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

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。

Chapter3learningandmemory

Learning:

arelativelypermanentchangeinbehaviorcausedbyexperience.学习：

由经验导致的相对持久的行为变化

Learningisanongoingprocess.constantlybeingrevised.Canbeeithersimpleassociationcomplexcongnitiveactivity.从简单的联系到复杂的认知

Behaviorallearningtheories:

assumethatlearningtakesplaceastheresultofresponsestoexternalevent.行为主义学习理论：

关于学习的观点，它假设学习是外部事件引起的反应

Viewisrepresentedbytwomajorapproachestolearning:

classicalconditioninginstrumentalconditioning.

People’sexperienceareshapedbythefeedbacktheyreceiveastheygothoughlife.

Actionstheytakeresultinrewardsandpunishment,andthisfeedbackinfluencesthewaytheywillrespondinsimilarsituationsinthefuture.

Unconditionedstimulus（ucs）naturallycapableofcausingtheresponse.非条件刺激：

本能导致的反应

Conditionedstimulus（cs）:

notinitiallycausesalivation..条件刺激：

不是有本能导致的反应。

例：

狗看到骨头会流口水

Conditionedresponse（cr）:

条件反射：

当两个刺激物配对同时暴露时，条件刺激能引起非条件刺激

Stimulusgeneralization:

tendencyofstimulisimilartoaCStoevokesimilarconditionedresponses.刺激泛化：

和条件刺激相似的刺激可以引起条件反射。

例：

摇钥匙圈狗流口水

Stimulusdiscrimination:

occurswhenaUCSdoesnotfollowastimulussimilartoaCS。

刺激甄别;当一种类似于条件刺激的刺激物刺激并引起非条件刺激行为的发生。

敲盆子狗不会流口水

Brandequity:

abrandhasstrongpositiveassociationsinaconsumer’smemoryandcommandsloyalty.品牌资产：

在消费者记忆中有牢固的积极连接并因此而博得很多忠诚的品牌

Applicationsofstimulusgeneralization刺激泛化的应用familybranding家族品牌

productextensions产品线扩展licensing许可（将自己的商标租赁给别人使用）look-alikepackaging相似包装（通过对成功品牌的模仿是模仿品成功的秘诀）

刺激泛化的运用结果：

1当伪冒品比原有品牌质量差时，消费者会对原有品牌产生更大的信心和忠诚度2当伪冒品与原有品牌质量相当时，消费者就不愿意在承受原有品牌的价格

Applicationsofstimulusdiscrimination:

consumerslearntodifferentiateabrandformitscompetitors.Uniqueattributesoftheirbrand.刺激甄别的运用

Instrumentalconditioning:

occursastheindividuallearnstoperformbehaviorsthatproductpositiveoutcomesandtoavoidthosethatyieldnegativeoutcomes.工具性条件反射：

个体学会实施带来积极结果地行为并避免产生消极结果的行为过程

Instrumentalconditioningoccursinoneofthreeways:

1positivereinforcement;正强化

2negativereinforcement;负强化3punis