾向于被具有相似物理特征的五天放在一起的原则。

Figure-groundprinciple:

onepartofastimuluswilldominate（thefigure）andotherpartsrecedeintothebackground（theground）图形-背景原则：

作用刺激物的图形的一个部分居主导地位，而其部分则模糊成为背景的格式塔原则。

Object:

theproductthatisthefocusofthemessage.目标客体：

符号学的术语中广告语所集中地产品

Sign:

thesensoryimagethatrepresentstheintendedmeaningsoftheobject.标志：

代表着对象所意味着的含义的感性形象。

Interpretant:

themeaningderived.诠解释：

有标志或象征而得出的意义

Icon:

asignthatisconnectedtoaproductbecausetheysharesomeproperty.图标：

在某种程度上代表着产品的标识符号

Symbol:

asignthati